Consumers are more complex than they once were—and have more choices than ever before.
Luckily, there are new tools your brand can use to keep up with your evolving consumers, so they choose your products over the competition.
In this webinar, you’ll learn how artificial intelligence personality analysis can deliver game-changing audience insights for your brand and products.
Here’s what we’ll cover:
- See actual insights for the Millennial Mom and Flexitarian consumer audiences. Personality traits are encoded in a person’s natural-language lexicon. Through AI-driven analysis of the language used by a particular set of people, we can identify common personality traits. For example, is the target audience seeking excitement or calm? Do they respect or challenge authority? Using these personality insights creates a stronger basis for your marketing strategy. We’ll show examples of how this approach works with two actual consumer segments — millennial moms and flexitarians — and share real insights that you can put to work today.
- Learn now to build robust consumer personas that help your brand connect with multi-dimensional human beings. Marketers have historically crafted target personas largely based on guesswork. Now we can build robust consumer personas based on actual insights. By combining demographic data from public data sets with AI personality analysis, we can understand our target consumer as a whole human. What media are they consuming, where are they shopping, what are their characteristic patterns of thoughts, feelings, and behaviors? Finding your consumer in their natural habitat and appealing to their needs will drive sales.
- Link your strategy and creative development to AI-driven personality insights. Creative development that is informed by personality indicators more effectively connects with the target. One study showed that persuasive appeals matched to people’s personalities resulted in up to 40% more clicks and up to 50% more purchases than their impersonalized counterparts. We’ll walk you through examples of creative executions based on AI personality insights.
Learn these tactics and more by signing up for our upcoming webinar today.
The Agenda
Live Presentation:
July 21, 2021
12:00pm—12:45pm (PDT)
Live Questions & Answers:
12:45pm—1:00pm (PDT)
The Speakers
Danielle and Kelly have been working in the marketing and design industries for over 20 years. They are experts in navigating consumer insights and can help any CPG company build a stronger connection between their brand and target audience.

Chief Strategy Officer

Chief Design Officer
Watch the recorded webinar
Transcript
Hello everybody – welcome to our audience
insights webinar. We are going to talk about
a new kind of research today and this research
allows us to identify the common personality traits
within a particular target audience.
continue reading…
Before we jump into the actual content
of the webinar
I want to introduce us um the agency for
those of you that don’t know us very
we’re the grow agency we’re a branding
packaging and marketing agency
specializing in
cpg particularly we have
30 years of experience in the food and
beverage space
and we’re really passionate about
the art of connecting products with
we are minority owned and female-led
and our philosophy which ties in really
well with what we’re going to talk about
today is that
good branding is really meant to connect
people with products that will enhance
their life
and we see ourselves as the creative
bridge between
you your brand and the consumer so it’s
our job to really understand that
consumer as a whole human
really understand the dimensions of
their psychology and personality
and then good marketing as we all know
is about really illuminating a need
and a solution and making sure that that
solution that communication connects
with the consumer
so what are audience insights audience
insights are a new type of qualitative
they profile personalities within a
given audience
that that those personality traits
really help to
predict consumer behavior how do we
arrive at those
insights we use a combination of
psychological frameworks
artificial intelligence academic
and social data and we’re going to talk
about that in more detail in a minute
and why why are we interested in these
insights how can these insights be used
these are incredibly powerful when used
in your
messaging strategy even product strategy
to some degree and your creative
so we have to talk a little bit about
the methodology before we get into the
insights and i have to say that when i
was introduced to this research i wanted
to get
right into the juicy insights whereas
some of my colleagues
were a little bit more hesitant and they
really wanted to understand the
methodology so i’m going to touch on the
it’s very um it can be kind of complex
so feel free to tune me out if this is
not your jam but
here is the foundation for what we are
about to talk about
so the lexical hypothesis which is a
concept and personality psychology that
basically proposes that
the most relevant personality traits in
a person
are encoded in their language in their
use of language
and that that per that concept
came about in the 1800s and then in
about the 40s
that concept was used to create the big
five personality model
which says that there are five key or
characteristics um components to
a human being’s personality and those
five core components are emotional
extroversion which is sometimes known as
openness conscientiousness and
now these are all measured on a
continuum so
for example with extroversion people
land somewhere on that continuum
somewhere from
extremely extroverted to extremely
introverted or in the middle
and there are also multiple sub
characteristics within
each of these five categories so we’re
going to just touch on all of this so
you have a taste of it
um and then you know that that research
or that
uh this methodology the lexical
hypothesis the big five personality
uh model has been around for a long time
but what’s new
is using artificial intelligence to
apply these
ideas to social data
and by social data what we mean is that
we actually
recruit a group that fits into our our
idea of the target audience and then we
anonymize and scrape
all of those twitter feeds for language
to analyze
so that gives us the personality trait
analysis and then we add to that
personality trait analysis
to round out the profile with insights
demographic insights insights about
media and such through facebook so
facebook has a public data set that
tells you
what people are looking at what kind of
followers what kind of influencers
they’re following rather what the
demographics are and all that kind of
stuff so that’s how we
you know fully shape the profile and
then just to back all of that up there’s
you know academic research has been um
in this area for a long time and there
are really prominent universities like
cambridge and stanford
that are continuing to refine this and
um create research around the efficacy
of this methodology all right
so starting our two audiences this is
where we get into the good stuff so we
wanted to look at
two um broad and really
popular audiences in the cpg cbg scape
if you will
we wanted to look at millennial moms we
define that as women
ages 25 to 40. obviously they have
children and they actually
self-identify as millennial on social
and then our second audience is
now flexitarians are people of any age
but they limit
their meat consumption so they are not
strictly vegetarian
but they do eat primarily a plant-based
based diet they also
eat meat products and as we all know
this is a really growing market
so to understand the insights that we
are about to share you have to know a
little bit about the big five
personality traits
as i said before there are five
categories we measure them on a
those categories are broken down into
multiple sub-characteristics within each
of those categories
and the you know what they represent is
pretty nuanced so we’ll get into
that a little bit we’ll talk about how
you interpret those
insights and how they apply to creative
later in the webinar
but again their emotional range
sometimes known as
neuroticism although that has a negative
um so emotional range is more uh you
middle of the road emotional range
openness extroversion
agreeableness and conscientiousness
so within those we pulled out a couple
of the sub characteristics just to
highlight what we’re talking about and
give you an idea
so for example within agreeableness
you have self-focused versus altruistic
contrary versus accommodating and in
extroversion we’re looking at calm
seeking versus excitement seeking
demure versus assertive within the
trait we’re looking at things like
concrete which is like the preference to
deal with
tangible real word real world things as
opposed to
abstract ideas versus philosophical
consistent versus
adventurous so this is a little bit
reductive in terms of
how these insights or how these traits
are actually applied but it gives you an
of how we got to where we’re going
in terms of application there are
many applications this is really
powerful information for any cpg brand
because at least from our point of view
and i’m sure you would agree
that if you aren’t connecting with your
consumer you’re not growing you’re not
so you really need to understand who it
is that
wants and needs your product and what
appeals to them you need to know who
you’re talking to with your messaging
and your creative
having a fantastic product doesn’t uh
it’s not enough you have to really
translate those features into benefits
and make sure that those benefits
reach the audience that will buy the
so this the application is great for
strategy development
creative development obviously media
targeting targeting you’re going to see
you get a lot of rich
information about what kind of media
your audience is consuming
influencer campaigns and then of course
new product development
before we get into the actual audiences
i wanted to talk a little bit about
consumer personas
um i am sure that you are familiar
lots of cpg companies create
consumer personas to humanize and
personalize their idea
of their target market right so it’s
about choosing
the bullseye of your target and really
what they’re saying and doing what
they’re looking at what their interests
how they think what they feel what
they’re listening to
and then also understanding what their
goals are
and what their obstacles to meeting
those goals are and when you do that
you can create a really robust consumer
that helps you and and teams frankly
and activate um with a very specific
goal in mind you really know who you’re
talking to
so all of the information that we are
going to present in terms of the
personality insights
creates this very credible very robust
consumer persona
a lot of times consumer personas are
built on guesswork or on demographics
and this gives you a psychographic
glimpse inside
of the psychology of how your consumers
think as a group
so here we go into the audiences
i’m going to talk a little bit about the
research and then kelly
who i actually don’t think i introduced
kelly’s here with me
um um is going to talk about how we
these insights to the creative so our
first audience up is the flexitarian
obviously they care about their diet
they’re focused on plant-based but they
consume animal products
so the one thing that’s interesting
about this audience is everything that
they are interested in
seems to be related to food and health
and wellness
they’re the media they consume the
things they’re influenced by
don’t seem to be um very diverse
uh so they’re really interested in
cooking brands and food related media
all that kind of stuff
they’re open-minded they’re seeking new
things um
but they also have some cautiousness and
and we’ll show you
how that is relevant to your marketing
and then they are calm philosophical and
comfortable challenging the status quo
they really want to bring about change
they’re committed they are not afraid to
stand up for themselves
they skew female 75 of them are female
25 to 35 and they are very active on
mobile which actually both audiences are
very active on mobile which is an
interesting thing particularly when you
get into optimizing
your website or your um your
on mobile for mobile okay
so this is my favorite part personally
so we took all of the
information that we gathered about the
influencers and the media
and we actually wanted to use it to
better understand
what kind of human we’re talking to what
are they interested in what are they
looking at
i’m going to share some videos from or a
video and a website
from this influencer lineup hopefully
the technology will support me
let’s see
yeah it does celery juice
can kill it’s interesting right
what does it kill it kills the pathogens
of viruses
hhv6 hhv7
epstein-barr hpv
sediment virus herpes simplex
8 1 2 hh v8
hhp 10 through 16. people walk around
with all these different bugs
they have them in them these bugs
different varieties of shingles viruses
the different varieties of epstein bar
it gives you the fatigue and all the
different vertigo tingles and numbness
aches and pains
celery juice kills and it kills for you
it’s killing okay so i had no idea i
will definitely be going out for
celery juice later this afternoon i
don’t know about you guys
um so that is the type of thing the dr
josh axe videos they’re very similar
that is the type of thing that this
consumer is looking at
this also goes to a little bit into
another uh
or similar an extreme down that road i
want to show you the sage goddess
so this is a website that your consumer
is very interested in and if you poke
into the shop
uh drop down these are the things that
are happening on this website
healing crystals smudging and incense
ritual sets you actually have the option
to shop by intention
um gemstones of course magical candles
and such
so it really gives you an amazing
uh peek into the interest and the
of this target audience there
are each of these are linked to content
and of course at the end of the webinar
you will get a copy of this so you can
do even more research
so now that we’re looking at media and
it’s it’s fascinating the flexitarians
all of the media
is all food and wellness related
predominantly i shouldn’t say all but
it’s almost
all food and wellness related and right
here you have a cheat sheet for exactly
where to reach your audience
and then you know the brands are
obviously like healthy food brands and
supplement brands
and then the shopping channels are food
oriented and they’re you know thrive
amazon handmade is interesting that
makes sense for this type of consumer
the actual personality traits that are
highlighted so as we said all of the
personality traits are scored on a
so we pulled out what are the most
relevant and interesting insights so i’m
going to explain the actual trait to you
now and then kelly
in the next few slides is going to talk
about how to connect
those traits to your creative
so this uh audience is high in openness
which means that they are they’re open
they have a lot of different interests
they’re curious about other people
they’re curious about the world
they’re always looking for new things to
do new experiences new information etc
high cautiousness means that they think
through all of their decisions very
carefully and they’re
more risk-averse which does have a
particular application in terms of
marketing a cpg brand and we’ll talk
about that
they are high authority challenging
which means that they
challenge authority and traditional
values they do not go along to get along
they are
out to affect change and they are
willing to stand up for it
and then low excitement seeking means
that they prefer
activities and messages that are on the
commerce side that are on the safer side
so they’re not looking for a big high
sensation graphics
in their um creative in their experience
of a brand
kelly why don’t you talk a little bit
about how we tied these insights to this
invented brand yes indeed
um so as danielle mentioned i’m going to
talk about
um the insights that we’ve pulled from
these personality traits that we
highlighted and how that works
in a creative execution we’ll start just
with packaging
um as she mentioned this is a brand that
we created
just as an example to show how the
insights could be used
so the first insight is high openness
this consumer
cares more about features than
aesthetics and that’s
really important to note so we have in
the creative execution
listed out ingredients right on the pdp
all the different claims um are really
organized the digestible
and that that type of information
gathering that really appeals to this
consumer with a high openness
and they also really know food so
they’re eager for really detailed
um and i think the key in using this
insight is
you know still you don’t want a very
cluttered package
because you know that the detail isn’t
there you want to really be able to
and understand that detailed information
and the next insight is high
cautiousness so this consumer
also craves information so this is very
consistent kind of the theme of these
are are information right detailed
so um because they’re highly cautious
they need reassurance
and information helps instill a sense of
trust in the brand
um the next one is high authority
challenging and openness so that
consumer loves new novel innovative
products so
clearly highlighting that newness
is really beneficial in this area
the next one is low excitement seeking
information it’s more important than
so complex designs really appeal to this
and i want to note again because we know
in packaging design that the simpler the
in terms of impact and shop ability
so it takes some finesse to really use
these types of insights while on a
packaging design
complex doesn’t necessarily mean busy
and shouldn’t mean confusing you don’t
want those details and that information
to become convoluted and hard to
digest the purpose of giving all this
information is so that the consumer can
understand your product better right
you can skip to the next one
it’s a zoom challenge there you go
uh okay so now we’ll show you how we
link the insights to
other types of creative executions um
there’s a theme to these insights as
well it’s kind of it’s kind of risk
right so low susceptibility to stress
um you want to focus on a health message
um not an indulgence message even if
your product is indulgent
and this should be information driven
this consumer does not like risk so to
de-risk a first-time buy with a coupon
is a really good tactic
um this is also a highly co cautious
consumer again about perceived risk so
coupons are great um and and same with
the low excitement seeking so
this consumer wants to trust the product
before they purchase it
good things you can do to decrease the
perceived risk
is consumer testimonials which we have
on here
influencer endorsements and again
and just to recap the do’s and don’ts so
do emphasize features
precise detailed information ingredients
do highlight the newness or the
unconventional attributes
innovative all that type of stuff
do appeal to their cautious nature with
an endorsement from an influencer
and provide a low-risk opportunity for
product trial like a coupon or a
don’t create high sensation creative
brand with a ton of personality
that lacks substance right so you need
to have that substance and that
um kind of weight to your brand
um be don’t be afraid to be different
unconventional or even subversive with
your content and tone
okay so millennial moms you know what
millennial moms are they’re moms and
they’re millennials
obviously they actually self-refer as
millennial moms on social media
they are very creative they’re into
into diy they’re really ambitious and
enterprising and they’re also
value driven now they have a sense of
and they consume really humorous content
i’m going to show you some
it blew my mind a little bit maybe you
guys are already looking at this content
um they really like brands that
obviously cater their kids
that are solution oriented and they’re
really um
compelled by social causes by mission
driven brands
the demographics here are obvious they
are also very
active on mobile 69 that’s so that’s
something to note
so you have a lineup here of 10
influencers these are the 10 top
in this group six of these 10 are
um so they’re looking for a comedic
they’re looking for some humor in their
life um i’m going to play
a video by tiffany jenkins called why
i’m a confusing wife
that is hilarious
i’m seriously so fat i can’t even look
at myself in the mirror anymore
i’m over it babe stop you’re beautiful
i’m going to the store do you need
yeah can you give me a snickers bar
oh i just feel like i need to live a
little i just sit at the house with the
kids all the time i’m bored out of my
i need friends i need to do something
with my life
babe uh since the kids are gonna be at
grandma’s tomorrow night sheila and dan
want to know if we want to go
play putt-putt oh no no
okay why no i listen
i hate small talk okay and there’s going
to be lots of awkward silences
and i have to brush my hair i just kind
of want to hang out here
no i’m not trying to be a jerk it’s just
that i i do
everything like it would not kill you to
wash a dish
you know what i’m saying it’s we’re a
the dish towel that you’re using is for
only so if you could not wash the dishes
with that i would really appreciate it
are you serious i just feel like
you’re not really paying attention to me
anymore sometimes i
feel invisible peekaboo
can i help you i was just coming to
check on you see how you’re doing why
can’t i
okay so i don’t know about you guys but
i find that
uh comedian hilarious i can see
why that resonates with um millennial
and now this other one is really it
really doesn’t get more millennial than
this so this
woman whoops apologies uh
she makes music sorry makeup tutorials
while talking about the history of
serial killers so you just gotta watch
that’s when it said that he discovered
that he was gay
during this time so she shows people
have some parents
they’re doing makeup while talking about
and they were going to try counseling
marriage counseling to try and save
their marriage because
you know they wasn’t looking to so
it really does give you unique insight
into the personality of this uh
consumer group they’re also looking at
the penny hoarder which is
you know all about savings and um sort
of money hacks
scary mommy which is uh entertainment
and contact
content rather specifically for
millennial moms
inked apparently into tattooing um
and all of these 10 influencers have
content linked so you can easily
look through this and research more on
your own
so with millennial moms the media they
are consuming is a little bit more
diverse so they’re looking at workout
they’re looking at crafty stuff diy
artsy stuff jewelry there
are two subscription uh platforms in
here for lingerie and for cosmetics
and then some food stuff um and the
brands are as you might expect
kid related and they’re shopping at um
you know tj maxx and ulta
old navy target ikea that sort of thing
so the personality traits that are
common to moms are different than the
ones that are common to flexitarians
and so the way you would want to market
is different
they are high on emotionality so
emotionality is also sometimes known as
neuroticism if you think of high
emotionality versus low emotionality
neuroticism versus emotional stability
this means that
they feel things deeply they have a lot
of feelings fears passions
all of that kind of stuff they tend to
be sensitive
they are high on agreeableness which
yeah means warm and friendly
it also means that they’re very
interested in people
and they’re happy to help and
they have a lot of empathy they are high
in uncompromising
um so they think it’s wrong to take
advantage of others to get ahead
they are very aligned with this idea
they’re very into justice and integrity
they tend to be somewhat rigid with
their ideas
this applies when managing social media
for a brand that targets millennial moms
you really want to be responsive
um with their feedback and their
comments etc
and then high achievement striving is
setting goals being ambitious
they’re very persistent and diligent in
whatever they’re trying to
achieve now how these personality traits
to creative kelly will talk about
well so i’m gonna talk through a brand
that actually
exists that we helped um create
and uh we thought it was a great example
a brand that’s effectively targeting the
millennial mom
so this is wonderlab doozy pots one of
our favorites
so um the first insight i’m gonna talk
about is high emotionality
uh so this is all about going big
this consumer responds to emotionally
driven communication and visuals
um you know this the the doozy
image is really high impact it’s
colorful it’s provocative it establishes
a feeling tone and it has messaging to
match so that all kind of goes
uh with the high emotionality um
and then we have high agreeableness this
consumer wants her brands to have values
beyond profits
um so it’s super important to
communicate any social mission right up
um as we did on the website and
packaging here with
you know strong iconography and really
clear copy
and keep that message consistent
um high uncompromising so she’s a market
so you want to share your brand story
and go really deep with the content
again really focusing on the values
you can go to the next slide
hold please
there we go okay so here are some social
executions that we think utilize these
insights well
uh the one on the bottom right we just
created to kind of
illustrate a point here so it’s not real
the first insight insight is high
achievements driving
so this consumer wants you to show her
how your product
will help her reach her goals so in this
case her goal is to you know treat her
with better for you desserts or slightly
better desserts right
so you want to make it really clear how
your brand fits within her lifestyle
and helps her meet those goals high
she responds to emotionally driven
like that post on the top here where we
talk about the um
the brand’s founder story this type of
message this type of inspirational
messaging will really
resonate with the high emotionality type
of consumer
and then we have high uncompromising so
we want to go broad
and deep with the content so the founder
story the social mission
the product benefits the usage ideas all
of that stuff is really relevant to this
they’re really searching out and seeking
out that type of information
so to recap with this consumer do engage
your audience with content that goes
beyond the product
so go broad and deep engage with the
full human
do talk about your social mission so
social mission
cause-related marketing that really
clicks with this crowd
do go big bold colorful provocative
emotionally driven connect emotionally
authenticity and inspiration are key
with this consumer
um don’t ignore questions comments and
feedback on social channels this
audience is likely to seek out more
and don’t forget to emphasize the
solution or the benefit your product
brings the consumer
features do take a backseat to benefits
with this particular consumer
all right that is pretty much it to sum
it up
it’s um this is so much fun for us we
love these insights because
as creatives we really understand
that this type of insight can give your
marketing endeavor
superpowers um and a study was conducted
that showed
that creative made with these
personality traits in mind
received 40 more clicks and 50 more
over creative that was created without
that was impersonal
and and not catering to these
personality traits
so this kind of robust consumer persona
is really
guaranteed to resonate with your target
audience and to
have results so with that we thank you
very much
for joining us and if you have a
question please
type it into the q a which is
in your toolbar next to the chat
let’s see we have some questions
uh sorry i’m going to read the question
aloud this is a really good question
how much of the traits that are
millennial mom are also millennial
singles high emotionality cause and
mission driven
what’s millennial mom uh what’s
millennial versus mom
that’s a really good question to which i
do not have an answer because i did not
do a research study on millennial i’m
not sure
uh we have derek from our research team
who might want to add to this
i millennial is very very broad and the
idea would be to
actually get more and more specific with
the target
uh rather than to broaden that target
derek do you want to add something
i would just echo what you said which is
millennial is such a big category when
you’re dealing with
such a large group you tend to be
dealing at averages which we like to shy
away from and start to sub segment
groups to get
closer to a personality for that
specific group that we can
we can attribute individual traits to
versus such a large group like
what i will say though is that if you
think about
the idea that a lot of flexitarians and
again i don’t have data on this for this
presentation but a lot of flexitarians
are in fact
also millennials but the personality
for a millennial flexitarian is not high
in emotionality
they might be cause and mission driven
sure but they’re not high in
and they have some distinct differences
so you would want to change your
or your your creative executions a
little bit to
to meet that personality time type
rather so there are some notable
differences and i do
think that it illuminates some
interesting things
thank you for that question let’s see we
have a couple more
yes this deck will be available after
the webinar
um and okay so what basically this
question that i have is about the
deliverable if you were to actually
engage in a personality analysis study
with us
so the deliverable would be and it would
the data the analysis and then our
interpretation of that data
and recommendations in terms of creative
application and marketing
so street uh strategic application both
for the brand for the business drivers
and for the um
the marketing and creative and
another question is where can we learn
more about this type of research
so we’ll be sending this deck out after
the webinar completes
at the back of the deck are a couple of
reference slides so there’s a cheat
sheet to learn
more about the um big five personality
model and the sub characteristics and
more detail and then there’s also a
reference guide so there are
a ton of articles and different things
that you can
use to further explore
are there any other questions
i think we’re actually ahead of schedule
so we will
gift you back a few minutes in for your
busy day
um thanks for joining us we hope to
see you next time the next time we
produce a webinar