{"id":688,"date":"2009-10-21T07:23:25","date_gmt":"2009-10-21T07:23:25","guid":{"rendered":"http:\/\/www.questionpro.com\/?p=688"},"modified":"2023-04-13T08:13:25","modified_gmt":"2023-04-13T08:13:25","slug":"take-the-traits-survey-and-see-what-really-drives-choice","status":"publish","type":"post","link":"https:\/\/www.questionpro.com\/blog\/take-the-traits-survey-and-see-what-really-drives-choice\/","title":{"rendered":"Take the TRAITS Survey and See What Really Drives Choice"},"content":{"rendered":"

As marketers, the holy grail of any survey method or model would have to be something that could help us predict how a targeted audience would react given a particular offer. \u00a0Conjoint Analysis<\/a> and its ability to flush out the offering-price combination that a given demographic would choose has always been a favorite tool for developing irresistible offerings.\u00a0 Then there\u2019s the recent focus on fMRI <\/a>work as described by Martin Lindstrom<\/a> in his business best-seller \u201cBuyology<\/a>,\u201d where he outlines the peculiarity with which our brains are wired and driven by deeply ingrained emotional drivers.\u00a0 Or how about Dan Ariely<\/a>, the brilliant economist who studies our tendency for irrational decision making?<\/p>\n

Well, if the models I\u2019ve mentioned above aren\u2019t enough for you, now there is something called a \u201cTRAITS\u201d model that\u2019s been introduced by a couple of professors from Duke University, Scott De Marchi and James T. Hamilton.<\/p>\n

The TRAITS model stands for six attributes that these two social scientists uncovered as part of their studies around why people choose to do what they do and how they choose to do what they do.\u00a0 They\u2019ve written a new book about it called \u201cYou are What You Choose: The Habits of Mind That Really Determine How We Make Decisions.<\/a>\u201d<\/p>\n

The six TRAITS attributes are:<\/p>\n

    \n
  1. Time<\/strong>: Do you have a shorter-term view or a longer-term view of life?\u00a0 Scoring high on the \u201cTime\u201d trait means that you forgo short-term gain for long-term value.<\/li>\n
  2. Risk<\/strong>:\u00a0\u00a0 A lower score on the risk attribute means that you are more risk-averse, while a higher score means that you can tolerate more risk.<\/li>\n
  3. Altruism<\/strong>: To what degree are your decisions driven by your focus on the welfare of others?\u00a0 A low score means that you may simply have a lack of action or low interest in charitable activities and a high score means that you are “other-centered.”<\/li>\n
  4. Information<\/strong>:\u00a0 If you are an information junkie, then you probably score high in information. \u00a0A lower score means that you do not seek out as much information to drive your decision-making.<\/li>\n
  5. MeToo<\/strong>: \u00a0A high score on this attribute puts you in a sort of \u201cstatus-seeker\u201d category.\u00a0\u00a0 Think in terms of \u201ckeeping up with the Jones\u2019.\u201d\u00a0 A low score means that you are more individualistic about your choices and not so influenced by what others are doing or not doing.<\/li>\n
  6. Stickiness<\/strong>:\u00a0 This attribute measures what role loyalty plays in how you decide.\u00a0 A high score in this area points to being loyal to a brand or value while a low score means that you can switch easily to an alternative.\u00a0 Think about being in a restaurant and having the waitress as \u201cIs Pepsi ok?\u201d\u00a0 If you score high on Stickiness and love Coke, you might answer \u201cNO!\u00a0 Get me a Coke!\u201d<\/li>\n<\/ol>\n

    What\u2019s Your TRAITS profile?<\/p>\n

    Start your profile.<\/a>\u00a0 At the end of each set of 5 questions, you will be re-directed to a \u201cspotlight report\u201d where you can see how your answers compare with other readers\u2019.\u00a0 Be sure to scroll down to the bottom to see your score for each attribute.\u00a0 You might want to print or save each employee spotlight<\/a> report for future reference.\u00a0 If you have problems, you can take each of the TRAITS profiles separately: TIME, RISK, ALTRUISM, INFORMATION, meTOO, STICKINESS.<\/p>\n

    The real power behind these TRAITS is in your ability to literally segment your markets and design your messages around what\u2019s really important to these people.\u00a0 Use these TRAITS as an enhancement to your existing demographics and watch your marketing results improve.<\/p>\n","protected":false},"excerpt":{"rendered":"

    As marketers, the holy grail of any survey method or model would have to be something that could help us […]<\/p>\n","protected":false},"author":128,"featured_media":20243,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_genesis_hide_title":false,"_genesis_hide_breadcrumbs":false,"_genesis_hide_singular_image":false,"_genesis_hide_footer_widgets":false,"_genesis_custom_body_class":"","_genesis_custom_post_class":"","_genesis_layout":"","footnotes":""},"categories":[341,187],"tags":[],"yoast_head":"\nTake the TRAITS Survey and See What Really Drives Choice | QuestionPro<\/title>\n<meta name=\"description\" content=\"As marketers, the holy grail of any survey method or model would have to be something that could help us predict how a targeted audience would react given\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" 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