CCN unveils new Psyche profiling tool

Whole neighbourhoods can be psychologically summed up at a glance using the latest consumer profiling system from CCN Marketing, claims the company.

Psyche is a system which classifies people according to the prevailing values, beliefs and motivations of the area in which they live. CCN claims the system can be used to predict the thinking or emotional trigger behind consumer decision-making.

It has been developed jointly by CCN and Synergy Consulting and uses interviews with 2,000 picked consumers combined with information from CCN’s Mosaic system which identifies individual postcodes most likely to be receptive to specific product messages.

The result is a system which classifies consumers into seven groups, varying from the Self Explorer who is self-aware but “cannot tolerate restriction unless self-imposed”, to the Aimless who, true to his name, lacks orientation within society and is uninvolved and often alienated.

“Purchasing behaviour is based on values and motivations,” says CCN managing director Richard Webber. “Uniquely, Psyche provides qualitative data in quantifiable form.”

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