Which words do the choleric, the sanguine, the phlegmatic and the melancholic use? How does the way we speak depend on temperament? Which advertising slogans should you use for an audience whose attitude (introversion or extraversion) you know? The DataFuel team has built a map of word use in search queries.
«This map is put together from some seventy words. For some people it may become a desk companion. We think it can come in handy in the everyday work of SMM specialists, copywriters and others»
For the busiest readers we have gathered the many market research findings about the preferences of the temperaments (there are a dozen of them by now: about presents, about cars, about favourite words, about professions, and so on and so forth) into a mini-app. Choose the topic of the study at the top, switch between temperaments at the bottom and see what they like, look for and adore
What does DataFuel have to do with it?
First, a couple of words again about the company DataFuel and what it has to do with personality typology. The answer: as a commercial company, they unwittingly supply statistical evidence for the psychoanalytic theory of personality types and temperaments.
The main problem of psychology as a science is finding statistical evidence for its hypotheses. First a handful of psychoanalysts, using the case-history method (observing patients), put forward an assumption about the regularities of human behaviour. Then thousands of followers test it on other patients and, if the second criterion of scientific rigour — independence from the observer — is met, they raise the assumption to the rank of knowledge.
But there remains the problem of the third criterion of scientific rigour — the measurability of the result. Patients’ histories are confidential, and one has to take the psychoanalysts’ word for it. Modern society, meanwhile, is used to something else — to statistics. And so DataFuel, in its latest audience analysis (vk.com/datafuel?w=wall-68884413_1882), has confirmed some of the statements of the S-Theory.
So, they have built a map of word use in search queries depending on temperament, and we will explain why and how our speech depends on our temperament.
How was the analysis done?
DataFuel: «We collected search queries. The keywords were chosen on the basis of our own work, by matching them to certain characteristics of the psycho-types. At the same time, we wanted to pick words that would be convenient to use in advertising.
Colour marks the queries whose volume stands out clearly against the general background (the total sample came to 62+ million queries). Distance from the centre of the map indicates how strongly the psycho-type [the temperament in the S-Theory] is expressed.
DataFuel analyses openly available data about social network users with the SPECTRUM technology (to learn more about it, download the personalisation guide: write ГАЙД (“guide”) or НАЧАТЬ (“start”) in the group chat — vk.me/datafuel). The data obtained is plotted on a map of values along the ranges from the New [the Active life position] to the Familiar [the Passive life position], and from Emotions [Extraversion] to Logic [Introversion].
Are the results reliable?
DataFuel: «All the words on the map can be divided into two groups: those whose position confirms the theory and those that contradict it.
We assume that the shift of some words may be due to the current agenda and to trends. Word use does not have to coincide with values, and certainly not 100%. Queries are interests made visible, and they can change with outside events. And that leaves a great deal of freedom in choosing various means of communication, based on the specifics and the facts of the present moment».
What stands out in the sanguine’s speech
The sanguine is an extravert in the Active life position. This is a pushy, expansive psycho-type, for whom the response of those around them matters a great deal.
The sanguine’s speech is accordingly aimed at:
- attracting attention
- seeking new impressions
- expansion
In its analysis DataFuel confirmed, and is confident, that the sanguine (the Innovator in their terminology) uses the words:
- individuality,
- enjoyment,
- sweet,
- free,
- creativity,
- variety,
- feeling,
- fashionable,
- bright,
- admiration.
Psychoanalytically, the words “individuality” and “free” do not quite match expectations — they belong rather to the sphere of introverts. Introverts know everything about themselves, prefer to keep apart from society and to observe. The rest are a bullseye!
What stands out in the melancholic’s speech
The melancholic is an extravert in the Passive life position. This is a peaceable psycho-type, oriented towards stability, for whom the response of those around them matters a great deal.
The melancholic’s speech should reflect their focus on:
- harmony
- contact with those around them
- safety
In its analysis DataFuel confirmed, and is confident, that the melancholic (the Romantic in their terminology) uses the words:
- respect,
- harmony,
- belonging,
- beauty,
- comfortable,
- security,
- children’s,
- well-being,
- energetically.
The word “energetically” does not quite fit the picture of a psycho-type in the Passive life position. The others, though, match the hypothesis completely.
What stands out in the phlegmatic’s speech
The phlegmatic is an introvert in the Passive life position. This too is a psycho-type that values stability and predictability, one who knows everything about themselves and prefers to observe those around them from the sidelines.
The phlegmatic’s speech should reflect their focus on:
- predictability
- studying their surroundings
In its analysis DataFuel is confident about the phlegmatic’s words (the Conservative in their terminology):
- independent,
- control,
- saving,
- household,
- savings,
- traditions,
- simple,
- serious,
- clear,
- chatter.
The word “chatter” belongs rather to the extraverts, for whom communicating with those around them matters. But who knows — perhaps phlegmatics simply study “chatter”, and then all the words match the theory completely.
What stands out in the choleric’s speech
The choleric is an introvert in the Active life position. A dominant, self-assured psycho-type.
The choleric’s speech underlines their inner drivers towards:
- expansion
- dominance
- study
In its analysis DataFuel is confident about the choleric’s words (the Pragmatist in their terminology):
- structure,
- curiosity,
- efficiency,
- status,
- recognition,
- interesting
All the words match expectations
How can you use this?
An example of slogans for the phlegmatic:
Slogan words for some of the temperaments:
- Sanguine — brightly,
- Melancholic — harmoniously,
- Phlegmatic — methodically,
- Choleric — critically.
