Personality tests have long been used to determine human behavior and understand factors that contribute to each individual. These assessments have gained popularity when looking at the human experience which has been implemented in the business world in somewhat recent history. While not traditional markers within the realm of consumer behavior, there are important implications to allow companies to gain a more clear understanding of their customer base. While these evaluations have not consistently been a consideration when evaluating demographic information, it is possible to glean a unique perspective from human-focused metrics to better inform tailor the experience for each and every customer.

Understanding Personality and Business Implications

Assessments to understand underlying factors that impact behavior can be crucial as this area can be a key component that influences humans and how they function. By understanding the personality of a person, it can lead to important and useful findings for a consumer relationship and how a company can relate to its clientele. The use of psychometrics can be useful in this, as they evaluate and research the underlying factors of an individual person’s psychology, including traits, values, areas of interest and other factors related to a person’s persona and can be used to understand an audience. Particular traits can be attributed to various types of behavior, such as risk-taking behavior or determining what environment an individual will thrive in. While each of these has individual implications, these trends suggest that there are important connections to the business world that can be drawn from understanding an individual. All of these can be used to determine and predict future behavior, offering deeper analysis and understanding of the characteristics that influence a person’s life and serve as driving forces.

Adding Layers

Regardless of what metrics you introduce, by evaluating individual traits of a consumer, this inherently offers an additional layer of the human experience. By going beyond the typical demographics of age, gender, race, etc. which can feel restrictive with a loss of the true touchpoint with humanity, we find ourselves with a whole new perspective and understanding of who our audience is at the core. While traditional metrics should not be discarded, adding this additional layer offers vast opportunities for those who want to expand on their understanding of their audience.

The importance of emotion and emotional intelligence in the business world has gained significant traction in recent history, no longer the emotionally unstable perspective. The emotional understanding offers a complex view of emotion, personality and the human experience, providing companies with a rich and broad depiction of the audience to provide a more relevant and tailored experience.