Academic research has identified that consumers' personailties can be used to predict their brand choices. Extroverts prefer Coca-Cola, Agreeable people tend to prefer Pepsi.
Eben Haber and his team at IBM's Almaden Research Centre believe it won't be long before it will be commercially possible to target consumers based on personality profiles identified from analysis of their Twitter feeds.
Maybe it's about time we started to factor personality-type into our innovation programmes – and maybe more importantly, into how we assess conceptual success when we interpret product and positioning performance in research?
