A new study by Fortune assesses the personality of its international readers, and, according to Publishing Director Andy Bush, can help advertisers and agencies better understand media consumption and behavior.
He says advertisers have long been looking for a new way to assess media value, and
this new approach fits their needs by exploring the personality and psyche of readers.The research was created for Fortune by marketing consultants Style-Vision.
Based on an online questionnaire, 41% of Fortune readers are classified in the “innovation mood” (conceptual and logical); 24% in the “intuition mood” (conceptual and emotional); 21% in the “perfection mood” (material and organized); and 14% in the “satisfaction mood” (material and spontaneous). The online questionnaire, which consisted of asking readers questions about 100 visual images and word expressions, was completed by 1,633 readers and 701 non-readers.
When the magazine’s ads were classified into the mood categories, only 23% were in the innovation group, 25% intuition, 34% perfection, and 18% satisfaction.
Style-Vision’s Mood Consumption theory says that people’s reactions can be explained
and anticipated based upon their mood and situational need. Although mood can change, the company says its research indicates that 80%-90% of people stay within the same major mood segment.
As a group, 65% of Fortune readers are conceptual rather than material in their vision of
the world. They appreciate innovative concepts to meet their visionary mood. They are as likely to be organized (50%) as spontaneous (50%). Some 67% are more logical and facts-driven than emotional and people-driven in their thought processes.And 62% are more introverted than extraverted in their relationships with others.
Their visual preferences were described as visionary concepts and multi-cultural icons, cutting-edge product ideas, unlimited horizons, and refreshing and energizing colors.They were attracted to word expressions, such as outgoing, imagination exchange, endless experiments, and dynamic.
Fortune and Style-Vision say that the results indicate that more ads should appeal to
the “innovation” group.
“We are convinced that understanding, measuring, and getting inspired by the emotions and personality of the audience is a winning concept for future media businesses,” says Mette Kristine Oustrup, Style-Vision managing partner.
MOOD AND GENDER: Women are slightly less logical (innovation 35%) than males (innovation 43%).
MOOD AND CULTURE: Asians are slightly more logical (innovation 43%) than Europeans (innovation 39%).
MOOD AND AGE: Innovation is in general the main mood segment until readers reach 65 when perfection takes over with 44% of readers.
MOOD AND JOB RANK: The higher the job position the more readers fall into the innovation mood group. CEOs score 45%. However, board directors are more pleasure-oriented, with 30% in the satisfaction mood.
INNOVATION MOOD >
Seeking experience
41% of readers • 23% of ads
Examples:
a c c e n t u r e : High performers create their own opportunities.
d e g u s s a : No night is complete without specialty chemicals.
h p : How to light up a supply chain.
i b m : Middlewhere is Everywhere.
t o y o t a : With two seasons of F1 racing behind us, we’re preparing for the future.
INTUITION MOOD
Seeking compassion
24% of readers • 25% of ads.
Examples:
a b n a m r o : “I want a bank rooted in the community. Not implanted.”
c a p g e m i n i : “My first priority? Enhancing his phenomenal capabilities”
m a l a y s i a : Truly rewarding. Truly Asia.
u b s : You and us. Is this the world’s most powerful two-person financial firm?
SATISFACTION MOOD
Seeking pleasure
14% of readers • 18% of ads
Examples:
o r b i s : I used to lead. Now I follow.
m a k e a w i s h : That’s my wish!
p h i l i p s : Technology should be as simple as the box it comes in.
tourism malaysia: Business first. Pleasure always.
PERFECTION MOOD
Seeking efficiency
21% of readers • 34% of ads
Examples:
d a s s a u l t f a l c o n : Why generals have always ridden best steeds into battle.
i b m : How to tell anyone anything without telling everyone everything.
s i e m e n s : Higher productivity—complete transparency and controlled quality.
u b s : Is this the most powerful two-person financial firm? You and us.