How to Target UX to Different Psychographics
summary
Shows how to infer Big Five traits from behavior and automate targeting: measure personality actively and passively (surveys, Spotify playlists, facial biometrics) and use that to change aesthetics, copy, emojis and nudges. Evidence includes eye-tracked personalized ads that grab more attention, an 83% prediction from a 15-minute thin-slice video for divorce risk, and experiments where background audio primes purchases (classical = premium, birds = BBQ). Recommends mapping traits to concrete design choices and using ratings, imagery and wording accordingly.
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chapters (27)
- 0:00Intro
- 0:15Call me Pat
- 0:50About Me
- 3:18Introduction
- 4:05The Triune Brain
- 6:46Emotion Reason
- 7:02Power of Emotion
- 7:31Stone Age Brains
- 7:52Personalisation Works
- 8:50Experiment
- 10:05Brain's "Bouncer"
- 11:25Personalisation Online
- 12:20A Lot of Information
- 12:47Cognitive Misers
- 13:46Clothing and Liking
- 15:02Example of Extraversion
- 16:44Aesthetic Preferences
- 17:28Emoji Preferences
- 17:42Language Preferences
- 17:59Personalised Online Nudges
- 18:33Communications Segments
- 19:22Bedrooms
- 20:03Thin Slices
- 21:48Predicting Behaviours Online
- 22:18Everyone is Doing It
- 22:38What's Next?
- 23:07Era of Uber Psych-Personalisation
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