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The Unspoken Truth

The study of words. The science of response.

Emily Dyess

Marketing Manager, MotiveMetrics
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Recent Posts

Q+A

What Marketers Should Know About the Nonconscious Webinar: Q + A

We've compiled the top five questions via email or twitter, and had our VP of Research, Kyle Thomas, respond. Still have more questions? Feel free to reach out feedback@tiptap.com. 

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Posted by Emily Dyess on Apr 22, 2013

personality psychology Nonconscious Motivations Research Traits and Scales Data Collection

BrandPersonality

Brand Personality for Small Businesses

It takes a certain set of personality traits to be an entrepreneur. There are many words I could use to describe an entrepreneur, (adventurous, risk-taking, innovative, problem-solver) but it’s safe to say “boring” isn’t one of them. The do-ers and the makers of the world, who truly believe they have what it takes to overcome the competition, possess a unique set of motivations. It is these motivations that make their desire to own both the success and the failure, that set these individuals apart. But, what are the necessary tools for a small business owner to create a personalized experience? The psychological traits and truly unique motivations of shop owners can be identified and harnessed in order to amplify the success of these small businesses. 

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Posted by Emily Dyess on Mar 27, 2013

Small Businesses Nonconscious Motivations Research Traits and Scales Psychology and Marketing Brand Personality Research Methods

TV

How Psychological Traits Predict Your TV Viewing Habits [INFOGRAPHIC]

Americans LOVE television. According to Nielson, the average American spends 34 hours per week watching TV and over nine hours watching commercials.While traditional demographics provide basic information about viewers, we wanted to understand what role psychological traits have in viewing habits of NBC shows. Our research team found that three personality traits (agreeableness, openness, and conscientiousness), were between 1-10x more predictive of behavior than demographics. This is the first study of its kind to analyze psychological traits as a motivating factor for television viewing preferences. 

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Posted by Emily Dyess on Mar 25, 2013

Consumer Behavior Nonconscious Motivations Research Traits and Scales Psychology and Marketing Advertising and Psychology Brand Personality

GodMadeAFarmer

Effective Advertising: Did "God Made a Farmer" Alienate or Resonate?

As a marketer, watching the Superbowl has always been about the advertisements. After working at TipTap Lab, I’ve started watching ads in a whole new way. While the shock or comedic value are always entertaining, this year I wanted to try to understand which ad would stand the test of time in order to have a truly valuable ROl. While it's far too early to make that call, “God Made A Farmer” demonstrated a clear understanding of the psychology behind the emotional evaluation process and used this valuable tool to target customer segments and draw on consumers’ true motivations to connect with their audience. Here are a few examples of how Dodge Ram created success this year. 

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Posted by Emily Dyess on Feb 5, 2013

product Customer Segmentation target audience Nonconscious Motivations Research Psychology and Marketing Advertising and Psychology Brand Personality Research Methods

Beer

Brand Affinity and Beer: Identifying with your Customers

Marketers are tasked with capturing the hearts of consumers in order to create loyal customers. One effective way to do this is leveraging brand affinity through self-identification, in other words, identifying your brand with qualities your current and potential customers strongly relate to. This method can be extremely powerful as long as brands are able to accurately idenfity with their customers. 

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Posted by Emily Dyess on Dec 17, 2012

Consumer Behavior Traits and Scales Psychology and Marketing Brand Personality

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