To learn more about Myers-Briggs Type Indicator®, visit http://www.myersbriggs.org. Nobles Research now offers the Myers-Briggs Type Indicator to enrich the personal and professional lives of our clients. Team-building workshops are available to enhance communications and problem-solving.

Communicating effectively with potential consumers is essential to creating awareness, desire and interest for your products and services. Doing this effectively requires an in-depth understanding of them. How do they prefer to receive information? How do they prefer to make decisions?

Dr. Carl Jung, a Swiss psychoanalyst, spent considerable time studying people worldwide in the early 1900's. Through his observations, he concluded that people have a preference for how they direct and gather energy (Extraversion vs. Introversion), a preference for how they collect information (Sensing vs. Intuition) and a preference for how they make decisions (Thinking vs. Feeling). His theories were made applicable to the masses through the Myers-Briggs Type Indicator®.

Collecting Information: Sensing Types and Intuitive Types

	Sensing Preference	Intuitive Preference
Description	Prefer to collect information using the five senses Focus on concrete, factual, practical data	Collect information to identify patterns, connections and possibilities Want to see big picture
Approaches	Provide concrete, factual details Show step-by-step how product works Appeal to the five senses Display practical applications Sampling or free trials appeal to senses	Show possibilities, new uses Symbols, visuals and metaphors are helpful Communicate future or long-term benefits Show how product fits into their lives
% of pop.	72% of males, 75% of females	28% of males, 25% of females

Making Decisions: Thinking Types and Feeling Types

	Thinking Preference	Feeling Preference
Description	Use logic and reason to make decisions Want to understand how product works	Use value system to make decisions Goal is to achieve or maintain harmony
Approaches	Present information in logical, precise manner Show cause and effect Provide data where applicable Demonstrate superiority, if possible	Show how the product / service builds harmony or positively impacts people Use testimonials or share personal experience Connect with and affirm the values of your target audience
% of pop.	57% of males, 25% of females	43% of males, 75% of females

Things to consider as you create marketing communications to reach your target audience:

• Beware of your own biases in creating communications due to your personal preference. You most likely will create communications according to your preferences.
• Communications relying heavily on symbols and metaphors may not connect with the majority of the population.
• Communications for products / services directed towards women should seek to build a personal connection.