Understanding values and beliefs and being able to predict (and modify) purchase behaviour is greatly enhanced when there is knowledge of underlying psychology, personality characteristics and life values. Kendric, Smith & Partners has been extremely successful at generating psychological and life-values measures in a survey context. Typically, a battery of questions built around the Myers-Briggs Personality Inventory are administered to respondents, generating insight into broad personality typologies. Also, questions built around the Edward's Need-Dominance scales are included and identify need-satisfaction criteria that, again, is highly valuable to brand positioning. Measures of life values ("...what's important to me in my life...") and of leisure activities serve to enhance even further the potential for segment differentiation and for enriched brand positioning.

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