The Myers-Briggs Type Indicator (MBTI) is a personality test and serves as an intriguing, albeit somewhat debated, tool in the marketing field. It categorizes individuals into 16 distinct personality types based on their cognitive preferences (Feng and Zhang, 2024).

You can then categorise these into the 4 dimensions below.
Extrovert v Introvert
Sense v Intuitive
Thinker v Feeler
Judger v Perceiver

The personality types can then be generally merged and categorised as:

For example, if you’re an Extrovert, Intuitive, Thinker, Judger, you would fall into ENTJ (Commander)

ENTJ – Commander
ISTJ – Inspector
ENTP – Debater
ISTP – Crafter
ESTP – Persuader
ISFJ – Protector
INTJ – Architect
ESTJ – Director
INFP: Mediator
ISFP: Artist
ENFP: Champion
INTP: Thinker
ESFJ: Caregiver
ESFP: Performer
INFJ: Advocate
ENFJ: Giver

Each type reflects a unique combination of traits that can influence consumer behaviour and decision-making processes.

There are 4 Dimensions to the MBTI Framework:

Effectiveness in Marketing:
When applied thoughtfully, MBTI can be a valuable tool for marketers. Research demonstrates that introverts, who often process information deeply, engage with detailed product specifications that allow for thoughtful analysis. In contrast, extroverts, who thrive on social interaction and quick engagement, prefer visual stimuli and succinct overviews that convey information rapidly (Pelau, Serban, and Chinie, 2018). This distinction allows marketers to tailor their strategies to different personality types effectively.

Practical Application:
For example, in a recent A/B test conducted on LinkedIn ads, two distinct versions were deployed: one featured striking, bold images and highlighted key benefits, strategically designed for extroverted individuals. The second version focused on providing technical comparisons and in-depth specifications, catering to the analytical tendencies of introverted consumers. Remarkably, the ad targeting introverts achieved a 40% increase in downloads, illustrating the potential of psychometric-informed content in driving engagement and conversions in digital marketing campaigns.

Connection to Consumer Behaviour Models:
The theories underpinning MBTI resonate with the Elaboration Likelihood Model (ELM) of persuasion. According to ELM, extroverts often utilize the “peripheral route” to process information—meaning they respond positively to cues such as visuals or endorsements. In contrast, introverts tend to follow the central route, seeking comprehensive, factual information before deciding (Frontiers in Psychology, 2022). By aligning marketing messages with these cognitive processing styles, brands can significantly enhance message retention rates and foster greater confidence in consumers’ purchasing decisions.

Cautions:
It is essential to recognise that MBTI should be viewed as a tool rather than a definitive science. Critics highlight potential reliability issues. However, when combined with broader psychographics and behavioural data, MBTI can provide valuable insights. This approach enables more effective segmentation of content formats, particularly in industries where decision-makers differ significantly in style.

Effectiveness in Marketing:
MBTI can be beneficial as a guideline rather than a strict framework. Research indicates that introverts tend to engage more effectively with detailed product specifications, while extroverts are more inclined to favour videos and concise overviews (Pelau, Serban, and Chinie, 2018).

Practical Application:
For instance, one version featured bold images in a recent A/B test of LinkedIn ads. It highlighted benefits targeted at extroverted types, while the alternative focused on technical comparisons appealing to introverted types. Notably, the second approach resulted in a 40% increase in downloads, demonstrating the value of psychometric-informed content in personalising digital campaigns.

The majority of our current audience at Keri Systems are Introverts who much prefer technical comparisons. However, with changes in generations, we are seeing an increase in extroverted types, meaning we may need to adjust our marketing tactics once the primary generation switches.

Conclusion:
In summary, although MBTI should not be seen as an all-encompassing solution, it serves as a compelling springboard for brainstorming and developing segmented content strategies. Utilising MBTI with authentic consumer behaviour data and empathy-led marketing approaches allows marketers to craft personalised experiences that resonate with different audiences, ultimately driving engagement and fostering brand loyalty.

References

Feng, Q. and Zhang, Y., 2024. Marketing strategy based on personality types of the Myers-Briggs Type Indicator. SHS Web of Conferences, pp.01017. Available at: https://www.shs-conferences.org/articles/shsconf/pdf/2024/27/shsconf_icdeba2024_01017.pdf [Accessed 18 Jun. 2025].

Frontiers in Psychology, 2022. Recognizing personality traits using consumer behaviour patterns. Frontiers in Psychology, 13:752073. Available at: https://www.frontiersin.org/articles/10.3389/fpsyg.2022.752073/full [Accessed 18 Jun. 2025].

Pelau, C., Serban, D. and Chinie, A.C., 2018. The influence of personality types on the impulsive buying behaviour of a consumer. Proceedings of the 12th International Conference on Business Excellence, 13(2), pp.751–759. DOI: 10.2478/picbe-2018-0067.