What is MBTI? An Approach to Better Understanding Customers

MBTI: A Personality Test That Can Be Applied in Marketing

In recent years, many people might have heard about “MBTI” or the Myers-Briggs Type Indicator. MBTI is a widely popular tool for understanding personality types. Initially, MBTI gained fame among South Korean teenagers, and as we know, South Korea has a significant influence on Thailand in various ways due to the K-pop trend. This has made the MBTI personality test that also catches the interest of Thai teenagers.

However, beyond just being used to fill out Instagram bios, X (formerly Twitter), or other social media platforms, MBTI has recently been applied to modern marketing strategies to gain a deeper understanding of different customer segments. This article will help you learn more about what MBTI is, what it includes, and how it can be used in marketing to effectively reach customers.

What is MBTI?

MBTI, or the Myers-Briggs Type Indicator, is a personality assessment tool developed by Katharine Cook Briggs and Isabel Briggs Myers, based on the theories of Swiss psychologist Carl Jung. It focuses on analyzing personality traits, perception, and decision-making through the consideration of four psychological dimensions: energy, information processing, decision-making, and lifestyle.

MBTI has gained widespread popularity in business, education, and personal development due to its ability to enhance self-awareness and understanding of others. It can be applied in various areas such as relationship development, teamwork, and career selection. Recently, many marketers have begun using MBTI types in their marketing strategies, with notable success.

What Does MBTI Types Include?

MBTI classifies personalities using 4 main dimensions:

• Extraversion (E) vs. Introversion (I): People who enjoy interacting with others and gain energy from external sources (E) versus those who prefer solitude and draw energy from within (I).
• Sensing (S) vs. Intuition (N): People who focus on concrete details and sensory input (S) versus those who rely on intuition and think creatively (N).
• Thinking (T) vs. Feeling (F): People who make decisions based on logic and reasoning (T) versus those who base decisions on personal values and emotions (F).
•  Judging (J) vs. Perceiving (P): People who prefer structure, planning, and organization (J) versus those who are flexible and adapt to changing circumstances (P).

Combining these dimensions results in 16 distinct personality types:

• ISTJ: The Practical and Responsible Realist
• ISFJ: The Nurturing and Loyal Guardian
• INFJ: The Visionary and Caring Advisor
• INTJ: The Creative and Determined Strategist
• ISTP: The Skilled and Problem-Solving Craftsman
• ISFP: The Sensitive and Independent Artist
• INFP: The Imaginative and Idealistic Dreamer
• INTP: The Systematic and Analytical Thinker
• ESTP: The Bold and Energetic Doer
• ESFP: The Outgoing and Social Entertainer
• ENFP: The Enthusiastic and Adventurous Inspirer
• ENTP: The Innovative and Challenge-Loving Thinker
• ESTJ: The Responsible and Determined Organizer
• ESFJ: The Warm and Helpful Caregiver
• ENFJ: The Insightful and Compassionate Motivator
• ENTJ: The Visionary and Success-Oriented Leader

Applying MBTI Personality in Marketing

Applying MBTI types in marketing can be done in various ways, with the aim of creating differentiation and enhancing communication effectiveness, as well as developing products that better meet the target audience's needs. Here’s how:

Market Segmentation

MBTI helps segment customers into smaller groups based on their personalities, allowing for more targeted marketing strategies for each group. For example, offering products and services that align with the values and preferences of different personality types.

Product Development

Understanding MBTI personality enables you to develop products and services that accurately meet the needs of customers from different personality types. This includes designing features or benefits that cater to the specific needs of each customer segment.

Marketing Communication

MBTI can be used to tailor messaging and communication methods to align with the perception and interests of the target audience. For instance, creating emotionally-driven communications for the Feeling (F) type or direct and logical messages for the Thinking (T) type.

Customer Experience Design

Knowing customers' personalities helps in designing experiences that cater to their needs and behaviors. For example, providing fast and organized service for the Judging (J) type or offering flexibility in choices for the Perceiving (P) type.

Content Creation

Using MBTI personality for content creation can ensure that the content is appropriate and engaging for the target audience. This might involve crafting inspiring stories and narratives for the Intuition (N) type or focusing on detailed information and facts for the Sensing (S) type.

Examples of Marketing Campaigns Using MBTI

• Starbucks Korea: Starbucks Korea launched a campaign featuring drinks tailored to MBTI types. The campaign suggested beverage options that matched individual personalities, making customers feel that there was a drink “designed just for them.”
• Olive Young: Olive Young, a Korean cosmetics and skincare brand, created a guide recommending products based on MBTI types. This helped customers select products that fit their personality and specific needs, enhancing confidence and satisfaction with their purchases.
• Kakao Friends: Kakao Friends, a fashion and lifestyle brand known for its character merchandise, developed a collection themed around MBTI. Each character represented different MBTI types, allowing fans to choose products that matched their own personality or as gifts for others.

Advantages and Cautions of Using MBTI in Marketing

Advantages of MBTI

Deeper Understanding of Customers

MBTI allows brands to analyze and understand customer personalities and behaviors in depth, enabling them to better meet customer needs.

More Specific Marketing Strategies

Using MBTI helps brands tailor their marketing strategies to different customer types. For example, selecting appropriate communication channels and content, which can enhance effectiveness in reaching and stimulating sales.

Enhanced Engagement and Brand Loyalty

Linking campaigns to customer personalities through MBTI makes customers feel understood by the brand, which can significantly build relationships and loyalty between customers and the brand.

Cautions When Using MBTI

MBTI May Not Cover All Aspects of Personality

While MBTI is a useful tool, it doesn’t cover every aspect of personality. This might cause brands to miss out on reaching customers with unique traits not addressed by MBTI.

Some May Feel Restricted or Boxed In

Categorizing personalities according to MBTI might make some customers feel constrained, potentially reducing their flexibility in choosing products or services.

Risk of Generalization or Misinterpretation

Using MBTI in marketing might lead to generalizations and misinterpretations, such as assuming all customers in the same personality type will have similar needs. This can result in marketing efforts not achieving the desired outcomes.

Using MBTI types in marketing demonstrates a commitment to understanding customers more deeply and creating specific strategies. Despite some limitations, applying MBTI personality opens up new opportunities for building relationships with customers and developing products that better meet individual needs. However, it is crucial to use MBTI in a balanced and thoughtful manner, keeping in mind that each person is complex and cannot be fully defined by any single framework. Marketers should use MBTI types as a supplementary tool alongside other methods to develop effective marketing strategies that genuinely connect with customers.