Brand16 develops strategies and communication grounded in unique psychometric personality data. Not from gut feeling or personal taste. But from measurable, scientifically validated insight into what genuinely moves people.
Steve Jobs was right: your customers cannot tell you what they truly want. Not because they are hiding it — but because it lives in the unconscious, where System 1 decides. He had no instrument to measure it. We do. Gerd Gigerenzer shows that intuitive processes are highly efficient strategies — especially under uncertainty. Those who can measure them gain a decisive advantage.
The NeuroIPS® Matrix reveals what lies beneath the data — 16 personality segments that show how people truly perceive, decide and act.
Whether customer segments, brand users, competitor comparisons or internal audiences — the Matrix gives every dataset a face and a personality.
Maximum resonance emerges when marketing and communication align with personality. People respond because they genuinely feel seen and understood.
Classical market research measures the conscious — what people say when asked. The unconscious, which according to Prof. Daniel Kahneman governs up to 95% of all perceptions and decisions (System 1), remains structurally invisible.
Das ViQ® – Visual Questionnaire macht das Unbewusste messbar. Neuroscientist Antonio Damasio has shown that decisions are prepared on an unconscious level before rational considerations even begin. In Kombination mit dem repräsentativen europäischen Onlinepanel entsteht die einzige Datenbasis dieser Art weltweit: implizite Persönlichkeitsdaten auf Panelebene.
"Our unique data foundation is built on the psychometrically enriched online access panel of our exclusive strategic partner Reppublika Research — one of the leading market research institutes for Germany, Austria and the CEE region, with panel coverage across 24 European countries."
The foundation. Brand and audience positioning based on the only psychometrically enriched European panel: 1.5 million panellists, 24 countries, measured with ViQ® – Visual Questionnaire. No competitor has access to this depth of data. Directly relevant for media agencies, FMCG, automotive, finance and pharma.
Audience analysis, segmentation and persona development grounded in implicit personality data. We deliver insights that classical sociodemographic research is structurally unable to provide.
Psychometric pre-testing of advertising materials, campaign motifs and product packaging before production. We measure how different personality types perceive your communication, before budgets are spent. Proven in FMCG and retail projects: demonstrated impact increases of 11% to 25% through optimised psychometric match.
Psychometrically developed audience profiles instead of sociodemographic personas. Neuro-Personas describe how audiences truly decide — not how they describe themselves. Proven in automotive and FMCG: individual communication profiles per segment, demonstrably +28% response with the same budget.
Communication strategy, brand positioning and employer value proposition developed on the basis of measurable personality profiles. For external audiences as well as internal communication, change management and talent development.
We translate psychometric insights into actionable, precise agency briefings — more concrete and targeted than classical creative briefs.
In selected projects, we develop complete campaigns together with handpicked partners — from psychometric strategy through to creative execution.
Psychometric pre/post measurement of communication measures and campaigns. We measure effectiveness, audience relevance and psychometric match score — broken down by personality segment. This closes the project cycle: from analysis through strategy to validated success measurement.
Precise audience intelligence measurably reduces scatter loss — existing budgets work significantly more efficiently and with greater precision.
Your agencies receive concrete, actionable psychometric guidelines. Neuro-Personas, Neurostyleguides, direct optimisation recommendations. No more guessing.
You understand your audiences more deeply than ever before. Media planning, campaigns and communication become transparently steerable and verifiable.
Psychometric profiling of newsletter subscribers for an energy brand, development of cluster-specific communication and advertising pretest based on NeuroIPS® types.
Stop guessing what
your audiences want.
Start knowing it.
The psychometric coordinate system
Brand16 enables scientifically grounded, data-based communication — for organisations and people who have stopped guessing.
Together with our senior specialists, we put into practice what we have researched, developed and tested over more than 17 years of our own experience.
Kevin Roberts' Lovemarks concept showed that people love brands. What he could not answer was why some people love a brand and others do not. Loyalty beyond reason does not arise by chance. It arises when a brand aligns with the personality of its audience. We make that plannable.
All psychometric analyses and strategic recommendations are grounded in the NeuroIPS® Framework and the implicit assessment ViQ® – Visual Questionnaire. Brand16 is a brand of Personality is Key GmbH & Co. KG, Berlin.
No lengthy form processes. We respond personally and concretely, within 24 hours.