In the US, Nielsen has partnered with Mindset Media – a firm that creates consumer profiles of web users – to add personality profile mapping to its Homescan consumer purchase panel of 125,000 US households.

The enhanced service will identify more than 20 dominant personality traits that influence consumer behaviour, to enable CPG marketers to track individual traits that drive purchasing decisions and brand affinity. Characteristics such as optimism, spontaneity, creativity and pragmatism are included, with shoppers allotted a score from 1 to 5 for each.

Todd Kaiser, Senior Director of Nielsen Consumer Panel Services claims that his firm is the first to directly link consumers’ personalities and purchase behaviour information for the CPG industry.

‘Leveraging such personality traits allows CPG marketers to craft their media language and brand positioning to target certain personalities and drive sales,’ Kaiser explained. To illustrate how the service could be applied, he cited an example where wine buyers scored high in areas like assertiveness, openness, creativity and optimism, but extremely low on others like dogmatism and modesty.

‘In the most competitive CPG categories, dozens of products compete for the same demographic,’ suggested Mindset Media’s CEO and Co-founder Jim Meyer. ‘What separates the winners from the losers is often the ability to identify and reach people with the right psychographic, those people with the personality and attitudes to love what you sell.’

The partners are online at www.nielsen.com and www.mindset-media.com .

In April, Mindset partnered with 24/7 Real Media to enable advertisers to target consumers with ads based on their personality traits.

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