Shop by personality type

How to Market to Online Shoppers Based on Personality Types

Shoppers have always had different personalities. They are motivated to buy for all kinds of reasons, and their shopping strategies can be radically different.

In order to stay competitive in an increasingly challenging online ecosystem, marketers need to understand exactly what drives the behavior of the shoppers who frequent their online stores. Here are eight types of shoppers based on personality types and how marketers can provide the best online experiences to reach them:

1. The determined shopper. This shopper knows exactly what she wants and will stop at nothing to get the best price and the fastest shipping. Help her find what she wants efficiently with easy-to-use search and clear navigation. Reduce the number of steps required to get from discovery to purchase. But don't forget to show her other related products that might encourage her to purchase additional items.

2. The indecisive shopper. This shopper has a general idea of what he needs but may be overwhelmed by too many options. Make it easier for him by curating the products as well as the online experiences that surround them. Help him with smart filters and provide him with expert buying guides so he can find the right products to fit his needs.

3. The informed shopper. Unlike the indecisive shopper, some people can't get enough information. The informed shopper won't buy until she has explored all of her options. She wants to do her research and needs access to as much information as possible. Provide her with detailed product specs, sizing information, ratings and reviews, video guides -- anything that can help her buy from you and not from someone else.

4. The reluctant shopper. This kind of shopper would rather be doing anything than buying a gift online. Help him out by making the online shopping experience entertaining and immersive. This kind of shopper is more likely to respond to something that is closer to the in-store experience. Use rich media like video, photos and diagrams. Turn the whole experience into a game with challenges, quizzes and contests. Provide lots of opportunities to interact with the brand and products -- as well as with other shoppers.

5. The practical shopper. Some people see shopping in strictly pragmatic terms and are not easily swayed by an emotional sales pitch. The practical shopper is only interested in buying useful products. She likes to buy products that meet very particular needs and solve specific problems. Help her do this with "how-to" videos, reviews and searchable product details. Context is everything for this shopper. Show her how it works. Authenticity and relevance are critical.

6. The emotional shopper. This shopper is the opposite of the practical shopper -- the sort of person who doesn't know what he wants until he sees it. The emotional shopper thinks that gifts should be fun, not practical. He is looking to be inspired -- so give him what he wants in the form of rich visuals, engaging magazine-like content and thematic microsites that blend product details with editorial content. But always make it easy to buy when the inspiration strikes. Use targeting and personalization to make the experience relevant and intimate.

7. The social shopper. The social shopper is acutely interested in what her friends and peers are buying. She is the sort of person who does most of her browsing on Pinterest and Instagram. This kind of shopper distrusts brands and spends as little time as possible on the brand site or web store. Help her out by bringing authentic social experiences into your online store. Embed real-time social data and provide plenty of opportunities for shoppers to engage in conversations around your products. Hire key social media influencers to curate content for your brand and stimulate interest across multiple social networks.

8. The brand-driven shopper. This kind of shopper is one of the most valuable kinds you can have -- the die-hard fan of your brand or products. Reward him for his loyalty with special offers or exclusive content. Enlist his help across social networks. The key to building a strong relationship with the brand-driven shopper is to focus as much on the pre- and post-purchase stages as on the purchase itself. Loyal shoppers like this are priceless -- make sure they feel the love.

Keep in mind that very few shoppers are exclusively one personality type. Spend time learning about the personality types that dominate your online store -- use surveys, track shopper behavior and test out various store offers. The key is to test, evaluate and optimize based on what works. And remember that mastering the shopper's personality test is the key to success in an increasingly competitive world.

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psychotypes of consumers - Marketing on

We have already talked about how we like to conduct various studies while working on projects using the example of the rebranding of the Larsen Park cottage village. In this material, we will dwell on the types of consumers in more detail - and at the same time, based on our data, we will try to figure out which type you are.

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There are two types of people

Many jokes and folk wisdom begin with this phrase. But in fact, we distinguish four main types of consumers in accordance with their psychotypes:

  • Traditionalists;
  • Hedonists;
  • Idealists;
  • Rationalists.

Something already becomes clear from the name, but we will tell you more about each one, so that it is easier for you to recognize yourself.


They work very hard and because of this they spend little time with their families. They value calmness, stability, adhere to a strict daily routine, love traditions very much and honor the family.

They see their role in ensuring the well-being of their family, therefore men of this psychotype are earners and protectors, and they also perform the social role of the head of the family. Women strive to create and maintain a family hearth. These people usually buy property as a way to invest and store money, which means they buy it rarely, but in all detail.

Traditionalists rest rather passively: either at home with relatives or in a narrow circle of friends, they love to travel out of town, dig in the garden, build or repair something. They love Soviet and Russian cinema, serials and comedies.

Personal development is not given much time, it is manifested in honing a skill or profession, they can go to advanced training courses if required at work. Of the events, they occasionally prefer concerts of their favorite performers, sometimes a theater, if Russian classics are staged. But they love sports - these are the most devoted fans, and they also make up the bulk of the people at the festivities.

Traditionalists usually retain sports in their youth - it's either weightlifting or martial arts. Team sports are also held in high esteem, but traditionalists can’t stand it when the rules change or when the judges make an unfair decision, in their opinion.

Travel mostly within their own country and to the same places. These are the people who are very fond of all inclusive, because a difficult holiday is not for traditionalists.


This is literally speaking name. They adore pleasures and momentary joys, are not shy in their desires, and sometimes they are ready to sacrifice work for the sake of obtaining pleasant emotions. They believe that you need to get maximum pleasure from life, constantly move and not be a “gray mass”. They almost certainly have no idea how their day will end.

They value family and loved ones, but at the same time they are fond of travel and entertainment. Large purchases are made impulsively, under the influence of trends and fashion. They do not like purchases that involve a long digging in the papers, because they want "here" and "now".

They have free time, which they are happy to spend on entertainment. Moreover, as a rule, they rest in a company, because they cannot realize demonstrative behavior alone. The rest is varied - it is almost impossible to catch hedonists in the same place twice.

Read mostly non-fiction and entertainment literature, but do not devote too much time to reading. Interesting are extensive - they rarely get hung up on any one topic, but a wide range of interests is balanced by the superficiality of knowledge. They go to personal trainings, they can catch fire in some new direction and start studying it, but they dive shallowly and for a short time.

They go to concerts, it also happens that it is not planned. As a rule, these are foreign groups, provocative or fashionable performances. They can also go to sporting events if this sport is considered fashionable in the company of hedonists. They don’t really like folk festivals, but if they visit, they become the epicenter of attention there.

People go to gyms for a beautiful figure and for a portion of attention and new acquaintances. But there is no serious sport in the life of hedonists - after all, for this you need to dive, withstand serious and monotonous loads.

They love to travel, and each time to new places. It is best if the rest is active and interesting - an excursion, SPA treatments, tourism, dancing and delicious food.


They live very calmly and measuredly, social life is not very active. They spend a lot of time with family and friends; for idealists, this is support and security. They concentrate on their feelings and experiences, pay special attention to spiritual and emotional growth. They believe that a person should live in love and harmony, without quarrels and conflicts.

They see their role in ensuring the well-being of the family through the development of spiritual intimacy. They also consider it important to be in harmony with the world and care for nature.

They prefer quick and inexpensive purchases, because doubts, worries and financial possibilities interfere with spending money on something large and expensive.

All free time is spent either with the family or with one's hobby (which is usually related to needlework or creativity). They like to read novels, poetry, lyrics, they can take a walk in the park or sit behind a psychological book and watch educational programs. It is unlikely that they will rest in a large and noisy company.

Idealists strive for development, they can get carried away by some topic and start immersing themselves in it. But they will not study very deeply or for a long time. They study only “by inspiration”, sometimes they can go to an interesting lecture or master class, but even there they will keep quiet, “in the crowd”.

If they go to concerts, then only to chamber, local ones. They will not go to noisy events, because they do not like the crowd and unpredictable actions, they will feel uncomfortable.

Indifferent to sports. Maximum - something relaxing, like yoga or Pilates, certainly in mini-groups.

They do not travel very far, most likely to countries with a mild climate. They relax passively, seeing the sights, studying the local culture and being inspired by the beautiful landscapes.


It is often joked about such people that they “I see the goal, I see no obstacles.” It is believed that the task of a person is to work hard and achieve brilliant results. They live dynamically, but according to a plan.

Work eats up a lot of time, often even to the detriment of family affairs. But rationalists perceive it both as a source of income and as an opportunity for self-realization. They attach great importance to career growth.

They buy property consciously, in accordance with their goals. If you want to make the right impression, you can buy a prestigious brand item or an expensive car.

There is almost no free time in the conventional sense, so they always try to get the most out of every minute - for example, go out of town or learn something new. A hard day at work makes them seek relaxation, so they often prefer to relax in nature.

They develop through reading business literature, go to industry conferences, to lectures by experts and speakers who are ideologically close to rationalists.

Sometimes they can go to an exhibition or a museum, but more often they just go to the cinema as a recreation. They can purposefully go to a concert or a performance with a deep meaning. They do not go to sporting events and mass festivities.

They can play sports, and if they do it as a recreation, then sports become a hobby. If they purposefully go to some kind of sport, then, most likely, pursuing personal goals. They prefer individual sports that require consistent development of skills.

Traveling is divided into two types. The first is active research. They love active or extreme tourism, which requires training, certain skills and equipment. For example, hiking in Altai, rock climbing, skiing or kayaking. The second is more balanced. These rationalists love unusual trips, for example, to visit some special theater or to study an unusual species of animal. By the way, both types can combine travel and business trips.

I did not find myself in any of the psychotypes

This may happen if you have a mixed type. For example, hedonist and idealist. And on earth there is a very small number of people in whom all four types are combined - this is a rare quality.

How We Got It All

See how different we are? And this is just a basic division into four psychotypes, but inside, for example, archetypes are hidden, which have dark and light sides and at least 24 behavior strategies! But let's not dig so deep for now - let's try to figure out how to use such information for business benefit using the example of our project to create and promote the brand of the Larsen Park cottage village.

So, we have four psychotypes, and these are:

  • four completely different strategies of behavior and survival;
  • four different worldviews;
  • four fundamentally different points of view.

How will these people buy a house? Definitely it will be four completely different scenarios.

Our strategists at Opencore are starting to do real detective work - they have to conduct in-depth interviews with people who bought a country house in our price segment no later than a year ago. They need to determine the psychoprofile of the respondent, formulate his purchase scenario, compare it with other scenarios of the same psychotype in order to find what is common, what are the differences, are there any similarities with the scenarios of other psychotypes.

This is how we describe the buying strategy, which is characteristic of the four basic psychotypes for the market. For some markets, it is necessary to allocate more scenarios, for this there is an additional segmentation into archetypes. Not only the purchase strategy depends on the psychotype, but also the house itself, how it will be used, and many other factors.

How it helps us

We really learn a lot of information about a potential consumer. But how can we apply it in terms of building a new brand? Everything is very simple. Thanks to in-depth interviews, we can find out how people of different categories will behave in certain situations. For example, we can evaluate brand installs.

For example, we learn that the brand's target audience is traditionalists. They think so - "guarantee and fulfill!". You need to speak with them in a simple everyday language, monosyllabic, through stereotypes and patterns. They like to look at center-oriented images, realistic images, simple, open and contrasting colors. If we return to our case with suburban real estate, here is what it would look like for traditionalists:

If our audience is hedonists . This psychotype is about “here and now!”. This means that we already know how to talk to them - after all, hedonists love beautiful ornate speech, with many metaphors and epithets, emotional, using borrowed words. They love dynamic compositions and symbolic images. And now we already know how to build advertising communications:

If we are talking about idealists , then they believe that "if you go slower, you will continue." We know that idealists love sensual speech, moderate detail, lots of adjectives. They like to look at balanced compositions with low dynamics, complex muted colors and moderate contrast. And again, we know how to build communication - communication for idealists in suburban real estate would be like this:

Rationalists adherents of the creed "If you don't know, don't speak!". They love a clear and understandable language without vivid emotions, with complex terms and professional vocabulary. They look with pleasure at mixed compositions, which are dominated by stable structures, moderate dynamics and contrast, and muted colors. Again, a ready-made communication template that would look something like this:

Here you can read about how Psychea segmentation helps to build advertising messages using the example of four well-known chocolate brands.

Thanks to this information, we were even able to shoot the perfect commercial - it turned out exactly as our target audience described it, it can be viewed in the header of our client's website.

There is no little information

We at Opencore know for sure that without good, high-quality and in-depth research, it will not be possible to get a good result. For us, collecting information, delving into numbers, classifying and segmenting is like sour cream to a cat. Therefore, if you have similar tasks ahead, please contact us, because we will do it carefully and scrupulously, and you will get an effective result.

Classification of employees by personality types

Audio version of this article

A manager must be able to determine the nature, inclinations and behavior of subordinates. It helps to improve workflow, distribute tasks and maintain a favorable atmosphere in the team


What is a personality type
Why determine the personality types of employees
Personality types of employees: their advantages and disadvantages

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What is a personality type

Each person is individual. There is no personality that is completely suitable in all respects for one of the types. In each individual, several psychotypes are combined, one of which manifests itself brighter than the others.

For a leader it is necessary to know what a subordinate has:

These factors determine the type of personality.

Character determines a person's behavior, attitude to the world around him. Character is formed on the basis of temperament under the influence of education, environment and experience. Most of a person's actions are explained by upbringing or temperament.

Abilities are individual characteristics, inclinations to any kind of activity. Thanks to them, one person can easily cope with a task that another cannot. Strongly expressed abilities are called talent or giftedness. But they need development. Without labor, special studies and additional knowledge, any talent can be lost or go unnoticed.

The needs of the person include many aspects of life. These are not only items necessary for existence or desired. This includes ideological attitudes, interests, creative self-expression.

The ability to achieve the set goal is the ability to plan one's activities so that efforts lead to the desired result.

Why determine the personality types of employees

It is important for the head of an organization to find ways to activate the potential of each employee individually and the entire team. This requires understanding and taking into account the psychology of subordinates.

The ability to understand personality types will help the business owner to rationally distribute employees to jobs and responsibilities between people, to achieve optimal labor productivity.

These skills will also allow you to properly build relationships with subordinates so that they can maximize their potential and realize their competencies.

Personality types of employees: their advantages and disadvantages

In the 1940s, Isabelle Myers-Briggs and Katherine Briggs, based on the research of the Swiss psychiatrist Carl Jung, created a test. He was supposed to help determine the characteristics of the character of people, ways of avoiding conflicts, ways of personal development. Sociologists supplemented this work.

Each type has its own characteristics. With the right approach to the individual, the right distribution of responsibilities between individuals, the team demonstrates high results.

From the descriptions below, you can draw conclusions about what to expect from a person of one type or another, who can work autonomously, and who needs to be closely monitored.


Pragmatists who are well versed in their work. They perform their duties perfectly when their work is visible, and the result can be evaluated. Masters of their craft who constantly need stimulation in the form of personal praise or material incentives.

Collectivism, teamwork is not for them. Lost among others, not seeing the publicity of the results, the "virtuosos" quickly lose their incentive to work, and begin to perform their duties worse.

They can be given difficult tasks. Being calm and practical, "virtuosos" are able to find rational solutions in difficult situations.

❗️ Advice
Those who show organizational skills can be trusted to lead a small group of employees or a project. Such activity will highlight the "virtuoso" in the team, make his efforts noticeable.

Among the shortcomings of these individuals is a tendency to underestimate their abilities and fear of criticism. Because of the desire to be ahead at all costs, they often experience burnout, become depressed or fall ill.

📌 Advice
"Activists" are not recommended to entrust individual tasks. Best of all, representatives of this type reveal their potential by working in a team, in public. With great pleasure they work in leadership positions. The best solution would be to appoint such employees as senior in a group, shift, department.

It is necessary to ensure that the "activist" does not take on too much responsibility, praise such an employee more often, give him the opportunity to fully relax.


Conscientious and hardworking workers. Responsible, often are universal specialists. At work, they are scrupulous, punctual and corrosive. "Logistics" respect the hierarchy, always follow the rules, disciplined. They are consistent, calm, do not miss deadlines.

Among the shortcomings can be called the fear of change, the struggle with progressive undertakings, the inability to think creatively. "Logisticians" do not participate in the development of new ideas or plans for their implementation, but become indispensable in the process of their implementation.

Assuming leadership duties, such employees require strict adherence to the plan. They hardly take into account other people's feelings. They are prone to tough decisions and criticism.

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People of this psychotype do not like hierarchy. For them, there are no authorities by position, subordination is not for them. "Controversialists" gush with ideas, demand changes, innovations. They express their thoughts to everyone in a row, regardless of the position of the person with whom they are talking.

Such employees may be inconvenient for managers. However, when used correctly, they bring great benefits. All significant discoveries were made by them or thanks to people of this type of personality. They are able to think outside the box, generate non-standard solutions, in whatever area they work.

"Controversialists" feel great in leadership positions. These erudite specialists are able to obtain information from various sources and put it into action. Sociability, sense of humor have colleagues to them.


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You can always rely on them. "Defenders" are responsive, kind, always ready to help. In case of any complications at work, they will not stand aside, whether it concerns collecting money for a colleague in trouble, or replacing a sick colleague on their day off.

For a business owner, an “altruist-protector” is a godsend. Loyal, friendly, he will try to extinguish any conflict. However, reliability often harms these individuals. Unable to say no to superiors and colleagues, such a person often performs other people's functions, takes on extra responsibility. This results in stress and burnout.

❗️ Attention
It is not recommended to put a "protector" in leadership positions. Such an employee will not distribute duties, but will strive to do everything independently. At the same time, it will be extremely difficult for him to demand the fulfillment of duties and fine his subordinates.


This personality type includes active, creative people who are able to make decisions, independently find original ways to achieve goals. Artists don't like being controlled. However, the labor process captures them - they know how to turn any routine into an interesting job.

Artists love to learn and solve problems. It is important for them to feel that they are valued, so the manager needs to praise such employees as often as possible and encourage them.

❗️ Attention
Despite high communication skills, excessive social activity can drain "artists". However, the priority of personal goals sometimes interferes with their work.

Occupying leadership positions, "artists" are ready to do a lot for the sake of success. A company under their leadership can reach great heights. But the main thing for such people is not the achievements of the team, but the fact that the breakthrough was made thanks to them. Sometimes "artists" appropriate other people's merits.

Disadvantages of representatives of this type of personality include:

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This personality type includes people who are energetic, smart, and value risk. In every mistake they see a positive, they know how to benefit.

Noisy, spontaneous and cheerful "entrepreneur" adaptive, solves problems as they arise. Representatives of this type are distinguished by such character traits as the ability to easily find solutions, love for experiments, and the demand for attention to their ideas.

“Entrepreneurs” are problematic subordinates, because they often break the rules and do not like to do routine work. However, they turn out to be valuable workers, if you outline the scope of their duties and direct energy along the right path.

📌 Tip
"Entrepreneurs" need to be given creative tasks, such as organizing an event, organizing logistics, keeping a raging customer.

Personalities of this type apply for leadership positions. Practical “entrepreneurs”, striving to improve the labor process, will bring many benefits to production. Pragmatism and prudence will allow them to optimize processes, increase company profits, and increase team productivity.


People of this type are distinguished by poise, adherence to principles, friendly attitude towards others. They have a developed value system and a high bar. Often "intermediaries" are introverts, immersed in themselves and their ideas. Appreciate comfort.

Such an employee can be a support to the leader if his opinion coincides with the collective one. However, due to their adherence to principles, “intermediaries” are often disappointed in their colleagues. Without being able to express their opinion, the “mediators” burn out.

It is not worth appointing such an employee to a managerial position. It is better to communicate with him in private, to be interested in his opinion, to support.

The mediator is able to adequately assess the situation and give balanced advice, as he has a heightened sense of justice.


Distinguished by organization and responsibility. These are perfectionists who love accuracy in everything. They respect other people's ideas, but rarely generate anything interesting themselves. But "architects" better than others will implement innovations in production, relying on rationalism and developed intuition.

Their shortcomings:

  • desire to complete the task on time at any cost,

  • inability to work on tight deadlines,

  • inability to work in a team.

"Architects" are recommended to give individual tasks, control the implementation, but do not urge, leaving time for reflection. You should not appoint them to leadership positions, since the desire to get the highest quality result from subordinates will quickly deplete the “architect”.


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