The Big Five model in marketing: personality as the key to success

Imagine you are planning a marketing campaign. Two personas, which you develop based on sociodemographic characteristics and social media insights, serve as the basis for your decision: Isabell and Clara, both in their mid-30s, married with one child each. Both have a college degree and lead a small team in a medium-sized company. On social networks, both consume content on family and parenting topics, sports and vegetarian nutrition, as well as content on fashion and beauty. However, despite having the same sociodemographics and identical interests, two people can feel and decide completely differently. The result: marketing campaigns fail because companies prioritize personality over sociodemographics, interests, and brand preferences. On the other hand, if you start at this very point, you will learn why people prefer certain messages, who they trust, and which arguments convince them.

The Big 5 model as a lever for success

But how can we make personality visible and classify it so that it can serve as a basis for decision-making? One answer is provided by the Big 5 model, which describes human personality in five dimensions:

1. Openness provides insight into how much people seek change, value new things, and think creatively.
2. Conscientiousness encompasses a strong need for structure, stability, and reliability.
3. Extraversion shows how much people seek social contact, communicate with others, and draw energy from this.
4. Compatibility reflects the degree of empathy, willingness to cooperate, and need for harmony.
5. Neuroticism (also: emotional stability) describes how sensitively people react to stress, uncertainty, and risks.

These dimensions are found in all people to varying degrees. Personality traits are therefore classified on a scale of 1-10. It is precisely this fine gradation that makes the Big 5 model so efficient. Instead of describing people as "conscientious" or "not conscientious," this trait is "more or less pronounced" in different characters.

Practical example: When statistical twins are not enough

Back to Isabell and Clara: At first glance, they appear to be statistical twins. Both are in their mid-30s, have one child, are academically educated, and work in a medium-sized company. They also consume similar content on social networks. Based purely on data, they could easily be classified as a single target group. And yet campaigns that work for Isabell have no effect on Clara. The reason for this is not their age, profession, or interests, but their personality structure. This shows that marketing based exclusively on sociodemographic characteristics and interests falls short. The Big 5 model helps to close this gap.

Isabell – safety-oriented, structured, controlling

Isabell exhibits low to moderate openness. Although she is interested in new products or trends, she first wants to understand them, classify them, and examine their usefulness. She tends to be cautious when it comes to change. She is highly conscientious. She makes decisions primarily on a rational basis and after extensive research. She values clear, understandable information, compares options, and reads reviews. Her extraversion is rather low. She draws her energy less from social visibility than from control and stability. Situations that shecannot plan or foresee quickly make her feel a loss of control and leave her with a feeling of insecurity. Her agreeableness is medium to high. Isabell is a team player, is responsible, and values fairness—both professionally and privately. Her neuroticism is slightly elevated. Isabell reacts sensitively to uncertainty, time pressure, and possible wrong decisions. Security and orientation are central needs for her.

Marketing campaigns that appeal to Isabell reflect precisely these needs. They convey security, structure, and control through clearly structured content, logically comprehensible arguments , and a tone that is factual, calm, and confidence-building. Messages that emphasize reliability and long-term benefits are particularly well received by Isabell. Content formats such as guides, checklists, comparison tables, and testimonials help her make rational decisions more quickly. When it comes to design, Isabell prefers clear structures and subtle colors. Low-threshold calls to action without pressure to buy or act give her a feeling of security and self-determination. On the other hand, highly emotionally charged, loud, or trend-driven campaigns tend to elicit skepticism rather than enthusiasm from Isabell.

Clara – curious, confident, adventure-seeking

Clara is very open to new experiences. This means that she likes to try new things, is keen to experiment, and sees change as an opportunity. Her conscientiousness is average. Although she is performance-oriented, she also makes spontaneous decisions and relies more on her gut feeling than Isabell, both in her private and professional life. With a high degree of extraversion, Clara is communicative, likes to share experiences with those around her, and actively involves them in decisions . However, with moderate agreeableness , she focuses on her own needs and priorities. Herneuroticism is low : Clara is emotionally stable, resilient, and rarely afraid of making wrong decisions—if necessary, she will make a new decision or find an alternative solution.

Unlike Isabell, Clara believes that marketing should be loud, bold, and motivating . While sober and safety-oriented campaigns tend to bore Clara, she responds positively to messages that address her desire for self-fulfillment, freedom, and authenticity . These messages reach Clara most effectively through content formats such as social media stories, videos, influencer collaborations, and events. Motivating calls to action such as "Try it now" or "Become part of the community" have a positive and motivating effect on Clara.

Isabell and Clara exemplify why identical data does not lead to identical decisions: interests indicate what people like—personality explains how they decide.

The Big Five in marketing practice: How campaigns differ depending on personality dimensions

To use the Big Five model effectively, it is crucial to understand how different traits specifically affect marketing campaigns. The following areas of application show how marketing changes along the five personality dimensions.

1. Align campaign logic

Even at the strategic level, it is clear how much campaign logic and messages can vary.

• If a target group is characterized by a high degree of openness, the focus is on "novelty": through limited editions, experimental formats, and claims that deliberately polarize or surprise. If, on the other hand, openness is low, continuity proves its worth: campaigns emphasize the tried and tested and ensure a consistent brand experience that builds trust.
• High conscientiousness requires structured and logically comprehensible campaigns. Evidence of the value proposition, a clear chain of argumentation, and formats that eliminate uncertainties are essential. With low conscientiousness, shorter messages, content formats, and emotional introductions lead to the goal more quickly.
• Extroverted target groups respond strongly to campaigns that enable visibility and social interaction. Introverted target groups, on the other hand, prefer campaigns with individual usage scenarios, calm imagery, and private decision-making spaces.
• When compatibility is high, campaigns are effective if they promote community, fairness, or mutual support. When compatibility is low, self-interest comes to the fore: personal advantages, competition, or individual optimization.
• Target groups with higher neuroticism react sensitively to uncertainty. They need campaigns that provide reassurance and clear guidance. More resilient target groups, on the other hand, are also attracted by polarizing marketing promises and experimental scenarios.

2. Create messages and claims

There are also significant differences in terms of text and tone, depending on the characteristics of the personality traits.

• When openness is high, claims that open up possibilities and hint at the future ("Shape what comes next") work well. When openness is low, claims that convey stability and suggest trust ("Proven for years") are effective.
• Conscientious target groups respond to self-explanatory claims that suggest a clear benefit. Less conscientious target groups respond more strongly to emotional or humorous short claims that leave room for interpretation.
• Extroverted people focus their attention primarily on activating, outward-looking marketing messages. More introverted target groups prefer a reserved tone that signals autonomy ("At your own pace," "Made for you").
• In cases of high compatibility, inclusive messages ("Strong together") work well, while people with low compatibility tend to focus their attention on performance-related claims ("Secure your advantage").
• Neuroticism influences how much security language conveys. Appropriate claims such as "100% security," "money-back guarantee," or "multiple award winner" dispel doubts more quickly.

3. Developing design, visual language, and UX in campaigns

In addition to messages and tone, it also makes sense to consider personality traits in the visual implementation of marketing campaigns.

• Unusual layouts, strong contrasts, and creative image ideas are well received by target groups with a high degree of openness. If this is less pronounced, familiar image motifs, clear hierarchies, and classic designs are the better choice.
• Conscientious target groups prefer white space, clear navigation, and a structured design. Campaign designs for less conscientious target groups can be denser and more emotionally charged.
• Designs for target groups with pronounced extraversion rely on imagery featuring people in action, dynamic scenes, and vibrant colors. Introverted characters, on the other hand, generally prefer a reduced color palette, calm motifs, and a visual focus on the product and its benefits.
• Warm color palettes and authentic images and videos that convey authenticity, emotion, and cohesion are effective when compatibility is high. Low compatibility allows for a cooler aesthetic, stronger differentiation, and more objective imagery.
• Pronounced neuroticism influences the need for (visual) orientation: visual focus and guidance points, reduced stimulus density, and clear calls to action increase the campaign's effectiveness in this case.

4. Select content formats and campaign channels

Depending on their personality structure, people prefer different content formats and campaign channels.

• Open-minded target groups enjoy consuming exploratory content such as trend analyses, future studies, or creative storytelling formats. Less open-minded target groups prefer practical content with direct relevance to everyday life.
• Conscientious people appreciate white papers, guides, and structured email series. For those with low conscientiousness, short videos or gamification elements work better.
• Extroverted target groups respond strongly to social media, live formats, and events. Introverted target groups preferon-demand content, newsletters, and informative landing pages.
• Community formats, testimonials, or co-creation campaigns are effective when compatibility is high. When compatibility is low, expert opinions, rankings, or performance arguments are more important.
• Neuroticism influences the need for explanation, comprehensibility, and the amount of content: FAQs, comparison tables, and transparent processes reduce uncertainty, while emotionally stable target groups require less reassurance.

5. Determine decision architecture, timing, and triggers

In addition to messaging, design, and content, the Big 5 model helps shape decision-making processes in a way that suits the personality of the target group. After all, how, where, and when people make decisions contributes significantly to the success of a campaign.

• Openness to experience: People with high openness scores want to discover new things. Storytelling elements and different entry paths appeal to this target group's curiosity, desire for individuality, and opportunity for self-development . Quiz formats, personalized recommendations, and gamification elements are effective conversion boosters. If openness is rather weak in the Big 5 model, too many options can be overwhelming. Better: A campaign leads directly to a recommended solution ("Our most popular option for families"). Guidance, clarity, and a reduced selection are then suitable conversion triggers.
• Conscientiousness: People with a high level of conscientiousness prefer to make conscious and well-informed decisions . Campaigns that lead to detailed landing pages with facts, processes, seals of approval, comparison tables, and customer reviews create trust. If conscientiousness is less pronounced, as in Clara's case,decision-making processes and touchpoints can be designed to be simpler and more intuitive .The focus then shifts to convenience, time savings, and impulse .
• Extraversion: Target groups with high extraversion like to make decisions in a social context. Touchpoints that focus on testimonials, interactive community elements, or live formats can have a positive effect on the purchase decision. Introverted target groups, on the other hand, want decision-making spaces without social interaction. Customer journeys that allow people to make decisions autonomously, at their own pace, and in a quiet environment increase their willingness to buy.
• Agreeableness: If agreeableness is strongly pronounced in the Big Five model, successful campaigns focus on values such as fairness, community, and sustainability. The lower the agreeableness, the greater the importance of personal advantage. Campaigns that focus on efficiency, personal benefit, and status accelerate the purchase decision.
• Neuroticism: People with pronounced neuroticism hesitate when faced with uncertainty and risk. Successful campaigns therefore focus on security and control—by actively communicating potential risks and refuting them with comprehensible arguments. Guarantees, extended return policies, and understandable explanations quickly dispel any concerns. People with low neuroticism, on the other hand, make decisions impulsively. Time constraints, exclusive offers, or spontaneous purchase incentives then drive conversions up.

These scenarios show that different personality dimensions require different campaigns – in terms of tone, design, channel selection, and dramaturgy. The Big 5 model does not necessarily change what is communicated, but rather how.

That's why the model is an integral part of our data-based personas. Because the fact is: data-driven personas what people do – the Big 5 model explains why they do it. By applying the Big 5 model to our personas, they gain an authentic personality and form a sound basis for decision-making in marketing campaigns that truly put people at the center.