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CUSTOMER PERSONALITY TYPES: DOES IT MATTER?

Date Posted: 2005-10-04

Marketing types are fond of classifying people into
categories. Here are four which I took from "Differentiate Or
Die," by Jack Trout with Steve Rivkin. (John Wiley & Sons, New
York, 2000, p15.) Only the first few words of each are included
here.

> Intuitives ... use intuition. Concentrate on the
possibilities. They avoid the details and tend to look at the
big picture.

> Thinkers ... analytical, precise, and logical. They
process a lot of information, often ignoring the emotional
or feeling aspects of a situation.

> Feelers ... interested in the feelings of others. They
dislike intellectual analysis and follow their own likes and
dislikes.

> Sensors ... see things as they are and have great respect
for facts. They have an enormous capacity for detail and seldom
make errors.

Which Best Suits You?

Texts in psychology also often break people into types as
above. I have seen several dozen such definitions. Each is
often quite different from others. With apologies to Stout and
Rivkin (and many others), I don't find such groupings helpful.


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