A new psychographic questionnaire for consumer research

Challenge

Consumer personality plays an important role in sensory and consumer research, influencing preferences, product perception and purchase decisions. While traits like openness, extraversion and neuroticism have shown links to product evaluations and decision making, existing psychometric questionnaires often lack relevance for product testing contexts.

Approach

Development of a concise questionnaire through a multi-step approach to better capture consumer personality, enabling more precise segmentation and deeper insights into how personality impacts product evaluation.​

Outcome

This reduced psychographic questionnaire offers valuable insights into how personality traits influence product preferences across different consumer clusters. By understanding these clusters, marketing teams can more effectively tailor their strategies—customising product features, adapting packaging designs, and refining messaging—to better align with the motivations and behaviours of specific target audiences. This questionnaire can also be used upfront, at the recruitment stage, to allow a more targeted selection of consumers based on their personality traits and psychological tendencies

Click here to view our Pangborn 2025 research poster.