The Real Why and Hidden Who
By Kantar - Millbank - London, Ogilvy - New York
For Various
Winner in category Data-Driven
Insights
Project Description
Over the past decade, a wealth of academic theory has emerged linking personality traits and cognitive thinking styles to less conscious consumer decision-making processes, driven by advancements in behavioural science theories. This is opening new opportunities to develop more effective and nuanced marketing communication strategies.
Ogilvy, who are pushing the boundaries of behavioural science to develop their advertising, wanted to find a more reliable, robust, less-piecemeal means of measuring consumer personality.
This submission tells the story of how a new personality and cognitive thinking style measurement tools devised in collaboration between the Ogilvy Centre for Behavioral Change and Kantar is revolutionising Ogilvy’s creative development process.
Ogilvy, who are pushing the boundaries of behavioural science to develop their advertising, wanted to find a more reliable, robust, less-piecemeal means of measuring consumer personality.
This submission tells the story of how a new personality and cognitive thinking style measurement tools devised in collaboration between the Ogilvy Centre for Behavioral Change and Kantar is revolutionising Ogilvy’s creative development process.
Agency Solution
The research tool which has taken over 2 years to develop combines multiple personality and cognitive thinking style measures into one survey.
Measuring the classical big 5 personality measured in a revolutionary new way, alongside assessments of a persons’: locus of control, regulatory focus (attitude towards taking risks), time perspective (how they think about the past and future), self-efficacy (the control they feel over their lives), need for Affect (how they approach emotions), need for cognition (how they are inclined towards effortful cognitive activities) and their cultural cognition (world viewpoint) alongside this we also measure some of their their consumer motivations.
In total this new test evaluates over 40 primary and secondary personality and cognitive thinking style dimensions. Think about it as a way of mapping out an individual’s thinking DNA.
The full details of this new research tool and how it has been developed at outlined in the accompanying PDF submission.
Measuring the classical big 5 personality measured in a revolutionary new way, alongside assessments of a persons’: locus of control, regulatory focus (attitude towards taking risks), time perspective (how they think about the past and future), self-efficacy (the control they feel over their lives), need for Affect (how they approach emotions), need for cognition (how they are inclined towards effortful cognitive activities) and their cultural cognition (world viewpoint) alongside this we also measure some of their their consumer motivations.
In total this new test evaluates over 40 primary and secondary personality and cognitive thinking style dimensions. Think about it as a way of mapping out an individual’s thinking DNA.
The full details of this new research tool and how it has been developed at outlined in the accompanying PDF submission.