Wednesday, May 4, 2011

Should marketing strategists read the horoscope for consumer insights?

You might roll your eyes now, but I believe that strategist and planners have much to learn from astrology. Too many times, I have seen projects built up from demographic data and Roy Morgan “insights” on consumers, and it makes me cringe. People are way more complex than that. I think us who work in marketing need to have both understanding on psychology and other ways to truly understand people, and even if using horoscopes and star signs to identify the needs of your target market may feel fluffy and soft, just embrace the fact that people actually are fluffy and soft and unable to capture and control in statistics. Let unexpected elements like astrology widen and transform your thinking.
Through time, philosophers have said there are four main types of personalities. It´s the same four in Babylonian tradition as in Myer-Briggs, and they are represented in astrology as well: 
AIR People born under the astrological signs of Gemini, Libra and Aquarius are thought to have dominant air personalities. Air personalities tend to be kind, intellectual, communicative, social and helpful. However, they can also be cold, superficial, vicious and very insensitive to other people's emotions.
FIRE People born under the astrological signs of Aries, Leo and Sagittarius are thought to have dominant fire personalities. Fire personalities are believed to have good leading qualities, and also tend to be extroverted, rebellious, passionate and enthusiastic, brave and valiant; however, they can also be moody, hot-tempered, snappy, uncontrollable and angry.
EARTH People born under the astrological signs of Capricorn, Taurus and Virgo being one of the two drawn elements meaning it is part of two of the classical elements are thought to have dominant earth personalities. Earth personalities tend to be calm, practical, hard working, wise, stable, patient and sensual; however, they can also be stubborn, possessive, jealous, nearsighted and very harsh.
WATER People born under the astrological signs of Cancer, Scorpio and Pisces are thought to have dominant water personalities. Water personalities tend to be emotional, deep, nurturing, sympathetic, empathetic, imaginative and intuitive, however, they can also be sentimental, sensitive, escapistic and irrational.
My favourite horoscope:

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