What actions would you take if you discovered that the success and failure of your communication can be primarily explained by one factor, surpassing all others? This factor, which accounts for up to 53.9% of your communication’s effectiveness (yielding 565% greater impact than the ad itself), is backed by tens of thousands of scientific findings and carries a statistical certainty of over 99%. Would you persist in spending resources as usual, or would you invest in this remarkable 565% more influential factor, gaining the commendations of your managers and colleagues for impressive revenue and profitability growth?
Most marketing professionals would undoubtedly choose the more productive and efficient approach over the traditional one. As we are aware, advertising is, on average, woefully inefficient, making it illogical to continue allocating resources towards such inefficiency.
That’s why it’s gratifying to discover that as much as 53.9% of communication effectiveness can be attributed to precisely targeting the message according to each psychological client profile! In the realm of business, resources are wisely invested where the anticipated return, both in the short and long term, is maximized. In this report, I will delve into the details, preparing you for a path of success.
Markus Kivikangas,
CEO & Founder, Steinheide Oy
markus.kivikangas@steinheide.com
BACKGROUND
Our findings are based on an impressive wealth of data, comprising over 1,700 scientific studies and more than 10,000 research results, involving a vast participant pool of over 2,400,000 individuals. This remarkable dataset provides us with a statistical reliability exceeding 99%, forming the foundation for every aspect of our work.
Within this rich dataset, we have identified the key determinant driving successful communication. It lies in comprehending the psychological profile of your clients and tailoring your messages accordingly (see Figure 1).
Before delving deeper into this concept, let’s clarify the meaning of psychological profile and what it does not encompass. It does not refer to obvious demographic, geographical, or usage-based variables, often exploited in marketing. For example, while certain products, like rollators, may cater to a more mature population, understanding why specific individuals choose one brand over another or resist purchasing goes beyond these surface factors. Pseudo-psychological labels like “trendy townspeople” or “gray panthers” do not hold the key to unlocking insights, nor do pseudoscientific theories, practices, models, or metrics discarded by the scientific community long ago, exemplified by Maslow’s hierarchy of needs.
So, what exactly is a psychological profile?
Psychological profile encompasses a series of measures designed to assess psychological traits widely accepted by the scientific community. As highly complex entities, humans are influenced by numerous internal and external factors, such as personality, cognitive ability, emotions, motivational factors, childhood attachment, and emotional intelligence. These factors collectively shape our interactions with the world, how the world perceives us, our preferences, decision-making processes, and core beliefs. For instance, personality reflects both conscious and unconscious cognitive-emotional behavioral tendencies. Analyzing over one hundred scientific studies (involving >126,000 participants) exploring factors influencing physical activity provides crucial insights into the efficacy of communication based on psychological profiles.
As expected, multiple profiles exist, with specific personality traits associated with physical immobility or activity. Let’s consider two contrasting traits, both predicting low physical activity but necessitating distinct communication approaches. One is Conscientiousness, and the other is Neuroticism. Individuals with low conscientiousness should be addressed with external support (e.g., “We’ll help you get fit for the summer”), emphasizing a positive future and attainable rewards. Visual cues featuring individuals with normal appearances and weights, rather than overly exerted exercisers, prove more effective. Additionally, showcasing peer approval further enhances their receptiveness.
On the other hand, neurotic personalities respond to an opposite strategy, requiring a portrayal of a future threat (e.g., “What will people think of you next summer when you wear a swimsuit?”) reinforced by visual elements like toned bodies. The emphasis shifts to the individual, relying on internal motivation rather than external support. Time scarcity and urgency (e.g., “summer is coming soon”) resonate with this group.
These distinct approaches for the two groups demonstrate the potential for effective targeting, backed by scientific studies that shed light on their lifestyle, preferences, media consumption, and, most importantly, the strategies that resonate with each.
Implementing the results discussed in this report is crucial for achieving success. If you’d like to know more about practical applications, feel free to reach out to me at : markus.kivikangas@steinheide.com
