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.
This post outlines the value of using MBTI as a flexible tool for segmenting marketing strategies, something I definitely agree with when it’s paired with real behavioural data.
A personal example comes from when I supported a family member in launching a dessert shop. Interestingly, we saw strong engagement from introverted consumers, who were drawn to detailed, visually rich content—photos, in-depth captions, and TikTok videos that explained the process or highlighted unique product features. They were often the ones quietly liking, sharing or saving posts, and many would come into the store and engage in thoughtful conversations. They’d ask about ingredients or request special items. Their passive online presence translated into meaningful, loyal offline engagement.
On the other hand, the extroverted audience was usually more vocal and fast-paced in their responses. They loved the excitement of new trends, reacted quickly to bold visuals, and were more likely to publicly comment, tag friends, or join challenges. They often acted as early adopters and helped build social traction but didn’t always convert into long-term customers.
This fits well with the MBTI perspective shared in the article. Introverts tend to process via the central route, preferring thoughtful content and deeper engagement, while extroverts rely more on peripheral cues, such as dynamic visuals and social proof. Understanding this difference helped us design marketing content that catered to both ensuring that the shop’s digital presence attracted attention while also building loyalty.
As seen with Keri Systems, recognising shifts in audience personality types—like the increase in extroverted consumers can help marketers adapt their strategies in a meaningful way.
In summary, MBTI shouldn’t be viewed as a strict formula, but it’s a great framework to brainstorm segmented, empathetic content that aligns with how different people engage and decide.
Interesting take, but how does one really classify your target audience to understand their personality type and then, the most compelling message type? It seems like A/B testing would only get you so far with a matrix of 8 different characteristics to try to classify a potential customer as.
It’s different to see MBTI talked about in a marketing context! Working in renewables, I see how personality-based messaging can actually play a part—especially when promoting things like solar, heat pumps, or EV chargers.
The breakdown of Extroverts vs Introverts was spot-on: extroverts love interactive content and social proof, while introverts lean towards thoughtful stories and deeper info. Also, the Thinker vs Feeler and Sensing vs Intuition splits? Super relevant—some folks care about hard data (like ROI and energy savings), while others respond more to values or the bigger environmental picture.
That said, I’ve also seen folks push back—MBTI might feel a bit “boxed-in” and isn’t always reliable. It’s probably best used as a guide, not gospel.
Would love a follow-up that digs into blending MBTI-style insights with psychographic segmentation—like values, motivations, lifestyles—to fine-tune messaging for green energy campaigns. Makes it feel more real than just slapping on a personality label.