Emily Dyess

Marketing Manager, MotiveMetrics

Recent Posts


New data challenges marketers’ assumptions about their followers' personality traits

We recently conducted a survey of more than 125 marketers (31 percent CMOs), asking how they would characterize the personality of their company’s Twitter following. The findings demonstrate that most marketers are not able to accurately identify the key personality traits that trigger purchase decisions. While more than half (62 percent) of respondents indicated their following was susceptible to discount offers, MotiveMetrics data shows that only 12 percent respond to discount offers. In fact, 79 percent of the followers were coupon-averse meaning at best they aren’t swayed by a coupon and at worst are turned off by products that are marketed with a coupon.


Posted by Emily Dyess on Jun 30, 2015


Motivation Analysis: The Key to Making Splash Pages that Convert

The brain can process an image in 13 milliseconds—a rate of about 75 frames per second. This means from the moment the user hits your page they are forming impressions about your brand, products or service offerings. Today, most blog posts will offer a few universal strategies for creating splash pages that convert; feature real people, use benefit statements, write pithy headlines, keep important elements above the fold.

The problem with treating strategies as universal is that each audience engages with design and content in a unique way. As a result, there’s no such thing as a universal design that will always offer high conversions. The only data-driven way to create a high converting splash page is to understand the variables associated with the desired behavior (e.g. time on page, engagement, click-thru and conversions etc). Motivation Analysis is a new approach that leverages psychology to accurately measure the variables associated with behavior. Marketers can now collect accurate data about what drives an audience to engage and convert when visiting your splash page.


Posted by Emily Dyess on Oct 8, 2014

psychology motivations Psychology and Design Motivation Analysis


Why Scarcity Marketing Doesn’t Work for Every Brand

Psychology provides marketers with a tremendous amount of research and knowledge about effectively engaging customers. In fact, a lot of commonly used marketing techniques are deeply rooted in psychological functions (e.g. social proof, scarcity, anchor pricing etc.) In order to use these techniques most effectively, it’s critical to understand the psychological differences between target audiences. Psychological traits, enduring patterns of behavior, provide the context needed to understand how techniques like scarcity marketing would impact engagement for a particular audience.


Posted by Emily Dyess on Sep 17, 2014

Psychology and Marketing psychology psychological traits

Psychology of Movies

Infographic: The Psychology of Movie Tastes and Preferences

According to a recent article in the Journal of Personality, Listening, Watching and Reading, Americans devote over 38 hours per week, or 55% of the time they are awake, to watching TV and movies. Both film buffs and occasional viewers can agree that movies are a huge part of peoples’ everyday lives. This leaves the unanswered question of “what are we going to watch?” on many viewers' minds. Often, the age old debate of chick-flick or action-thriller immediately arises and a couple or group of people are suddenly divided. So, what causes this division? Recent studies have confirmed psychological traits are linked to individual characteristics, values and preferences. At TipTap Lab, we wanted to understand how psychological traits were predictive of the types of movies individuals watch, and how this can be used to better predict movie-going behavior.


Posted by Emily Dyess on Dec 11, 2013

personality psychology psychology traits


Carson Sandy joins the TipTap Lab Team!

At TipTap Lab, we love what we do and we love who we do it with. For this reason, we get really excited when a new member joins our team. This past weekend, we welcomed Carson Sandy to Boston as she visited the city for the first time.


Posted by Emily Dyess on May 14, 2013

personality psychology Traits and Scales Psychology and Marketing

Recent Posts


Follow Us