Thinkers are go-getters and Thinkers are go-getters and Perceptive people are Perceptive people are

creative and fun…creative and fun…

By Taka, KazuyaBy Taka, Kazuya

Darren, TinaDarren, Tina

Meyers-Briggs Personality Meyers-Briggs Personality AssessmentAssessment

developed to make C. G. Jung's personality type theory developed to make C. G. Jung's personality type theory understandable and useful in people's lives understandable and useful in people's lives

one of the most popular and widely-used psychometric one of the most popular and widely-used psychometric instruments for assessing personality characteristics in non-instruments for assessing personality characteristics in non-psychiatric populations.  psychiatric populations. 

Applications have been made across a broad human Applications have been made across a broad human experience, including in areas such as:experience, including in areas such as: counseling and psychotherapycounseling and psychotherapy education, learning styles, and cognitive styleseducation, learning styles, and cognitive styles career counselingcareer counseling management and leadership in organizationsmanagement and leadership in organizations health-related issues.  health-related issues. 

Developed byDeveloped by Katherine Briggs (mother) & Isabel Briggs Katherine Briggs (mother) & Isabel Briggs

(daughter)(daughter) Isabel’s comment to her associate;Isabel’s comment to her associate;

"You psychologists focus on what's wrong with "You psychologists focus on what's wrong with people.  The MBTI is about people.  The MBTI is about

what's right with people.  what's right with people. 

We must not hurt the MBTI by makingWe must not hurt the MBTI by making

it look like your other clinical it look like your other clinical

instruments."instruments."

MBTI TypesMBTI Types

Sensing (S)Sensing (S) iNtuition (N) iNtuition (N) Thinking (T)Thinking (T) Feeling (F) Feeling (F) Judging (J)Judging (J) Perceiving Perceiving

(P)(P) Extraversion (E)Extraversion (E)

Introversion(I)Introversion(I)

Thinking CharacteristicsThinking Characteristics

Instinctively search for Instinctively search for facts and logic in a facts and logic in a decision situation decision situation

Focus on tasks and Focus on tasks and work to be work to be accomplished. accomplished.

Easily able to provide Easily able to provide an objective and an objective and critical analysis.critical analysis.

Accept conflict as a Accept conflict as a natural, normal part of natural, normal part of relationships with relationships with people. people.

Feeling CharacteristicsFeeling Characteristics

Instinctively employ Instinctively employ personal feelings and personal feelings and impact on people in impact on people in decision situations.decision situations.

Being sensitive to Being sensitive to people needs and people needs and reactions is a prime reactions is a prime consideration.consideration.

Naturally seek Naturally seek consensus and popular consensus and popular opinionsopinions

Unsettled by conflict; Unsettled by conflict; have almost a toxic have almost a toxic reaction to reaction to disharmony. disharmony.

Judging CharacteristicsJudging Characteristics Plan many of the details Plan many of the details

in advance before in advance before moving into action. moving into action.

Focus on task-related Focus on task-related action; complete action; complete meaningful segments meaningful segments before moving on.before moving on.

Work best and avoid Work best and avoid stress when keep ahead stress when keep ahead of deadlines. of deadlines.

Naturally use targets, Naturally use targets, dates and standard dates and standard routines to manage life. routines to manage life.

Perceiving Perceiving Characteristics Characteristics

Comfortable moving Comfortable moving into action without a into action without a plan; plan on-the-go. plan; plan on-the-go.

Like to multitask, have Like to multitask, have variety, mix work and variety, mix work and play.play.

Naturally tolerant of Naturally tolerant of time pressure; work time pressure; work best close to the best close to the deadlines. deadlines.

Instinctively avoid Instinctively avoid commitments which commitments which interfere with flexibility, interfere with flexibility, freedom and variety freedom and variety

Consumer ValuesConsumer Values

From From Roper StarchesRoper Starches article in article in American DemographicsAmerican Demographics, October , October 2000 named 2000 named Re-Mapping the World Re-Mapping the World of Consumersof Consumers

Consumer ValuesConsumer Values

CreativeCreative Challenge my mind, broaden my Challenge my mind, broaden my horizonshorizons

Fun SeekerFun Seeker Entertain me with fun, friends, and Entertain me with fun, friends, and fantasyfantasy

IntimateIntimate Help me relax and enjoy my lifeHelp me relax and enjoy my life

DevoutDevout Respect me and my familyRespect me and my family

AltruistAltruist Enrich me so I can contribute to the Enrich me so I can contribute to the worldworld

StriverStriver Just cut to the chase, don’t waste my Just cut to the chase, don’t waste my timetime

Our SurveyOur Survey

We decided we wanted to do a correlation We decided we wanted to do a correlation study between the Meyers-Briggs study between the Meyers-Briggs Personality types and the Consumer Value Personality types and the Consumer Value types. We surveyed 24 people from the types. We surveyed 24 people from the BYU-Hawaii campus from many different BYU-Hawaii campus from many different countries. The survey contained 30 countries. The survey contained 30 questions relating to consumer values. We questions relating to consumer values. We took these results and compared them to took these results and compared them to each of the interviewed people’s MBTI each of the interviewed people’s MBTI results.results.

Our ResultsOur Results

Perceiving people had a Creatives Perceiving people had a Creatives tendencytendency

Perceiving people had a Fun Seeker Perceiving people had a Fun Seeker tendancytendancy

Thinking people had a Strivers Thinking people had a Strivers tendencytendency

CreativesCreatives

Creatives are intellectual and curious people. Creatives are intellectual and curious people. They take an active roll in life. They like to They take an active roll in life. They like to exercise both their bodies and brains, exercise both their bodies and brains, through participation in everything from through participation in everything from sports to culture. They are enthusiastic sports to culture. They are enthusiastic about technology and optimistic about life. about technology and optimistic about life. They like to experience life to the fullest. They like to experience life to the fullest. They prefer time over money to pursue They prefer time over money to pursue their many interests. their many interests.

Survey ResultsSurvey Results

14

16

18

20

22

Creatives

Perceiving

Judging

InterpretationInterpretation

Perceiving people have about a 15% more Perceiving people have about a 15% more likelihood of having Creative Tendencies. likelihood of having Creative Tendencies.

For example, if you were an advertiser trying For example, if you were an advertiser trying to reach perceivers, you could do the to reach perceivers, you could do the following:following:

Make and end cap display for spontaneous Make and end cap display for spontaneous shoppers. The display should be eye-shoppers. The display should be eye-catching and interesting. It should have catching and interesting. It should have some depth and not just “eye candy”.some depth and not just “eye candy”.

Fun SeekersFun Seekers

Fun Seekers like to pleasure their senses. Fun Seekers like to pleasure their senses. They experience through touch, smell, They experience through touch, smell, taste, sight, and sound. They play with life. taste, sight, and sound. They play with life. They are into music, food, sports, and They are into music, food, sports, and watching videos. They would rather go out watching videos. They would rather go out than stay in. They would rather be with than stay in. They would rather be with friends than family. Like Creatives, they are friends than family. Like Creatives, they are interested in technology, but only so they interested in technology, but only so they can play harder. They focus on external can play harder. They focus on external appearances and material things. appearances and material things.

Survey ResultsSurvey Results

14

16

18

20

22

Fun Seekers

Perceiving

Thinking

InterpretationInterpretation

Perceiving people have about a 15% more Perceiving people have about a 15% more likelihood of having Fun Seeker likelihood of having Fun Seeker tendencies.tendencies.

For example, if you wanted to sell the For example, if you wanted to sell the convertible, Volkswagen Beatle to a convertible, Volkswagen Beatle to a Perceiver, it should have lots of sensory Perceiver, it should have lots of sensory input and appeal to their sense of input and appeal to their sense of appearance and need for material things.appearance and need for material things.

StriversStrivers

Strivers are everything that the other 5 groups are Strivers are everything that the other 5 groups are not. They care most about: ambition, power, not. They care most about: ambition, power, wealth, and status. They have no concept of wealth, and status. They have no concept of leisure time. They have no time to play; they are leisure time. They have no time to play; they are too busy getting ahead. They like to work late, too busy getting ahead. They like to work late, come home and watch the news, then check the come home and watch the news, then check the Internet for stock tips. Strivers haven't made it--Internet for stock tips. Strivers haven't made it--they are not an affluent group. But they want to they are not an affluent group. But they want to get there, and they are serious about it. get there, and they are serious about it. When When they do make time to shop, it's to enhance they do make time to shop, it's to enhance their public image with prestige brand their public image with prestige brand names and flashy cars.names and flashy cars.

Survey ResultsSurvey Results

10

11

12

13

14

15

16

17

Strivers

Thinking

Feeling

InterpretationInterpretation

Thinking people have about a 15% Thinking people have about a 15% more likelihood of having Striver more likelihood of having Striver tendencies.tendencies.

For example, if you wanted to sell a For example, if you wanted to sell a computer to a Thinker, you should computer to a Thinker, you should not focus on the appearance and go not focus on the appearance and go straight to the data. Give them the straight to the data. Give them the facts and statistics of the machine.facts and statistics of the machine.

DisclaimerDisclaimer

Small sample sizeSmall sample sizeWe had a very small sample. For it to be We had a very small sample. For it to be

more viable, we should have sampled at more viable, we should have sampled at least twice as many people as we did.least twice as many people as we did.

Skewed sampling poolSkewed sampling poolOur statistics came from a very small Our statistics came from a very small

area. To make the study more viable, area. To make the study more viable, we should extend our samples to a we should extend our samples to a wider variety of people.wider variety of people.

SummationSummation

Marketing to Perceivers as being Marketing to Perceivers as being Creatives and Fun SeekersCreatives and Fun Seekers Make the display fun and exciting while Make the display fun and exciting while

still giving the consumer something to still giving the consumer something to think about.think about.

Marketing to Thinkers being StriversMarketing to Thinkers being Strivers Cut to chase and don’t worry about Cut to chase and don’t worry about

making it pretty, just practical.making it pretty, just practical.

ConclusionConclusion

This research shows that by combining This research shows that by combining two variables, we can focus on two variables, we can focus on consumers with more accuracy and consumers with more accuracy and cater to their individuality.cater to their individuality.