The Big 5 Personality Traits

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Source: Allport and Odbert, 1936

The OCEAN scale of personality traits is a means for understanding what people care about, why they behave a certain way, and what really 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 a myriad of 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 a great framework to deploy when defining a brand’s personification and personality.

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The Framework Bank

Strategic folks love a good framework. Here is a collection of them: brand, innovation, campaign, design, mgmt, etc. Enjoy! - Jen Bonhomme, EVP Strategy