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Ken Magill

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Vendor Spotlight: The Quant Method

5/5/15
 
By Ken Magill
 
Your customer list comprises four personalities and you should tailor your pitches accordingly, according to the folks at The Quant Method.
 
The four personalities are: Thinker, Olympian, Mastermind and Diplomat, according to The Quant Method, and each approaches buying decisions differently.
 
The Quant Method has a master file of 180 million names in the U.S. tagged with personality types that it uses to analyze clients’ lists, according to Trish Wend, executive vice president, The Quant Method.
 
“Basically, we identify the personality types of prospects and customers in clients’ files and advise on personality-based strategy and creative to increase engagement and drive purchase behavior,” said Wend. “We enable clients to hyper-personalize and target their messages.”
 
Wend said The Quant Method can work with lists as small as 30,000 names.
 
Thinkers, who make up 46 percent of the population, are thoughtful and deliberate and tend to buy last, according to The Quant Method.
 
“Because they take so long to decide, a lot of people write them off,” said Wend. “And that’s a mistake. … If they abandon a shopping cart and you send them additional information and detail, they love that.”
 
Thinkers respond to copy that is organized, formal, detailed and precise, according to The Quant Method.
 
Masterminds, who make up 14 percent of the population, are decisive and tend to buy second, according to The Quant Method.
 
“Masterminds are always in a hurry,” said Wend. “They don’t suffer fools.”
 
Masterminds respond to copy that is short, bulleted, to-the-point and goal oriented, according to The Quant Method. Masterminds also tend to respond to free-shipping offers, said Wend.
 
Olympians, who make up 23 percent of the population, are enthusiastic, talkative, fun and live in the moment, according to The Quant Method.
 
Olympians respond to copy that is informal, fun with dramatic language, according to The Quant Method.
 
Diplomats, who make up 17 percent of the population, are reserved, steady, personal and want to help people, according to The Quant Method.
 
“A lot of them sign up for causes and donate,” said Wend. “If they abandon a shopping cart and you send them more information and detail, they get turned off. They’ll be suspicious and wonder why you’re stalking them.”
 
Diplomats respond to copy that is warm and casual, according to The Quant Method.
 
“This is all based on Myers-Briggs [personality-indicator test],” said Wend. “And what we’ve done is taken the 16 personalities and reduced them to four. If you’re going to send personality-based messaging, four is more than enough.”
 
In a fundraising effort, an unnamed East Coast college used The Quant Method and found Thinkers made up 48 percent of its file, according to a case study.
 
“Copy recalled their early years at school because tradition means a lot to this personality type,” the case study said.
 
For Masterminds, which made up 14 percent of the college’s file: “Copy spoke to budget, innovative plans, and was serious.”
 
For Olympians, 21 percent of the file: “Their appeal focused on possibilities and potential,” the case study said.
 
And for Diplomats, 17 percent of the file: “We told them how their contribution could help particular students.”
 
According to The Quant Method, donations to the college increased 24 percent over the previous year.
 
The Quant Method isn’t just for email, said Wend.
 
“It’s great with direct mail because of variable printing,” she said. “It’s great for banner ads and retargeting. It’s also great for mobile ads.”
 
The Quant Method charges by the number of clients’ customer names it matches to personality types. The company also advises clients on how to adjust their creative to approach the personality types in the files, said Wend.
 
“We don’t sell fish. We teach people how to fish,” she said.
 
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