Classic market research has its limitations, because people act differently than they communicate. Often they act irrationally. In addition, previous segmentation according to socio-demographic and / or behavioral characteristics in operational marketing fall a little short. In direct marketing a persona definition hardly has passed the endurance test.

Socio-demographic characteristics define too broad or general segments and behavior-based data is past-driven data. People are different and they communicate individually.

A very valuable addition to the existing segmentations are psychometric profiles.

The personality and its motives provide information about which kind of communication (sensory = design, language, visual language, haptics, music etc.) is most effective and which kind of product and product design should be offered.

Based on continuous empirical research in Switzerland (Innosuisse) and access to decades of research, we are able to help companies refine their segmentation and develop practical guidelines. Due to the research activities BrandMind was able to develop a validated implicit (indirect) playful psychological test with which anonymous psychometric profiles can be collected at all digital touchpoints. The findings can of course be matched to existing segmentations.