"It is by understanding consumers’ personality types and their subconscious emotional drivers that we get to understand why they connect with certain brands – and why not. What is meaningful to them and what is just marketing noise. Which shopping experience gets them to vote with their wallets and which turns them away?
According to neuroscience research, 7 different clusters of people can be found: The structured Disciplined, the ambitious Performer, the risk taking Adventurer, the fun loving Hedonist, the optimistic Open-minded, the caring Harmoniser and the orderly Traditionalist."
"Limbic � Types are a concentration of complex emotional personality structures (Limbic � Personality). Consumers are classified according to the main emotion field of their personality structure with a particular Limbic � Type.
By implementing a special Limbic � Types evaluation procedure in the Typology of Desires of the Burda Group, it has been possible to type 20,000 consumers representatively every two years. In this way, the distribution of the Limbic � Types becomes visible. As well, representative age-, gender- and income-specific distributions can also be identified.
In addition, this unique connection of brain research and empirical market research makes it possible to conduct a variety of evaluations in all areas of media and consumer behaviour with unprecedented possibilities for brand management."