{"id":3974,"date":"2025-11-20T12:23:33","date_gmt":"2025-11-20T12:23:33","guid":{"rendered":"https:\/\/iwis.io\/?p=3974"},"modified":"2025-11-26T15:01:18","modified_gmt":"2025-11-26T15:01:18","slug":"ocean","status":"publish","type":"post","link":"https:\/\/iwis.io\/en\/blog\/ocean\/","title":{"rendered":"Psychographic segmentation: how the OCEAN model helps to better understand the customer"},"content":{"rendered":"","protected":false},"excerpt":{"rendered":"","protected":false},"author":2,"featured_media":0,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[],"tags":[],"class_list":["post-3974","post","type-post","status-publish","format-standard","hentry"],"acf":{"blog_custom_title":"Psychographic segmentation: how the OCEAN model helps to better understand the customer","blog_featured_image":3975,"blog_custom_excerpt":"Today, it is difficult to impress a potential buyer with a beautiful banner or a universal offer. People expect a personal approach and communication that sounds clear, honest, and accurate. And, most importantly, tailored specifically to them. ","blog_external_url":"","blog_categories":false,"blog_tags":false,"blog_featured_post":false,"blog_content_blocks":[{"acf_fc_layout":"text_block","text_content":"This effect cannot be achieved by focusing solely on typical data such as age, gender, and location. It is necessary to understand how people think, what excites them, and what might repel them. <\/span>\r\n\r\nLet's talk about the<\/span> OCEAN model<\/b> (or \u201cBig Five\u201d), which is based on five key personality traits and segments the audience not by numbers in a questionnaire, but by qualities, values, and habits. It opens the way to a deeper understanding of the client's motivations, fears, and emotional triggers. <\/span>"},{"acf_fc_layout":"list_block","list_title":"","list_type":"ul","list_items":[{"item_text":"Openness (openness to new things): curiosity, innovation, inquisitiveness."},{"item_text":"Conscientiousness: responsibility, self-organization, goal orientation."},{"item_text":"Extraversion: sociability, activity, positive emotions."},{"item_text":"Agreeableness: empathy, willingness to help."},{"item_text":"Neuroticism: emotional instability, anxiety, sensitivity to risk."}]},{"acf_fc_layout":"text_block","text_content":"This approach is used in psychology, HR, coaching, and marketing. Big Five assessments even predict the outcomes of US presidents! <\/span>"},{"acf_fc_layout":"text_block","text_content":"

Why is demographics no longer sufficient?<\/b><\/h2>"},{"acf_fc_layout":"text_block","text_content":"Let's imagine that we are selling a certain model of sneakers and have standard targeting: \u201cmen, 25\u201334, Kyiv, interested in sports.\u201d<\/span>\r\n<\/span>\r\n<\/span>But someone will buy these sneakers because they are part of a new limited edition collection, and no one else has them yet. Some people value comfort and practicality. Others want to stand out and attract attention. <\/span>\r\n<\/span>\r\n\r\nThe same product, but completely different motivations to buy. If you make a single offer for everyone, some people will simply pass by. But if you tailor the message, the ad can reach everyone: <\/span>"},{"acf_fc_layout":"list_block","list_title":"","list_type":"ul","list_items":[{"item_text":"Openness: New cushioning technology. Be the first to try something that isn't yet on the market. "},{"item_text":"Conscientiousness: Sturdy sole and secure fit. Sneakers you can trust. "},{"item_text":"Extraversion: A vibrant design for those who are used to being the center of attention."},{"item_text":"Agreeableness: Comfort without compromise. We created these sneakers to take care of you every day. "},{"item_text":"Neuroticism: Guarantee and 30-day return policy."}]},{"acf_fc_layout":"text_block","text_content":"In other words, you can provide five variations of a single offer, adapted to the thinking style of customers from each segment.<\/span>"},{"acf_fc_layout":"text_block","text_content":"How do websites read personality traits?<\/b>"},{"acf_fc_layout":"text_block","text_content":"According to a study published in <\/span>Frontiers in Psychology<\/span><\/a>, user behavior on a website\u2014navigation, clicks, time spent on a page\u2014allows them to be statistically classified according to their OCEAN profile.<\/span>"},{"acf_fc_layout":"text_block","text_content":"People with different personality traits interact differently with web interfaces:<\/span>"},{"acf_fc_layout":"list_block","list_title":"","list_type":"ul","list_items":[{"item_text":"Introverts interact more with content but navigate less between pages."},{"item_text":"People with high openness are more likely to explore new sections of the site."},{"item_text":"Conscientious users have stable navigation patterns and are less likely to return \u201cback.\u201d"}]},{"acf_fc_layout":"list_block","list_title":"This opens up a whole new level of personalization:","list_type":"ul","list_items":[{"item_text":"Proposals that take into account how people make decisions."},{"item_text":"UX design that adapts to the type of thinking."},{"item_text":"A tone of communication that resonates with core values."},{"item_text":"Predicting reactions to triggers: price, restrictions, bonuses, fear of loss."}]},{"acf_fc_layout":"text_block","text_content":"Users' digital behavior\u2014navigation, clicks, searches, scrolling\u2014all leave a psychographic trail.<\/span>"},{"acf_fc_layout":"text_block","text_content":"Research by Michal Kosinski<\/span><\/a> (University of Cambridge) has shown that a model based on Facebook likes can assess a person's personality more accurately than their environment:<\/span>"},{"acf_fc_layout":"list_block","list_title":"","list_type":"ul","list_items":[{"item_text":"~10 likes \u2013 more accurate than colleagues,"},{"item_text":"~70 likes \u2013 more accurate than friends,"},{"item_text":"~150 likes \u2013 more accurate than family members,"},{"item_text":"~300 likes \u2013 more accurate than partners."}]},{"acf_fc_layout":"text_block","text_content":"How does this affect real marketing? Back in 2017 <\/span>a study (PNAS)<\/span><\/a> showed that ads tailored to users' personality traits can generate up to 40% more clicks and up to 50% more purchases compared to standard ads.<\/span>\r\n\r\nSince then, these approaches have only intensified: personalization is now based not only on interests, but also on behavior, context, and emotions.<\/span>"},{"acf_fc_layout":"text_block","text_content":"The Cambridge Analytica experiment<\/b>"},{"acf_fc_layout":"text_block","text_content":"In 2016, Cambridge Analytica conducted one of the largest influence experiments in history. They collected data from hundreds of thousands of users through Facebook tests, automatically calculated OCEAN profiles, formed psychographic segments, and created advertising messages for each personality type: <\/span>"},{"acf_fc_layout":"list_block","list_title":"","list_type":"ul","list_items":[{"item_text":"For extroverts \u2013 campaigns based on pride and unity."},{"item_text":"For neurotics \u2013 fear of loss or disaster."},{"item_text":"For the open-minded \u2013 messages about change and progress."}]},{"acf_fc_layout":"text_block","text_content":"Despite criticism of accuracy and ethical issues, the fact remains: personalization based on psychotype was carried out on a large scale during the US election campaign.<\/span>"},{"acf_fc_layout":"text_block","text_content":"Segmentation by thinking style<\/b>"},{"acf_fc_layout":"text_block","text_content":"For example, <\/span>Spotify<\/b> doesn't just count how many times a person has listened to a particular track.<\/span>\r\n<\/span>He analyzes the psychological context: habits, rhythm of life, and even emotional state.<\/span>\r\n\r\nThose who are constantly looking for new albums, changing genres, and discovering experimental tracks are likely to be highly open to new things. On the other hand, users who play the same playlist every day at the same time are people with a clear behavioral structure and a tendency toward order. <\/span>\r\n\r\nThis information helps Spotify personalize advertising messages.<\/span>\r\n<\/span>Listeners who are calm or tired are not shown dynamic or emotionally aggressive advertising. Those who listen to energetic tracks while exercising may be offered products for sports or an active lifestyle. <\/span>\r\n\r\nHere's another example: <\/span>Patagonia<\/b>\u00a0brand that has built its business on the worldview of its customers. People who choose Patagonia are not just travelers or climbers. They are those who value environmental responsibility and strive to reduce consumption. That's why Patagonia says, \u201cBuy less, use longer.\u201d The company does not target \u201cyoung people with above-average incomes in large cities.\u201d They appeal to a certain personality type: conscious, responsible, sustainable. And they build the entire brand ethic around this. <\/span>\r\n\r\nWhen Patagonia launched its campaign <\/span>Don't Buy This Jacket<\/span><\/i>by directly urging people not to buy a new jacket if their old one still works, sales... only increased. Why? Because the message struck a chord with the target audience. <\/span>"},{"acf_fc_layout":"text_block","text_content":"

Magic? No. Technology + psychology. <\/b><\/h2>"},{"acf_fc_layout":"text_block","text_content":"The brain of a modern user is not a storage space for banners and weekly promotions. It is oversaturated: 10 seconds of irrelevant content, and attention is lost. Not because people have become impatient or do not want to see ads at all. But because they are tired of advertising spam and are annoyed by irrelevant offers. <\/span>\r\n\r\nThat is why today brands must capture the moment, mood, and state of mind of potential customers.<\/span>"},{"acf_fc_layout":"list_block","list_title":"But there are nuances:","list_type":"ul","list_items":[{"item_text":"Ethics. If users feel that they are being manipulated, they may react negatively. Honesty is critical in this matter. The tool should be used not for manipulation, but for relevance. "},{"item_text":"Accuracy. Incorrectly defined profile = poor experience + wasted budget. "},{"item_text":"The product must meet expectations. If a company promises \u201cemotional novelty\u201d but delivers a dull, cookie-cutter service, the betrayal of expectations kills everything. "}]},{"acf_fc_layout":"text_block","text_content":"In a world where every click is a micro-signal about personality, it is important not only to record actions, but also to understand what lies behind them.<\/span>\r\n\r\nAnd before you say anything to a client, you need to learn to understand them. That's why high-quality and effective business analytics exist: at IWIS, we make sure that marketing has a solid foundation in the form of clean, transparent, and understandable data. <\/span>"}]},"yoast_head":"\nPsychographic segmentation: how the OCEAN model helps to better understand the customer - iwis<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/iwis.io\/en\/blog\/ocean\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Psychographic segmentation: how the OCEAN model helps to better understand the customer - iwis\" \/>\n<meta property=\"og:url\" content=\"https:\/\/iwis.io\/en\/blog\/ocean\/\" \/>\n<meta property=\"og:site_name\" content=\"iwis\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/IWIS.UKRAINE\/\" \/>\n<meta property=\"article:published_time\" content=\"2025-11-20T12:23:33+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2025-11-26T15:01:18+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/iwis.io\/wp-content\/uploads\/2026\/01\/cropped-main-favicon.png\" \/>\n\t<meta property=\"og:image:width\" content=\"512\" \/>\n\t<meta property=\"og:image:height\" content=\"512\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"author\" content=\"Content Manager\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Content Manager\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/iwis.io\\\/en\\\/blog\\\/ocean\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/iwis.io\\\/en\\\/blog\\\/ocean\\\/\"},\"author\":{\"name\":\"Content Manager\",\"@id\":\"https:\\\/\\\/iwis.io\\\/en\\\/#\\\/schema\\\/person\\\/6e21d0700bedf0c2ef539d66b34969b6\"},\"headline\":\"Psychographic segmentation: how the OCEAN model helps to better understand the customer\",\"datePublished\":\"2025-11-20T12:23:33+00:00\",\"dateModified\":\"2025-11-26T15:01:18+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/iwis.io\\\/en\\\/blog\\\/ocean\\\/\"},\"wordCount\":12,\"publisher\":{\"@id\":\"https:\\\/\\\/iwis.io\\\/en\\\/#organization\"},\"inLanguage\":\"en-US\"},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/iwis.io\\\/en\\\/blog\\\/ocean\\\/\",\"url\":\"https:\\\/\\\/iwis.io\\\/en\\\/blog\\\/ocean\\\/\",\"name\":\"Psychographic segmentation: how the OCEAN model helps to better understand the customer - 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