Marketing To Women - UK - March 2011

Consumer behaviour can be complicated and bewildering. What makes women think, feel and reason in a certain way? How do they choose between different product alternatives (eg brands, products and retailers) and equally what influences their purchase decisions (eg culture, family, media)?

Identifying an individual’s personality type makes it easier to understand the underlying behavioural patterns of that individual. A woman may behave differently depending on situations, even though her personality is relatively stable. However, personality traits and characteristics have a strong influence on her behaviour.

Based on a combination of the ’Big 5 personality factors‘ proposed by researchers Costa and McCrae and Raymond Cattell's 16 Personality Factors, Mintel’s research covers the following six core personality traits that are measured in the marketing to women survey.

• Personality traits and characteristics have a strong influence on behaviour; based on a combination of the ’Big 5 personality factors‘ proposed by researchers Costa and McCrae and Raymond Cattell's 16 Personality Factors, this report delves deeper into the core personality traits of women.
• What makes women think, feel and reason in a certain way?
• How do women choose between different brands, products and retailers?
• To what extent does culture, family and media influence their purchase decisions?
• How do women evolve through the age groups and lifestages, and how does this affect their relationships with brands and the choices they make?

Marketing to Men - UK - January 2011

Consumer behaviour can be complicated and bewildering. What makes men think, feel and reason in a certain way? How do they choose between different product alternatives (eg brands, products and retailers) and equally what influences their purchase decisions (eg culture, family, media)? Identifying an individual’s personality type makes it easier to understand the underlying behavioural patterns of that individual. Even though a person may behave differently depending on situations, personality is regarded as relatively stable. Personality traits and characteristics have a strong influence on behaviour.

Based on a combination of the ’Big 5 personality factors‘ proposed by researchers Costa and McCrae and Raymond Cattell's 16 Personality Factors, Mintel’s research covers six core personality traits that are measured in the marketing to men survey.

• Marriage rates are in decline and the number of single person households are growing. Men are increasingly the main shopper but their shopping habits differ to women and marketeers needs to understand who the current UK male is and who he aspires to be.
• Personality traits and characteristics have a strong influence on behaviour; based on a combination of the ’Big 5 personality factors‘ proposed by researchers Costa and McCrae and Raymond Cattell's 16 Personality Factors, this report delves deeper into the core personality traits of men.
• What makes men think, feel and reason in a certain way?
• How do men choose between different brands, products and retailers?
• To what extent does culture, family and media influence their purchase decisions?
• How do men evolve through the age groups and lifestages, and how does this affect their relationships with brands and the choices they make?

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Marketing to Women - UK – 2011

Consumer behaviour can be complicated and bewildering. What makes women think, feel and reason in a certain way? How do they choose between different product alternatives (eg brands, products and retailers) and equally what influences their purchase decisions (eg culture, family, media)?

Identifying an individual’s personality type makes it easier to understand the underlying behavioural patterns of that individual. A woman may behave differently depending on situations, even though her personality is relatively stable. However, personality traits and characteristics have a strong influence on her behaviour.

Based on a combination of the ’Big 5 personality factors‘ proposed by researchers Costa and McCrae and Raymond Cattell's 16 Personality Factors, Mintel’s research covers the following six core personality traits that are measured in the marketing to women survey.

Marketing to Men - UK – 2011

Consumer behaviour can be complicated and bewildering. What makes men think, feel and reason in a certain way? How do they choose between different product alternatives (eg brands, products and retailers) and equally what influences their purchase decisions (eg culture, family, media)? Identifying an individual’s personality type makes it easier to understand the underlying behavioural patterns of that individual. Even though a person may behave differently depending on situations, personality is regarded as relatively stable. Personality traits and characteristics have a strong influence on behaviour.

Based on a combination of the ’Big 5 personality factors‘ proposed by researchers Costa and McCrae and Raymond Cattell's 16 Personality Factors, Mintel’s research covers six core personality traits that are measured in the marketing to men survey.

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What personality type are you?

In social situations with friends, thinking about yourself - Do you feel you...

Please answer this question

… tend to talk too much
… tend to talk a lot, but listen to others as well
… tend to be quite quiet, but speak when something sparks my interest
… tend to be too quiet

Imagine you are staying at a hotel overnight. You have the room to yourself. It is late at night and the person in the room next door is making a lot of noise, which is disturbing you. Which of the following are you most likely to do?

Please answer this question

Bang on the person’s door and shout at them to keep the noise down
Knock on the person’s door and calmly ask them to keep the noise down
Bang on the wall, but not go and speak to the person directly
Call down to reception to ask them to sort out the problem
Do nothing, it will stop eventually

How do you feel about criticising other people in general?

Please answer this question

I am happy to criticise and quite enjoy it
I am comfortable criticising when necessary
I generally feel uneasy criticising, but will do if unavoidable
I am very uneasy criticising other people and would rather someone else did it

In a group situation, completing an important task, which of the following describes how you behave?

Please answer this question

I like to take a leading role
I try to be part of the team and openly contribute
I tend to sit back and let more dominant people take the lead

How adventurous do you think you are in life?

Please answer this question

Not at all - I generally stick to things I have tried before
Slightly - I’m quite adventurous but I assess the situation first
Very - I am always looking to try new things

Thinking about your life in general, which of these options best describes you?

Please answer this question

I rarely make plans, I prefer to take life as it comes
I sometimes make plans, but don’t always stick to them
I plan everything in advance and generally stick to my plans

In order to find out what personality type you are, we need to know your gender.

Please answer this question

Male Female

Personality profile: Mr Accomplished (24% of the population sampled)

Extraversion

Goes from talking a lot to being rather quiet in a social group situation to find the right balance between talking themselves and listening to others

Dominance

Likes a dominant role, but also tries to be part of (his) the team

Agreeableness

Is generally comfortable criticising others when he feels it to be necessary, occasionally even enjoys it

Conscientiousness

Is a planner, who likes to know what happens in advance and generally sticks to his plans

Neuroticism / Confrontation

Tries to avoid direct confrontation and prefers to have others deal with a problem. In case of a noisy hotel neighbour, Mr Accomplished would ask reception to sort out the problem

Openness

Sees himself as quite adventurous but assesses situations first before acting

Like to know about targeting Mr Accomplished and 4 other types in your marketing? Download the Marketing to Men report now (Marketing to Women also available.)

Personality profile: Mr Cultured (11% of the population sampled)

Extraversion

Generally tends to talk to much, but tries to listen to others too

Dominance

Very much likes to take a leading role in group situations

Agreeableness

Is less likely to criticise others and only does it if unavoidable

Conscientiousness

Depending on situations, does make plans and tries to stick to them

Neuroticism / Confrontation

Likely to keep the harmony and won’t confront a noisy hotel neighbour directly. He would rather call reception for help or wait for it to stop

Openness

Sees himself as quite adventurous but I assesses the situation first

Like to know about targeting Mr Cultured and 4 other types in your marketing? Download the Marketing to Men report now (Marketing to Women also available.)

Personality profile: Mr Exuberant (20% of the population sampled)

Extraversion

Tends to talk too much/a lot, but listens to others as well

Dominance

Likes to take the leading role in a group when completing an important task

Agreeableness

Is happy to criticise others and sometimes even quite enjoys it, but generally feels comfortable criticising when necessary

Conscientiousness

Rarely makes plans and prefers to take life as it comes

Neuroticism / Confrontation

Does not fear confrontation. When asked how to deal with a noisy hotel room neighbour Mr Exuberant would quite happily go and ask the person to turn the noise down, either by shouting at them or calmly asking them

Openness

Very open to new experiences and thus, always looking to try new

Like to know about targeting Mr Exuberant and 4 other types in your marketing? Download the Marketing to Men report now (Marketing to Women also available.)

Personality profile: Mr Passive (24% of the population sampled)

Extraversion

A rather quiet character, who considers himself as sometimes too quiet in social situations

Dominance

When completing a group task, Passive tends to sit back to let more dominant people take the lead

Agreeableness

Has a very high score on the agreeableness scale that expresses itself by a very uneasy feeling when there is a need to criticise someone else. He would rather someone else did it.

Conscientiousness

Is not necessarily a planner, but does make plans in certain situations and tries to stick to them

Neuroticism / Confrontation

Confrontation has to be avoided by all means. Confronted with a noisy neighbour in a hotel, Mr Passive would wait for it to stop or in very annoying cases call down to reception to ask for help.

Openness

Not very open to new things with the tendency to stick to things he has tried before

Like to know about targeting Mr Passive and 4 other types in your marketing? Download the Marketing to Men report now (Marketing to Women also available.)

Personality profile: Mr Uncomplicated (20% of the population sampled)

Extraversion

Tends to be quite quiet, but can talk a lot if something sparks his interest

Dominance

Tries to be part of the team and openly contributes

Agreeableness

Generally feels uneasy criticising, but is not afraid of doing so within reason

Conscientiousness

Tries to plan everything in advance and generally sticks to his plans

Neuroticism / Confrontation

Is not afraid to confront people. When disturbed by a noisy hotel neighbour Mr Uncomplicated would either go and ask the person to keep the noise down or bang on the wall to stop it.

Openness

Is quite adventurous, but not without a situation assessment beforehand

Like to know about targeting Mr Uncomplicated and 4 other types in your marketing? Download the Marketing to Men report now (Marketing to Women also available.)

Personality profile: Ms Accomplished (16% of the population sampled)

Extraversion

Goes from talking a lot to being rather quiet in a social group situation to find the right balance between talking themselves and listening to others

Dominance

Tries to be part of the team by openly contributing, but also enjoys taking a dominant role

Agreeableness

Is generally comfortable criticising others when she feels it to be necessary, occasionally even enjoys it

Conscientiousness

Is a planner, who likes to know what happens in advance but doesn’t always stick to her plans

Neuroticism / Confrontation

Tries to avoid direct confrontation and prefers to have others deal with a problem. In case of a noisy hotel neighbour, Ms Accomplished would ask reception to sort out the problem

Openness

Sees herself as quite adventurous but assesses situations first before acting

Like to know about targeting Ms Accomplished and 4 other types in your marketing? Download the Marketing to Women report now (Marketing to Men also available.)

Personality profile: Ms Cultured (26% of the population sampled)

Extraversion

Talks a lot or too much, but does make the effort to try to listen to others too

Dominance

Openly contributes in a team environment, but will also take a leading role

Agreeableness

Is less likely to criticise others and only does it if unavoidable

Conscientiousness

Although more likely to make occasional plans even if she doesn’t stick to them, Ms Cultured is more likely than other women to plan everything in advance.

Neuroticism / Confrontation

Likely to keep the harmony and won’t confront a noisy hotel neighbour directly. She would rather call reception for help or wait for it to stop

Openness

Sees herself as quite adventurous but assesses the situation first

Like to know about targeting Ms Cultured and 4 other types in your marketing? Download the Marketing to Women report now (Marketing to Men also available.)

Personality profile: Ms Exuberant (16% of the population sampled)

Extraversion

Tends to talk too much/ a lot, but listens to others as well

Dominance

Likes to take the leading role in a group when completing an important task

Agreeableness

Is comfortable criticising others when necessary and is the most likely to actually enjoy it

Conscientiousness

Sometimes makes plans but doesn’t always stick to them. Highly spontaneous – unfazed by taking life as it comes

Neuroticism / Confrontation

Does not fear confrontation. When asked how to deal with a noisy hotel room neighbour Ms Exuberant would quite happily go and ask the person to turn the noise down, either by shouting at them or calmly asking them

Openness

Very open to new experiences and always looking to try new things. Even the less adventurous Ms Exuberant would consider doing something different after assessing the situation

Like to know about targeting Ms Exuberant and 4 other types in your marketing? Download the Marketing to Women report now (Marketing to Men also available.)

Personality profile: Ms Passive (20% of the population sampled)

Extraversion

A rather quiet character, who considers herself as sometimes too quiet in social situations

Dominance

When completing a group task, she tries to contribute, but feels more comfortable than others to sit back and let more dominant people take the lead

Agreeableness

Has a very high score on the agreeableness scale that expresses itself by a very uneasy feeling when there is a need to criticise someone else, she would rather someone else did it.

Conscientiousness

Is a keen planner, although she prefers to retain some flexibility and is most comfortable to make plans but sometimes change them

Neuroticism / Confrontation

Confrontation has to be avoided by all means. Confronted with a noisy neighbour in a hotel, Ms Passive would wait for it to stop or in very annoying cases call down to reception to ask for help.

Openness

Not very open to new things with the tendency to stick to things she has tried before

Like to know about targeting Ms Passive and 4 other types in your marketing? Download the Marketing to Women report now (Marketing to Men also available.)

Personality profile: Ms Uncomplicated (20% of the population sampled)

Extraversion

Tends to be quite quiet, but can talk a lot if something sparks her interest

Dominance

Tries to be part of the team and openly contributes

Agreeableness

Generally feels uneasy criticising, but is not afraid of doing so within reason

Conscientiousness

Plans some things in advance and generally sticks to her plans

Neuroticism / Confrontation

Is not afraid to confront people. When disturbed by a noisy hotel neighbour Ms Uncomplicated would either go and ask the person to keep the noise down or bang on the wall to stop it

Openness

Is quite adventurous, but not without a situation assessment beforehand. However, is more comfortable sticking to things she has tried before than trying something completely different

Like to know about targeting Ms Uncomplicated and 4 other types in your marketing? Download the Marketing to Women report now (Marketing to Men also available.)