It’s not a surprise that people (including your consumers) can differ on a number of personality characteristics. Some people are more open to risk than others, some people have a higher affinity for technology than others, and some people have a higher need for novelty than others. These are what we call individual differences in Behavioral Science.

Based on validated academic research, we can help you understand and segment your consumers through these personality differences. We’ll help you identify the relevant BeSci individual differences for your business goals and work with you to implement a set of questions to measure your audience’s personality.

The benefit of adopting validated individual differences and scales to measure these traits is that you can further infer their motivations, tendencies and behavior based on other existing research in the literature. Additionally, this can further bolster segmentation efforts. With this deeper knowledge of their personality, you will be able to tailor and personalize communications and calls to actions based on their personality.