Product personality report

Coca Cola


This report gives an indication of Coca Cola’s personality. With that we mean those product aspects beyond price, quality and functionality that enable the product users to express their personality with. Insight into your product’s personality enables you to define and identify the user groups that match your product. A product’s personality that resonates with that of its users, research has shown time and again, will be more successful.

This report describes five factors that each elaborate on a certain aspect of your product’s personality.

1 openness: The degree to which the product evokes new experiences and ideas.
2 conscientiousness: The degree to which the product evokes precision.
3 extroversion: The degree to which the product evokes external orientation.
4 friendliness: The degree to which the product evokes conformity.
5 rationality: The degree to which the product evokes emotions.
The descriptions per factor result from the analysis of the administered online visual questionnaires. The analysis has been carried out on the basis of the Big Five Factor personality theory adapted for brands, products and services.

Scores per factor

Open product style

Playful
Regarding the factor open product style, your product can be characterized as playful. It is as it were a product with a twist. On the one hand the product is completely logical and on the other it has the urge, with moderation though, to wonder. It is a creative product but definitely not an bewildering experiment.

Conscientious product style

Easygoing
Regarding the factor conscientious product style, your product can be characterized as easygoing. The overall appearance of your product is a carefully struck balance between messiness and impeccability. It will provoke its users to examination but not to wild experiments.

Extraverted product style

Exuberant
Regarding the factor extraverted product style, your product can be characterized as exuberant. The product, in a lively fashion, invites usage. Its design, as it were, draws all attention to itself. The product lends itself perfectly to be used with others.

Friendly product style

Pleasing
Regarding the factor friendly product style, your product can be characterized as pleasing. It is important that your product communicates likeability and invites use in a fun way. The design of the product should put people at ease.

Rational product style

Sensitive
Regarding the factor rational product style, your product can be characterized as sensitive. The appearance of your product casts a balance between self awareness and dependance. In fact the product must be able to meet solicited and unsolicited use needs.

sources:
P.C.M. Govers, J.P.L. Schoormans, (2005) “Product personality and its influence on consumer preference“, Journal of Consumer Marketing, Vol. 22 Issue: 4, pp.189-197,