The Magical Body Mirror: Linking personality, clothing preference and nonverbal cues to understand decision-making

Neurosketch, a market researcher, analysed how people in Columbia dress in order to predict how they will respond to different strategies, brands and products.

Highlights

  • Problem: Is there a fast and easy way to segment consumers in most contexts and across categories?
  • Solution: Develop a new market segmentation model that helps predict personality dimensions, decision patterns, emotions, and attitudes towards brands and products based on what consumers wear.
  • Insights:We developed the Dress Map Model that categorise consumers in terms of five profiles: Pristine, safe, trendy, belligerent, and relaxed. The pristine are detail-oriented, impulsive and elegant. The safe are anxious and conservative about their wardrobe and seek to pass unnoticed. The trendy are fashion innovators that like to take risks, while belligerents...

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