Thinkers are go-getters and Perceptive people are creative and fun… By Taka, Kazuya Darren, Tina

Meyers-Briggs Personality Assessment developed to make C. G. Jung's personality type theory understandable and useful in people's lives developed to make C. G. Jung's personality type theory understandable and useful in people's lives one of the most popular and widely-used psychometric instruments for assessing personality characteristics in non-psychiatric populations. one of the most popular and widely-used psychometric instruments for assessing personality characteristics in non-psychiatric populations. Applications have been made across a broad human experience, including in areas such as: Applications have been made across a broad human experience, including in areas such as: counseling and psychotherapy counseling and psychotherapy education, learning styles, and cognitive styles education, learning styles, and cognitive styles career counseling career counseling management and leadership in organizations management and leadership in organizations health-related issues. health-related issues.

Developed by Katherine Briggs (mother) & Isabel Briggs (daughter) Katherine Briggs (mother) & Isabel Briggs (daughter) Isabel’s comment to her associate; Isabel’s comment to her associate; "You psychologists focus on what's wrong with people. The MBTI is about "You psychologists focus on what's wrong with people. The MBTI is about what's right with people. what's right with people. We must not hurt the MBTI by making it look like your other clinical instruments."

MBTI Types Sensing (S)iNtuition (N) Sensing (S)iNtuition (N) Thinking (T)Feeling (F) Thinking (T)Feeling (F) Judging (J)Perceiving (P) Judging (J)Perceiving (P) Extraversion (E)Introversion(I) Extraversion (E)Introversion(I)

Thinking Characteristics Instinctively search for facts and logic in a decision situation Instinctively search for facts and logic in a decision situation Focus on tasks and work to be accomplished. Focus on tasks and work to be accomplished. Easily able to provide an objective and critical analysis. Easily able to provide an objective and critical analysis. Accept conflict as a natural, normal part of relationships with people. Accept conflict as a natural, normal part of relationships with people. Feeling Characteristics Instinctively employ personal feelings and impact on people in decision situations. Instinctively employ personal feelings and impact on people in decision situations. Being sensitive to people needs and reactions is a prime consideration. Being sensitive to people needs and reactions is a prime consideration. Naturally seek consensus and popular opinions Naturally seek consensus and popular opinions Unsettled by conflict; have almost a toxic reaction to disharmony. Unsettled by conflict; have almost a toxic reaction to disharmony.

Judging Characteristics Plan many of the details in advance before moving into action. Plan many of the details in advance before moving into action. Focus on task-related action; complete meaningful segments before moving on. Focus on task-related action; complete meaningful segments before moving on. Work best and avoid stress when keep ahead of deadlines. Work best and avoid stress when keep ahead of deadlines. Naturally use targets, dates and standard routines to manage life. Naturally use targets, dates and standard routines to manage life. Perceiving Characteristics Perceiving Characteristics Comfortable moving into action without a plan; plan on-the-go. Comfortable moving into action without a plan; plan on-the-go. Like to multitask, have variety, mix work and play. Like to multitask, have variety, mix work and play. Naturally tolerant of time pressure; work best close to the deadlines. Naturally tolerant of time pressure; work best close to the deadlines. Instinctively avoid commitments which interfere with flexibility, freedom and variety Instinctively avoid commitments which interfere with flexibility, freedom and variety

Consumer Values From Roper Starches article in American Demographics, October 2000 named Re- Mapping the World of Consumers

Consumer Values Creative Challenge my mind, broaden my horizons Creative Challenge my mind, broaden my horizons Fun Seeker Entertain me with fun, friends, and fantasy Fun Seeker Entertain me with fun, friends, and fantasy Intimate Help me relax and enjoy my life Intimate Help me relax and enjoy my life Devout Respect me and my family Devout Respect me and my family Altruist Enrich me so I can contribute to the world Altruist Enrich me so I can contribute to the world Striver Just cut to the chase, don’t waste my time Striver Just cut to the chase, don’t waste my time

Our Survey We decided we wanted to do a correlation study between the Meyers-Briggs Personality types and the Consumer Value types. We surveyed 24 people from the BYU-Hawaii campus from many different countries. The survey contained 30 questions relating to consumer values. We took these results and compared them to each of the interviewed people’s MBTI results.

Our Results Perceiving people had a Creatives tendency Perceiving people had a Creatives tendency Perceiving people had a Fun Seeker tendancy Perceiving people had a Fun Seeker tendancy Thinking people had a Strivers tendency Thinking people had a Strivers tendency

Creatives Creatives are intellectual and curious people. They take an active roll in life. They like to exercise both their bodies and brains, through participation in everything from sports to culture. They are enthusiastic about technology and optimistic about life. They like to experience life to the fullest. They prefer time over money to pursue their many interests.

Survey Results

Interpretation Perceiving people have about a 15% more likelihood of having Creative Tendencies. For example, if you were an advertiser trying to reach perceivers, you could do the following: Make and end cap display for spontaneous shoppers. The display should be eye-catching and interesting. It should have some depth and not just “eye candy”.

Fun Seekers Fun Seekers like to pleasure their senses. They experience through touch, smell, taste, sight, and sound. They play with life. They are into music, food, sports, and watching videos. They would rather go out than stay in. They would rather be with friends than family. Like Creatives, they are interested in technology, but only so they can play harder. They focus on external appearances and material things.

Survey Results

Interpretation Perceiving people have about a 15% more likelihood of having Fun Seeker tendencies. For example, if you wanted to sell the convertible, Volkswagen Beatle to a Perceiver, it should have lots of sensory input and appeal to their sense of appearance and need for material things.

Strivers Strivers are everything that the other 5 groups are not. They care most about: ambition, power, wealth, and status. They have no concept of leisure time. They have no time to play; they are too busy getting ahead. They like to work late, come home and watch the news, then check the Internet for stock tips. Strivers haven't made it--they are not an affluent group. But they want to get there, and they are serious about it. When they do make time to shop, it's to enhance their public image with prestige brand names and flashy cars.

Survey Results

Interpretation Thinking people have about a 15% more likelihood of having Striver tendencies. For example, if you wanted to sell a computer to a Thinker, you should not focus on the appearance and go straight to the data. Give them the facts and statistics of the machine.

Disclaimer Small sample size Small sample size We had a very small sample. For it to be more viable, we should have sampled at least twice as many people as we did. Skewed sampling pool Skewed sampling pool Our statistics came from a very small area. To make the study more viable, we should extend our samples to a wider variety of people.

Summation Marketing to Perceivers as being Creatives and Fun Seekers Marketing to Perceivers as being Creatives and Fun Seekers Make the display fun and exciting while still giving the consumer something to think about. Make the display fun and exciting while still giving the consumer something to think about. Marketing to Thinkers being Strivers Marketing to Thinkers being Strivers Cut to chase and don’t worry about making it pretty, just practical. Cut to chase and don’t worry about making it pretty, just practical.

Conclusion This research shows that by combining two variables, we can focus on consumers with more accuracy and cater to their individuality.