February 9, 2026
Risk
December 14, 2023
Alternative Data
Is personality-based targeting the way of the future for customer interaction? Explore the article to find out why.
Device Analytics for Outcome-Based Marketing
The advent of artificial intelligence (AI) and machine learning (ML) has further revolutionised personality-based targeting solutions. By analying extensive behavioural data collected from customer interactions on web pages or mobile applications, these technologies provide not only deeper insights into customer personalities, but can also predict their future behaviour. For example, by leveraging smartphone metadata collection combined with ML and behavioural psychology, profound insights can be provided into who the top-performing customers are and how to target them based on their personality types and target variables. By predicting personality types based on smartphone usage, communication styles can be tailored to individual personalities, facilitating more effective marketing campaigns.
Having analysed 1 million data sets (such as battery charging times or screen brightness) we have built a robust framework that is currently deployed in production. In particular, five smartphone users’ personas were identified. Each persona is the result of an in-depth analysis of specific traits possessed by users with similar patterns, interests, and app- personalities. These traits allow us to identify connections amongst individuals that traditional, generic demographic filters can’t. We combine the two to deliver a better picture of who customers really are.The success of this technology is evident, with major industry players adopting the approach. Here are some examples of psychological/personality-based targeting that leveraged Social Motivation and Informal Tone to highlight Scarcity and influence Ego to drive up to 40% more clicks and up to 50% more purchases than their mismatching or unpersonalised counterparts:
- Enthusiast: This segment is more engaged with their phone and with life in general. They are outgoing, effective people who like to take on the world and win. They admire the persistent hero and strong ruler archetypes.
- Organiser: This segment is no-nonsense people who want strategy and efficiency.They are less engaged with exploration or entertainment, and more with productivity tools. The language should be formal, practical, and matter-of-fact.
- Hedonist: This segment likes to consume entertainment content, and less likely to use more functional apps. They are emotional people who like fun and escape. They admire the joker and magician archetypes. They respond best to emotional, thrilling, and magical language. They follow celebrities.
- Realist: This segment is more likely to use a basic phone for functional reasons. They are agreeable and sensible, and like to engage with pragmatic content like news. They admire the everyman and carer archetypes. They like language to bekind, approachable, and positive. They are influenced by friends and family.
- Artist: This segment is more likely to engage with artistic content, and be open to new things. They are less social and organised. Overall, they are thoughtful and reflective. They admire the creative and wise archetypes. They like language to be verbose, new, cultural, and interesting. The tone should be thoughtful.
- A notification targeted to Enthusiasts:
- A notification targeted to Realists:
- A notification targeted to Organisers:
Device Analytics for Outcome-Based Marketing
The advent of artificial intelligence (AI) and machine learning (ML) has further revolutionised personality-based targeting solutions. By analying extensive behavioural data collected from customer interactions on web pages or mobile applications, these technologies provide not only deeper insights into customer personalities, but can also predict their future behaviour. For example, by leveraging smartphone metadata collection combined with ML and behavioural psychology, profound insights can be provided into who the top-performing customers are and how to target them based on their personality types and target variables. By predicting personality types based on smartphone usage, communication styles can be tailored to individual personalities, facilitating more effective marketing campaigns.
Having analysed 1 million data sets (such as battery charging times or screen brightness) we have built a robust framework that is currently deployed in production. In particular, five smartphone users’ personas were identified. Each persona is the result of an in-depth analysis of specific traits possessed by users with similar patterns, interests, and app- personalities. These traits allow us to identify connections amongst individuals that traditional, generic demographic filters can’t. We combine the two to deliver a better picture of who customers really are.The success of this technology is evident, with major industry players adopting the approach. Here are some examples of psychological/personality-based targeting that leveraged Social Motivation and Informal Tone to highlight Scarcity and influence Ego to drive up to 40% more clicks and up to 50% more purchases than their mismatching or unpersonalised counterparts:
- Enthusiast: This segment is more engaged with their phone and with life in general. They are outgoing, effective people who like to take on the world and win. They admire the persistent hero and strong ruler archetypes.
- Organiser: This segment is no-nonsense people who want strategy and efficiency.They are less engaged with exploration or entertainment, and more with productivity tools. The language should be formal, practical, and matter-of-fact.
- Hedonist: This segment likes to consume entertainment content, and less likely to use more functional apps. They are emotional people who like fun and escape. They admire the joker and magician archetypes. They respond best to emotional, thrilling, and magical language. They follow celebrities.
- Realist: This segment is more likely to use a basic phone for functional reasons. They are agreeable and sensible, and like to engage with pragmatic content like news. They admire the everyman and carer archetypes. They like language to bekind, approachable, and positive. They are influenced by friends and family.
- Artist: This segment is more likely to engage with artistic content, and be open to new things. They are less social and organised. Overall, they are thoughtful and reflective. They admire the creative and wise archetypes. They like language to be verbose, new, cultural, and interesting. The tone should be thoughtful.
- A notification targeted to Enthusiasts:
- A notification targeted to Realists:
- A notification targeted to Organisers:
Balancing Power and Responsibility: The Importance of Ethical Data Usage
Despite all its advantages, personality-based targeting is not without risks and limitations. The Cambridge Analytica case serves as a stark reminder that misuse of data can lead to ethical breaches and public backlash. Consequently, businesses must handle data carefully, prioritise ethics, and obtain explicit consent for psychological targeting. Although the same data can be used for diverse use cases, providing snapshots of users that can enrich data for marketing purposes, privacy and data security must be maintained.
Personality-based targeting undoubtedly presents an exciting frontier for businesses, with the potential to drive consumer engagement and business growth in unprecedented ways. With a focus on ethics and consent, businesses can build trust and create a more personalised yet respectful marketing landscape.
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