News room

Changing Colours of Panel Research...

Just when you think you know someone well, they do something that surprises you. After all, each one of us is a complex mix of personalities and depending on when and where you ask a certain question, you may get very different responses. In other words, perceptions and results can vary enormously depending on which aspect of a personality we engage at a certain time on a certain day.

If you read the article contained in October’s edition of Research World by Jo Bowman entitled ‘Split Personalities’ , you might want to consider the subject of Grant McCracken’s latest book ‘Transformations’.

Chameleon Characters Create A Wider Spectrum Of Research

Grant suggests that in today’s sophisticated society people often want to express different sides of their characters that can be conflicting. For example, when baby boomers yearn for both a bohemian and a bourgeois lifestyle, the result can be Manhattan style “loft-living”.

Madonna has built a successful career on re-inventing herself. But she’s not the only one. More and more people choose to create or develop new aspects of their personalities in response to changing factors in their lifestyles.

Tune In To The Right Panel Personality

Grant suggests that individuals may well respond differently to advertising and research surveys depending on which ‘self’ you engage at any one time. In his book ‘Transformations’, Grant’s advice is that you should increase your awareness of cultural changes, then get involved with tracking any resulting personality developments.

In the pursuit of staying in tune with panel personalities, MARSC can help you collect a wealth of information in order to track variations in the thoughts and behaviour of your panelists. MARSC enables you to use the information carefully to segment your audience and target your surveys at precisely the people who exhibit behaviour patterns that interest you.

For more information about MARSC visit www.marsc.com or email sales@marsc.com or call us on +44 (0) 1306 621062.

By Allan Shaw