The Next Stage of Psychographic Segmentation: Usage of EnneagramRajeev Kamineni, University of Western Sydney, Australia ABSTRACT Segmentation and positioning constitute the crux of marketing strategy. Over the past two decades, lifestyle and psychographics have been increasingly used as a basis for market segmentation. This paper illustrates how the ancient and mystical technique of the Enneagram can be effectively used as a base for psychographic segmentation. With the Enneagram finding ever-increasing applications in strategic management and human resource development, it is only fitting that scholars in marketing harness the diagnostic and predictive power of the Enneagram. However, adoption of the Enneagram for marketing purposes will require further conceptual development and empirical analysis. INTRODUCTION The Enneagram is an ancient technique of personality classification that dates back at least two thousand five hundred years. Practitioners of the Enneagram (pronounced any-a-gram) regard it as a vital link between the psyche and the spirit. Figuratively, the Enneagram is a circle enclosing nine equidistant points connected by nine intersecting lines (see Figure 1). The nine points represent the different ways in which the nine underlying personalities constituting the Enneagram perceive and defend their "mental models" or realities. Peter Senge (1990) observes that the mental model each of us possesses determines not only how we make sense of the world, but also how we take action. Understandably, scholars and practitioners of management and human relations are exploring ways in which the richness and the dynamic power of the Enneagram can be tapped to understand human behaviour. Oddly enough, the Enneagram has received no attention in the marketing literature whatsoever. This paper makes a case for inclusion of the Enneagram in the repertoire of tools and techniques currently used to understand consumer behaviour. More specifically, the applications of Enneagram in psychographic segmentation have been discussed. Toward these ends, this paper has three objectives: (1) to briefly discuss the nine main personality types inherent in the Enneagram theory; (2) to illustrate how the nine personality types can be used in psychographic segmentation; and (3) to highlight research needs that would facilitate adoption of the Enneagram in the marketing literature. HISTORY AND ORIGINS Figure 1 9. 8. 7. 6. 1. 2. Helper 3. 5. 4. The history and transmission of the Enneagram remain vague and controversial. Riso (1997) has suggested that in order to better appreciate Enneagram origins, one needs to differentiate between the Enneagram symbol (See Figure 1) and the descriptions of the nine types that are gaining such worldwide attention. The Enneagram symbol depicted in Figure 1 is ancient, dating back to Pythagoras or earlier. General agreement exists that George Gurdjieff brought the symbol to the West around the 1940s. The concept of the nine personality types seems to have surfaced The Journal of American Academy of Business, Cambridge * March 2005 315 Self-Aware. “Just Do It. Selfabandonment Ones: Idealistic perfectionists. Diplomat CHARACTERISTICS MANAGERIAL ORIENTATION By the Book. our attention will be confined to the personality traits. Performer. Derangement Inferiority. Perfectionist. Gluttony Ruthlessness. Self-revealing Pioneering Visionary. Engagement. They want to do business with The Journal of American Academy of Business. Outstanding Paragon Inspired Creator. They don’t want the firm to take shortcuts. Distortion. it is crucial that the organisation ensures that a very orderly and polite face is presented. Reasonable. Marketeers have to act and present themselves to be ethical and honourable. They are very particular that rules. For the purposes of this paper. Inclusive. Detached Reckless. Coercion. however. Reasonableness. Twos: Open hearted helpers. The essential characteristics of the nine types are briefly discussed below. irrespective of who or what is in the way. Belief in Meritocracy. It is important that the seller recognises Twos and personalises the interaction. Enthusiasm. Cambridge * March 2005 316 . Advocate. Selfconfident. Enthusiastic.. Leads by Example. Empathy. Dissociation. Nonaggressiveness. Sharing-orientation STRENGTHS WEAKNESSES Wise Realist. targets the Threes and exemplifies the Three orientation. THE NINE TYPES The table below summarises the broad attributes of each personality type. Goldberg and Fomalont (2000). Self-assured Person. Self-torment. The spiritual and philosophical aspects of the Enneagram are indeed inspiring and fascinating. Ally Management by Juggling. High Standards Cheerleader. drives and motives of each of the nine personality types. and the Kabbalah (beginning in the 12th century). Threes want to finish the job quickly and efficiently. Influential Autonomy. who set up panels for gathering empirical information on each type. A rough. Trooper. Boss Nine: Peacemaker. Futurist Eight: Leader. Twos will be most impressed if they know that certain rules have been altered to specially favour them. Compulsiveness. Walking Around and Networking Autocratic. A Principled Teacher Disinterested Altruist. Engaging Committed Loyalist Ecstatic Appreciator. Accomplished Generalist Magnanimous Hero.later. Objectivity Disinterestedness. High Profile. Threes: Hard-driving Performers. They are eager to have a friendly customer relationship with the seller. Idealist Two: Helper. Vindictiveness Self-inhibition. Cooperation Gratitude. High Profile. Personal relationships are of paramount importance to Twos. Over -reaction. Toward the later stages of Enneagram theory development. Added to all the above. Romantic. Caring. He also identified the basic core qualities of each of the nine personality types. and has its roots in several traditional teachings such as the Seven Deadly Sins (beginning in the 4th century). Autocratic Task Oriented. These descriptions are drawn from the work of Riso (1987). The essential characteristics and marketing implications of the nine types are briefly discussed below. Punitiveness Manipulation. Self-awareness. standards and procedures are strictly adhered to. Giver. Expertise Self-Affirmation. Ones are impressed if the organisation’s mission statement is displayed and frequently referred to. Appreciators. Getting a good deal and a quick turnaround as customers is very important to Threes. Visionary. Protective of Inner Circle. Neatness. Individualist Understanding. Blunt. Confrontational Participatory. Additional steps like knowing the customer’s name and providing a warm and personal service will be well received by Twos.e. Descriptions of the nine personality types. are legitimate contributions of modern authors such as Oscar Ichazo (1982) and Claudio Naranjo (1990). i. Self-Confidence. Ambitious Creativity. Constructive Self-Possessed. if found cutting corners they will sharply criticise the firm.” the slogan of Nike. Nurturing Helper Authentic. Obsessiveness. Knowledgeable Self-affirming. Productiveness Self-Restraint. Oscar Ichazo was the first to synthesise the symbol with elements of the teachings about the types. possesses its own unique gift and is propelled by an unconscious drive (See Table). however. Supportive Intolerance. Each type has its own world-view. and Goldberg (1996). Autocratic Philosophical. Management by Encouraging Others Task Oriented. Observer. Destructiveness Neglect. Producer Four: Artist. Involvement. Intuitive. Masochism Dissipation. Partner Seven: Generalist. TYPE One: Reformer. impolite and cold seller will put off Twos and they will start scouting for other places to give their business. Duplicity. Self-destructiveness Rejection. Mediator. Recklessness. They want to know that the seller cares about getting things right as much as they do. Well-informed. Don Riso and Russ Hudson (1996) added new features to the Enneagram system such as elaborate systematic descriptions of each type and the within-type levels of development. 1991). This work was further expanded by the psychiatrist Claudio Naranjo (1994). Belief in Meritocracy. a clean shop and a clean waiting room counts in this case. Adaptability. Mentor Three: Motivator. Generosity Inner-directed. Receptive Supportive Peacemaker Idealism. Palmer (1988. As customers Ones want to know that an organisation or marketeer has guidelines and directives and that they are being followed. Feeling Victimised Opportunism. Sage Six: Loyalist. Perceptive. Innovator Five: Thinker. It is imperative that the selling organisation builds up trust and sticks to its promised word and does exactly what was supposed to be done. Nines tend to be slow and steady. up beat and hassle-free. Packaging and handling the goods has special importance in the case of Fours. They should be convinced that the price/value they are receiving is the best in the market. Fives are smart experts.a company that’s successful and with a good reputation. They usually prefer working alone and not in groups. Eights: Take-Charge Top Dogs. Marketeers should lay special emphasis and acknowledge the Fours’ distinctive personal needs and problems. As customers. especially when given out as free gifts. Pamphlets. It will be advantageous to show these customers newspaper clippings of the company’s success and accomplishments. Personal information and complex relationships are irrelevant here. Complaints and protests can surely be expected if something goes wrong. They are very impressed when the vendors they deal with are certified by a professional or a trade group. very responsive and make an effort to give special time slots to the Threes. manuals and doit-yourself kits will impress the Fives. It is important that the marketeer looks convenient and is able to handle all the details at the same time keeping pace with the customer requirements. They have a passion for aesthetic appeals as evidenced in design and beautiful presentation. They have to be presented with new and interesting and latest add ons. It is futile to counter argue with them and it is always advisable to be direct and to the point. Sevens: Up Beat Visionaries. According to William Wells (Wells 1975). Their intentions are to keep proceedings calm and to have everybody functioning as a team. It will be advantageous if the firm listens to what is expressed in “between the lines. and they get excited. As customers they are very keen to know whether the firm selling to them has the most up-to-date equipment and information. The packaging should be done in such a manner as to impress their aesthetic sense. They’re smart. Special concessions like out of the way delivery or late night delivery will go a long way in impressing Fours. Fours: Aesthetic Connoisseurs. uniqueness and style. They are great to analyse some tough technical problems. ordering others about. Limits have to be rigidly set and defined because Eights have a tendency to always press for more. they can be blunt. As customers. Fives: Thoughtful Sages. 1995). Nines: Easygoing Mediators. Sixes will want to know if the marketeer is competent or if he/she is trying to cheat them like everybody else. The marketeer should be efficient. ought to be clearly presented to the customer. but they may struggle with staying focussed on one thing until the end. A very patient hearing should be given to the complaints and they have to be treated in all seriousness. they want the buying experience to be fun. It is crucial that the marketeer stands his/her ground and clearly defines what service or product will be provided. Fours are concerned that the organisation listens carefully to their particular problems. long time executive of DDB Needham and the author of attitudes. Detailed explanations are necessary and all the problems. They are always on the lookout for something to go wrong. As customers it is most likely that they will not indulge in direct outbursts of anger but they will go about voicing their intent in a very circuitous manner. Their concerns have to be tackled and honoured with special care. With Threes. confrontational and vengeful. Extra information about the product and service is always appreciated. Enneagram in Psychographic Segmentation When the term “psychographics” first appeared in Grey advertising’s publication. Eights want to be the ones in control. up-to-date on the latest and best technical developments in their field. Transparency is highly appreciated by the Sixes and this transparency should reveal the work and the costs. They are “big picture” planners who focus on all the great events and changes that are going to happen. a winner. It is crucial that the firm keeps everything above board and sticks to the commitments made. real and potential. it is vital that the firm put its best foot forward. As customers. psychographic studies The Journal of American Academy of Business. The firm has to keep in mind that instant gratification has to be given to these customers whenever possible. Grey matter in 1965. interests and opinions (AIO) paper that has become the foundation for many psychographic questionnaires. In the case of Fives the marketeers should forget the small talk and get straight to the heart of the problem.” Marketeers should give Nines plenty of time and space and should never make the mistake of underestimating them. As customers. It is advantageous if they are made to understand that by providing a good or service to them their life will be made easy and comfortable. it was touted as a way for researchers to quantify the slippery field of consumer psychology (Heath. Cambridge * March 2005 317 . Eights are a bit tough to handle for any marketeer. Sixes: Prudent Trouble-Shooters. The simple rule in this case is to ensure not to be bullied and a unwavering adherence to agreements is advocated. to create a new view of the market. In such cases it is upto the marketeer to make a proper judgement. McCarthy. Canter 1976). it has to be kept in mind that not all segments are effective or practical. to position the product. to better communicate product attributes (Rice 1988). In general. Perreault and Quester 1999). The nine points on an Enneagram clearly demarcate the segments and the marketing strategy can be devised based on the size and potential yield of each type of segment. heterogenous. but they name them as measurability. opinions inventory. The segment should be large enough. both in terms of relative allocation to different products and services and to specific alternatives within these categories (Zablocki. heterogeneous. Perreault and Quester 1999). This research was first developed in the 1960’s and 1970’s to address the short comings of two other types of consumer research: motivational research and quantitative survey research (Wells. often as many as 300. Boote 1984). Now psychographic lifestyle studies typically include: attitude. In an economic sense. sociological and anthropological factors to determine how the groups within segment the market and why these groups make a particular decision about a product. person. The Journal of American Academy of Business. often 500 or more. psychographic and behavioural variables form the base for segmentation in almost all of the consumer segmentation (Kotler et al 1998. The segment should be large enough. This means that the customers in a market segment should be as similar as possible in terms of their responses to certain marketing mix variables. marketeers found the original AIO inventories too narrow. This type of inventory consists a large number of statements. Warren 1995). and ideology or otherwise hold an attitude or use a medium (Demby 1989). As in the case of any segmentation. The initial measurement instrument was an AIO. Enneagram and the lifestyle analyses are closely linked to each other. the Enneagram typology presented above definitely meets the basic criteria set forth for any effective segmentation. Miller and Layton 2000.now come in infinite variations. Most studies use the first two or three dimensions described above to group individuals. even Enneagram might throw up segments that are not measurable or substantial. demographic. In a nutshell. They involve the use of psychological. The other dimensions are used to provide fuller description of each group. At the same time customers in different segments should be as different as possible to the other customers in the other segments. interests. Statistical techniques are used to place them in groups (Lastovicka 1982. so this type of segmentation will have its own advantages and limitations. Kotler et al (1998) also refer to the same criteria. so that it yields substantial return on investments and also the segmenting dimensions should be useful for deciding the marketing mix variables. accessibility. The market segments should ideally be homogenous. geographic. DISCUSSION The nine points on an Enneagram demarcate the segments and marketing strategy can be devised based on the size and potential yield of each type of segment. psychographic segmentation can be used in a variety of ways: To define the target market. with which large numbers of respondents express a degree of agreement or disagreement. A large number of individuals. so that it yields substantial return on investments and also the segmenting dimensions should be useful for deciding the marketing mix variables. While they are a useful addition to demographic data. All the existing studies have two common qualities: they add an extra dimension of psychology and/ or lifestyles to a demographic inquiry. Ideally. media pattern and usage rates. activities and interests. and they use quantitative survey techniques. demographics. substantial and operational (McCarthy. Other studies include demographics as part of the grouping process (Gilbert. In general. Though there are different ways of segmenting a market. The use of Enneagram will be better appreciated if each of the nine types is described in detail from a marketing angle based on the description given to the nine types earlier in the paper: Generally. values. Cambridge * March 2005 318 . Perreault and Quester 1999). substantial and operational (McCarthy. Enneagram attempts to segment the customers based on the personality types. This means that the customers in a market segment should be as similar as possible in terms of their responses to certain marketing mix variables. Attempts to develop quantitative measures of lifestyle were initially referred to as psychographics (Demby 1994). substantiality and actionability. At the same time customers in different segments should be as different as possible to the other customers in the other segments. the Enneagram typology definitely meets the basic criteria set forth for any effective segmentation. one’s lifestyle represents the way one has elected to allocate income. to develop overall strategy and to market social and political issues (Lastovicka et al 1987). activities. Enneagram helps in analysing why these customers choose to lead such lifestyles. provide the above information. market segments should be homogenous. Tigert 1971). Colina. which evolved from the work of Feather (1975). Fournier. (1975). personal and work relationships and in their relationship to the environment. Enneagram descriptions seem to share a lot in common with the “list of values” (LOV) method of segmentation. “Organisational culture and marketing: Defining the research agenda. Besides segmentation. This typology.” Marketing Research. 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