NextStage's InFocus ReportsNextStage's InFocus Reports help you
- Understand your audience
- Determine key motivational and behavioral factors for your audience
- Design for your audience's cognitive, behavioral/effective and motivational triggers
NextStage's Evolution Technology allows online marketers to know the exact triggers and drivers for market segments based on
- Industry
- Gender
- Location/Geography
- Culture
- Time of Day
- Age
- Income
- Education
- ...
Visitor navigation is influenced by more than what's on the page. They make decisions about products, get branded, accept or reject information in a variety of ways. These differences are revealed in their navigation patterns. How someone from the US southwest navigates this page is different, for example, from how someone from New England navigates this page. The navigational differences effect everything from page layout to what search terms visitors use to find you. NextStage's Evolution Technology recognizes 120 different navigation styles and what different market segments use them.
If your company is using personae, you should be using NextStage's InFocus Market Reports
- To learn if the personae you're using are valid and
- How to market to those personae better
This page gives examples of key factors affecting visitor navigation styles for the 30 day cycle from Saturday, 07-Mar-09 to Monday, 06-Apr-09 for
- GeoFocusing
- MarketFocus
- TimeFocus
- GenderFocus
- AgeFocus
(all data from NextStage clients)
You're losing business if your site isn't helping visitors to navigate -- hence make purchasing decisions or learn about your products and services -- the way they do best.
Read Know Your Audience and Reach It for information on NextStage's InFocus Reports.
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Key Factors to Use in Navigation Design for
World Wide Market Segment
(36 distinct personality styles in this market) |
| Percentage of Visitor Population |
Key Factors to Use in Navigation Design |
| 9.69% |
· These people are extremely visually oriented
· They tend to ignore or discard any information which isn't visually oriented
· They make decisions which focus their attention on the rewards and benefits which they believe they will have
· They largely ignore references to past or present gains/pleasures/advances, often refusing to make a decision if this is the only type of information presented
Closest Myers-Briggs Types are ISTJ, INTJ, INTP, ENTP
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Key Factors to Use in Navigation Design for
USA Market Segment
(33 distinct personality styles in this market) |
| Percentage of Visitor Population |
Key Factors to Use in Navigation Design |
| 13.36% |
· These people are motivated by pictures or images rather than words
· They make a final decision based on future outcomes or returns
· They will only act when deeply convince that something will benefit themselves or those around them
· They tend to want to discuss things with themselves or others to conform decisions
Closest Myers-Briggs Types are INTJ, ENFP, ENFJ
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Key Factors to Use in Navigation Design for
New England Market Segment
(32 distinct personality styles in this market) |
| Percentage of Visitor Population |
Key Factors to Use in Navigation Design |
| 14.83% |
· These people are motivated by pictures or images rather than words
· They make a final decision based on future outcomes or returns
· They will only act when deeply convince that something will benefit themselves or those around them
· They tend to want to discuss things with themselves or others to conform decisions
Closest Myers-Briggs Types are INTJ, ENFP, ENFJ
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Key Factors to Use in Navigation Design for
SouthWest USA Market Segment
(9 distinct personality styles in this market) |
| Percentage of Visitor Population |
Key Factors to Use in Navigation Design |
| 25.00% |
· These people tend to consider the plus side of things, are optimistic
· They are swayed by the positive attributes of an argument or explanation
· They largely ignore emotional appeals
· They don't base their decisions on past experiences
Closest Myers-Briggs Types are ISTP, INTJ, ESFP, ENFP
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Key Factors to Use in Navigation Design for
SouthEast Market Segment
(28 distinct personality styles in this market) |
| Percentage of Visitor Population |
Key Factors to Use in Navigation Design |
| 19.00% |
· These people are motivated by pictures or images rather than words
· They make a final decision based on future outcomes or returns
· They will only act when deeply convince that something will benefit themselves or those around them
· They tend to want to discuss things with themselves or others to conform decisions
Closest Myers-Briggs Types are INTJ, ENFP, ENFJ
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Key Factors to Use in Navigation Design for
California USA Market Segment
(15 distinct personality styles in this market) |
| Percentage of Visitor Population |
Key Factors to Use in Navigation Design |
| 14.13% |
· These people pay close attention to what they see and are attracted to graphs and charts
· They tend to be impatient
· They base decisions on what may happen right now rather than what might happen later on
· They like to think things through before making a decision
Closest Myers-Briggs Types are ISFJ, INFJ
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Key Factors to Use in Navigation Design for
San Francisco, California USA Market Segment
(5 distinct personality styles in this market) |
| Percentage of Visitor Population |
Key Factors to Use in Navigation Design |
| 33.33% |
· These people make emotional decisions
· They have a positive outlook on life and the future
· They often seek the counsel of others and are uncomfortable with negative arguments
· These people are strongly influenced by clearly defined future goals
Closest Myers-Briggs Types are ISTP, INTJ, ENFP, ENFJ
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Key Factors to Use in Navigation Design for
Colorado USA Market Segment
(22 distinct personality styles in this market) |
| Percentage of Visitor Population |
Key Factors to Use in Navigation Design |
| 14.58% |
· These people compare everything to the good old days regardless of how good those days were
· They are driven more by avoiding failure than by seeking success
· They have difficulty planning for the future and conceptualizing things
· They are motivated by past failures
Closest Myers-Briggs Types are ESFJ
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Key Factors to Use in Navigation Design for
Connecticut USA Market Segment
(7 distinct personality styles in this market) |
| Percentage of Visitor Population |
Key Factors to Use in Navigation Design |
| 29.41% |
These people tend to base decisions on negative things that they've heard or felt
They tend to ignore positively framed explanations or experiences
They tend to base decisions on problems or difficulties they've experienced rather than successes
Attempts at convincing these people to do or act or believe something need to be framed in terms of "Remember when this didn't work/didn't happen"
Closest Myers-Briggs Types are ESFP, ISTP
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Key Factors to Use in Navigation Design for
Florida USA Market Segment
(3 distinct personality styles in this market) |
| Percentage of Visitor Population |
Key Factors to Use in Navigation Design |
| 40.00% |
· These people base their decisions on avoiding pain or discomfort
· They are not influenced by references to past, present or future successes
· They tend to be loners who willingly avoid social situations
· They learn most rapidly if the lesson has a threat (real or imagined) of pain or discomfort
Closest Myers-Briggs Types are INTP
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Key Factors to Use in Navigation Design for
Ohio USA Market Segment
(6 distinct personality styles in this market) |
| Percentage of Visitor Population |
Key Factors to Use in Navigation Design |
| 30.30% |
· These people are extremely visually oriented
· They tend to live in the past
· They pay the most attention to references of past events, framed in the negative and presented in a visual format
· They are influenced by being reminded of past problems
Closest Myers-Briggs Types are ESFJ
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Key Factors to Use in Navigation Design for
Western OH, USA Market Segment
(2 distinct personality styles in this market) |
| Percentage of Visitor Population |
Key Factors to Use in Navigation Design |
| 50.00% |
· These people base their decisions on avoiding pain or discomfort
· They are not influenced by references to past, present or future successes
· They tend to be loners who willingly avoid social situations
· They learn most rapidly if the lesson has a threat (real or imagined) of pain or discomfort
Closest Myers-Briggs Types are INTP
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Key Factors to Use in Navigation Design for
Massachusetts USA Market Segment
(17 distinct personality styles in this market) |
| Percentage of Visitor Population |
Key Factors to Use in Navigation Design |
| 31.17% |
· These people are extremely visually oriented
· They tend to ignore or discard any information which isn't visually oriented
· They make decisions which focus their attention on the rewards and benefits which they believe they will have
· They largely ignore references to past or present gains/pleasures/advances, often refusing to make a decision if this is the only type of information presented
Closest Myers-Briggs Types are ISTJ, INTJ, INTP, ENTP
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Key Factors to Use in Navigation Design for
Maine USA Market Segment
(3 distinct personality styles in this market) |
| Percentage of Visitor Population |
Key Factors to Use in Navigation Design |
| 33.33% |
· These people strongly prefer to be taught via negative reinforcement
· They make the final decisions based on the immediate outcomes, they aren't persuaded by appeals to long range goals
· They look to those emotionally close to them for guidance and leadership
· They base their decisions on the negative aspect of arguments
Closest Myers-Briggs Types are ISTJ, ISFJ, INFJ
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Key Factors to Use in Navigation Design for
Michigan USA Market Segment
(5 distinct personality styles in this market) |
| Percentage of Visitor Population |
Key Factors to Use in Navigation Design |
| 33.33% |
· These people tend to consider the plus side of things, are optimistic
· They are swayed by the positive attributes of an argument or explanation
· They largely ignore emotional appeals
· They don't base their decisions on past experiences
Closest Myers-Briggs Types are ISTP, INTJ, ESFP, ENFP
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Key Factors to Use in Navigation Design for
Missouri USA Market Segment
(1 distinct personality styles in this market) |
| Percentage of Visitor Population |
Key Factors to Use in Navigation Design |
| 100.00% |
· These people are extremely visually oriented
· They tend to live in the moment and live in the moment by avoiding hardship or pain
· They are persuaded by focusing their attention on immediate problems and how some action can lessen their problems
· The use of suggestions or promises of success will be ignored
Closest Myers-Briggs Types are ISFJ, ISFP, INFJ
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Key Factors to Use in Navigation Design for
New Hampshire USA Market Segment
(27 distinct personality styles in this market) |
| Percentage of Visitor Population |
Key Factors to Use in Navigation Design |
| 19.72% |
· These people are motivated by pictures or images rather than words
· They make a final decision based on future outcomes or returns
· They will only act when deeply convince that something will benefit themselves or those around them
· They tend to want to discuss things with themselves or others to conform decisions
Closest Myers-Briggs Types are INTJ, ENFP, ENFJ
|
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Key Factors to Use in Navigation Design for
New York USA Market Segment
(11 distinct personality styles in this market) |
| Percentage of Visitor Population |
Key Factors to Use in Navigation Design |
| 56.10% |
· These people are extremely visually oriented
· They tend to ignore or discard any information which isn't visually oriented
· They make decisions which focus their attention on the rewards and benefits which they believe they will have
· They largely ignore references to past or present gains/pleasures/advances, often refusing to make a decision if this is the only type of information presented
Closest Myers-Briggs Types are ISTJ, INTJ, INTP, ENTP
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Key Factors to Use in Navigation Design for
New York City, NY, USA Market Segment
(6 distinct personality styles in this market) |
| Percentage of Visitor Population |
Key Factors to Use in Navigation Design |
| 33.33% |
These people tend to base decisions on negative things that they've heard or felt
They tend to ignore positively framed explanations or experiences
They tend to base decisions on problems or difficulties they've experienced rather than successes
Attempts at convincing these people to do or act or believe something need to be framed in terms of "Remember when this didn't work/didn't happen"
Closest Myers-Briggs Types are ESFP, ISTP
|
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Key Factors to Use in Navigation Design for
Pennsylvania, USA Market Segment
(7 distinct personality styles in this market) |
| Percentage of Visitor Population |
Key Factors to Use in Navigation Design |
| 28.57% |
· These people tend to consider the plus side of things, are optimistic
· They are swayed by the positive attributes of an argument or explanation
· They largely ignore emotional appeals
· They don't base their decisions on past experiences
Closest Myers-Briggs Types are ISTP, INTJ, ESFP, ENFP
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Key Factors to Use in Navigation Design for
Texas USA Market Segment
(3 distinct personality styles in this market) |
| Percentage of Visitor Population |
Key Factors to Use in Navigation Design |
| 50.00% |
· These people are not impressed by "visuals"
· They will often talk things over with themselves when making decisions
· They will often weigh experience over past information when making a decision
· They base their final decisions on maintaining the status quo, and avoid extremes
Closest Myers-Briggs Types are INFJ, INTP, ESFJ
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Key Factors to Use in Navigation Design for
Virginia USA Market Segment
(1 distinct personality styles in this market) |
| Percentage of Visitor Population |
Key Factors to Use in Navigation Design |
| 100.00% |
· These people are extremely visually oriented
· They tend to live in the moment and live in the moment by avoiding hardship or pain
· They are persuaded by focusing their attention on immediate problems and how some action can lessen their problems
· The use of suggestions or promises of success will be ignored
Closest Myers-Briggs Types are ISFJ, ISFP, INFJ
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Key Factors to Use in Navigation Design for
Canada Market Segment
(20 distinct personality styles in this market) |
| Percentage of Visitor Population |
Key Factors to Use in Navigation Design |
| 12.15% |
· These people tend to consider the plus side of things, are optimistic
· They are swayed by the positive attributes of an argument or explanation
· They largely ignore emotional appeals
· They don't base their decisions on past experiences
Closest Myers-Briggs Types are ISTP, INTJ, ESFP, ENFP
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Key Factors to Use in Navigation Design for
British Columbia CA Market Segment
(6 distinct personality styles in this market) |
| Percentage of Visitor Population |
Key Factors to Use in Navigation Design |
| 25.00% |
· These people are motivated by pictures or images rather than words
· They make a final decision based on future outcomes or returns
· They will only act when deeply convince that something will benefit themselves or those around them
· They tend to want to discuss things with themselves or others to conform decisions
Closest Myers-Briggs Types are INTJ, ENFP, ENFJ
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Key Factors to Use in Navigation Design for
Maritime CA Market Segment
(9 distinct personality styles in this market) |
| Percentage of Visitor Population |
Key Factors to Use in Navigation Design |
| 26.19% |
· These people tend to consider the plus side of things, are optimistic
· They are swayed by the positive attributes of an argument or explanation
· They largely ignore emotional appeals
· They don't base their decisions on past experiences
Closest Myers-Briggs Types are ISTP, INTJ, ESFP, ENFP
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Key Factors to Use in Navigation Design for
Ontario CA Market Segment
(15 distinct personality styles in this market) |
| Percentage of Visitor Population |
Key Factors to Use in Navigation Design |
| 13.21% |
· These people base their decisions on avoiding pain or discomfort
· They are not influenced by references to past, present or future successes
· They tend to be loners who willingly avoid social situations
· They learn most rapidly if the lesson has a threat (real or imagined) of pain or discomfort
Closest Myers-Briggs Types are INTP
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Key Factors to Use in Navigation Design for
Germany Market Segment
(7 distinct personality styles in this market) |
| Percentage of Visitor Population |
Key Factors to Use in Navigation Design |
| 75.00% |
· These people are extremely visually oriented
· They tend to ignore or discard any information which isn't visually oriented
· They make decisions which focus their attention on the rewards and benefits which they believe they will have
· They largely ignore references to past or present gains/pleasures/advances, often refusing to make a decision if this is the only type of information presented
Closest Myers-Briggs Types are ISTJ, INTJ, INTP, ENTP
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Key Factors to Use in Navigation Design for
India Market Segment
(30 distinct personality styles in this market) |
| Percentage of Visitor Population |
Key Factors to Use in Navigation Design |
| 18.58% |
· These people are motivated by pictures or images rather than words
· They make a final decision based on future outcomes or returns
· They will only act when deeply convince that something will benefit themselves or those around them
· They tend to want to discuss things with themselves or others to conform decisions
Closest Myers-Briggs Types are INTJ, ENFP, ENFJ
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Key Factors to Use in Navigation Design for
Japan Market Segment
(6 distinct personality styles in this market) |
| Percentage of Visitor Population |
Key Factors to Use in Navigation Design |
| 30.77% |
· These people tend to consider the plus side of things, are optimistic
· They are swayed by the positive attributes of an argument or explanation
· They largely ignore emotional appeals
· They don't base their decisions on past experiences
Closest Myers-Briggs Types are ISTP, INTJ, ESFP, ENFP
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Key Factors to Use in Navigation Design for
New Zealand Market Segment
(4 distinct personality styles in this market) |
| Percentage of Visitor Population |
Key Factors to Use in Navigation Design |
| 30.00% |
· These people make emotional decisions
· They have a positive outlook on life and the future
· They often seek the counsel of others and are uncomfortable with negative arguments
· These people are strongly influenced by clearly defined future goals
Closest Myers-Briggs Types are ISTP, INTJ, ENFP, ENFJ
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Key Factors to Use in Navigation Design for
United Kingdom Market Segment
(1 distinct personality styles in this market) |
| Percentage of Visitor Population |
Key Factors to Use in Navigation Design |
| 100.00% |
· These people are extremely visually oriented
· They tend to ignore or discard any information which isn't visually oriented
· They make decisions which focus their attention on the rewards and benefits which they believe they will have
· They largely ignore references to past or present gains/pleasures/advances, often refusing to make a decision if this is the only type of information presented
Closest Myers-Briggs Types are ISTJ, INTJ, INTP, ENTP
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Key Factors to Use in Navigation Design for
Medical Market Segment
(33 distinct personality styles in this market) |
| Percentage of Visitor Population |
Key Factors to Use in Navigation Design |
| 9.89% |
· These people are motivated by pictures or images rather than words
· They make a final decision based on future outcomes or returns
· They will only act when deeply convince that something will benefit themselves or those around them
· They tend to want to discuss things with themselves or others to conform decisions
Closest Myers-Briggs Types are INTJ, ENFP, ENFJ
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Key Factors to Use in Navigation Design for
Food Service Market Segment
(12 distinct personality styles in this market) |
| Percentage of Visitor Population |
Key Factors to Use in Navigation Design |
| 25.00% |
· These people are not impressed by "visuals"
· They will often talk things over with themselves when making decisions
· They will often weigh experience over past information when making a decision
· They base their final decisions on maintaining the status quo, and avoid extremes
Closest Myers-Briggs Types are INFJ, INTP, ESFJ
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Key Factors to Use in Navigation Design for
Higher Ed Market Segment
(4 distinct personality styles in this market) |
| Percentage of Visitor Population |
Key Factors to Use in Navigation Design |
| 28.57% |
· These people tend to consider the plus side of things, are optimistic
· They are swayed by the positive attributes of an argument or explanation
· They largely ignore emotional appeals
· They don't base their decisions on past experiences
Closest Myers-Briggs Types are ISTP, INTJ, ESFP, ENFP
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Key Factors to Use in Navigation Design for
Duke University Market Segment
(4 distinct personality styles in this market) |
| Percentage of Visitor Population |
Key Factors to Use in Navigation Design |
| 28.57% |
· These people tend to consider the plus side of things, are optimistic
· They are swayed by the positive attributes of an argument or explanation
· They largely ignore emotional appeals
· They don't base their decisions on past experiences
Closest Myers-Briggs Types are ISTP, INTJ, ESFP, ENFP
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Key Factors to Use in Navigation Design for
7am-3pm ET Market Segment
(36 distinct personality styles in this market) |
| Percentage of Visitor Population |
Key Factors to Use in Navigation Design |
| 10.53% |
· These people are motivated by pictures or images rather than words
· They make a final decision based on future outcomes or returns
· They will only act when deeply convince that something will benefit themselves or those around them
· They tend to want to discuss things with themselves or others to conform decisions
Closest Myers-Briggs Types are INTJ, ENFP, ENFJ
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Key Factors to Use in Navigation Design for
3pm-11pm ET Market Segment
(26 distinct personality styles in this market) |
| Percentage of Visitor Population |
Key Factors to Use in Navigation Design |
| 10.30% |
· These people are motivated by pictures or images rather than words
· They make a final decision based on future outcomes or returns
· They will only act when deeply convince that something will benefit themselves or those around them
· They tend to want to discuss things with themselves or others to conform decisions
Closest Myers-Briggs Types are INTJ, ENFP, ENFJ
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Key Factors to Use in Navigation Design for
11pm-7am Market Segment
(20 distinct personality styles in this market) |
| Percentage of Visitor Population |
Key Factors to Use in Navigation Design |
| 10.29% |
· These people make emotional decisions
· They have a positive outlook on life and the future
· They often seek the counsel of others and are uncomfortable with negative arguments
· These people are strongly influenced by clearly defined future goals
Closest Myers-Briggs Types are ISTP, INTJ, ENFP, ENFJ
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Key Factors to Use in Navigation Design for
Male Segment
(21 distinct personality styles in this market) |
| Percentage of Visitor Population |
Key Factors to Use in Navigation Design |
| 18.55% |
· These people are strongly emotive and can become emotional during conversations
· They are more apt to make decisions when they're based on absolutes (right/wrong, good/bad)
· They tend to have a negative outlook on life and dwell on past failures
· They are very hands on
Closest Myers-Briggs Types are ISFP, ENFJ, ENTJ
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Key Factors to Use in Navigation Design for
Female Segment
(30 distinct personality styles in this market) |
| Percentage of Visitor Population |
Key Factors to Use in Navigation Design |
| 10.04% |
· These people are motivated by pictures or images rather than words
· They make a final decision based on future outcomes or returns
· They will only act when deeply convince that something will benefit themselves or those around them
· They tend to want to discuss things with themselves or others to conform decisions
Closest Myers-Briggs Types are INTJ, ENFP, ENFJ
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Key Factors to Use in Navigation Design for
19-34 year olds Market Segment
(28 distinct personality styles in this market) |
| Percentage of Visitor Population |
Key Factors to Use in Navigation Design |
| 15.68% |
· These people are motivated by pictures or images rather than words
· They make a final decision based on future outcomes or returns
· They will only act when deeply convince that something will benefit themselves or those around them
· They tend to want to discuss things with themselves or others to conform decisions
Closest Myers-Briggs Types are INTJ, ENFP, ENFJ
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Key Factors to Use in Navigation Design for
35-54 year olds Market Segment
(32 distinct personality styles in this market) |
| Percentage of Visitor Population |
Key Factors to Use in Navigation Design |
| 12.07% |
· These people base their decisions on avoiding pain or discomfort
· They are not influenced by references to past, present or future successes
· They tend to be loners who willingly avoid social situations
· They learn most rapidly if the lesson has a threat (real or imagined) of pain or discomfort
Closest Myers-Briggs Types are INTP
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Key Factors to Use in Navigation Design for
55+ year olds Market Segment
(10 distinct personality styles in this market) |
| Percentage of Visitor Population |
Key Factors to Use in Navigation Design |
| 36.94% |
· These people are extremely visually oriented
· They tend to ignore or discard any information which isn't visually oriented
· They make decisions which focus their attention on the rewards and benefits which they believe they will have
· They largely ignore references to past or present gains/pleasures/advances, often refusing to make a decision if this is the only type of information presented
Closest Myers-Briggs Types are ISTJ, INTJ, INTP, ENTP
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