The Big 5 Personality Traits
The OCEAN scale of personality traits is a means for understanding what people care about, why they behave a certain way, and what drives their decision-making. A lot of this is hardwired through genetic makeup and then nurtured through life experience. Each dimension of the acronym is a scale on which an individual's personality can be qualified. The Big 5 is the most widely used theory on personality to date and can be applied in many ways across brand building, innovation, and design thinking. For example, one can use the scales for each dimension to qualify participants in market research to explore interactions with a product, service, or brand communication. This is also an excellent framework for defining a brand's personification and personality.
