Inside the mind of the IT buyerApplying Myers-Briggs

to the tech market

What we did...We asked just under 1,000 IT professionals in the US, UK, France and Germany a series of questions designed to elicit their Myers-Briggs profiles

We wanted to see whether some profiles were more dominant than others and how they differ from country to country

And we were interested in how the results could help us create more powerful messages for our clients

Myers-BriggsMyers-Briggs divides people into 4 groups with 4 personalities in each group

Thousands of people take these tests every year – and have done so for 50 years

These personalities tell us how people think, how they make decisions, how they like to be communicated with and how they view innovation

Groups and typesOpportunists (SP)

Skilled ‘real world’ tacticiansGenerally optimisticLove innovationImpulsive – excite me!Interested in ‘here and now’Like to be challengedDislike theoryLike colourful language

Controllers (SJ)Skilled logisticians Careful traditionalistsOrganised, stable, sensiblePessimistic about futureDutiful towards othersSeek security, hate changeLike concrete tangibles Suspicious of technology

Peacemakers (NF)Skilled diplomatsIntuitive idealistsCommunity-drivenCling to beliefs, all or nothingPassionate, emotionalCreative, imaginativeLike theory and possibilitiesFuture-oriented

Strategists (NT)Skilled strategicallyRational dreamersLove new theoriesDetached, contemplativeExperimental, scepticsAnalytical, theoreticalKnowledge-seekingIngenious, inventive

Publicist (ESTP)Craftsman (ISTP)Charmer (ESFP)Assembler (ISFP)

Supervisor (ESTJ)Auditor (ISTJ)Enabler (ESFJ)Protector (ISFJ)

Influencer (ENFJ)Mentor (INFJ)Storyteller (ENFP)Healer (INFP)

Leader (ENTJ)Planner (INTJ)Inventor (ENTP)Architect (INTP)

To decode the 4 letter codes, see http://www.personalitypathways.com/type_inventory.html

No even splitThe 16 personalities do not neatly divide across the general population

In the US, the largest single personality (ESTJ) accounts for 15% of all people

The lowest (INFJ) represents just 2%

Across the USIn the population as a whole some groups are bigger than others

43%23%

ESTJ

ISTJ

ESFJ

ISFJ

ESTPISTP

ESFP

ISFP

ENFJINFJ

ENFP

INFP ENTJ INTJENTP INTP

18% 16%

How do IT pros compare?

US pop.US pop.

US IT prosNothing like the average

39%28%

ESTJ

ISTJ

ESFJ ISFJ

ESTP

ISTP

ESFP ISFP

INFJ ENFPINFP

ENTJ INTJ ENTP

INTP10%

23%

US pop.

US pop.

US pop.

US pop.

US pop.

US pop.

US pop.

US pop.

US pop.

US pop.

US pop.US pop.

US pop.US pop.

ENFJ

This sure ain’t Kansas anymore

What did we learn?

In the US, 3 key personality types account for 59% of all IT professionals surveyed

In mid-market companies, 1 type alone accounts for 38% of IT professionals

Small businesses have a far more strategic outlookthan many would expect

85% of IT professionals will naturally disbelieve anything you tell them

What should you do about it?

Focus on evolution not revolution – show where new products come from, how they extend from current ‘knowns’

Focus on long-term consistent messaging over short bursts of activity

Always have precise evidence to back your claims – don’t be vague or ambiguous – avoid hype

Show the steps involved in your solution, focus on practical implementation over theoretical possibility

Build a loyalty component into your customer relationships and be very loyal to your customers

New worldvs old world

The US and Europe are very different

The top personality type in the US accounts for just 5% of European IT professionals surveyed

Company size is far less significant than in the US but nationality creates radical variations of type

France and Germany are absolute polar opposites – the UK treads a middle line

These results pose serious questions for those running global marketing campaigns

UK IT prosThe most balanced picture

16%30%ESTJ

ISTJ ISFJ

ESTP

ISTP

ESFP ISFPINFJ INFP

ENTJ

INTJENTP INTP

20% 35%ENFJ

ESFJ ENFP

What should you do about it?

Focus on balancing the long-term big picture with short-term practical benefits

Use analytical frameworks that balance theory with the tangible results of applying that theory

Don’t focus on rigid route maps to success, highlight flexibility of approach and solution

The human effects of change will be of limited interest

Maintain regular communication, UK IT professionals are prone to constantly reassessing solutions

12%

French IT prosStrategists dominate

8%30% ESTJ

ISTJESFJ ISFJ

ESTP

ISTP

ESFP

ISFP

ENFJINFJ

ENFP

INFP

ENTJ

INTJ ENTP

INTP

50%

What should you do about it?

Focus on theory over application – 80:20

Build strong rational arguments but acknowledge there is never just one, single solution

Deliver thorough analysis and impeccable logic

Focus on models rather than rules – maintain flexibility

Don’t be afraid to speculate about the future but show how that future stems from present theories

Highlight the big picture over detail

5%

German IT prosOpportunists rule

11%50%ESTJ ISTJ

ESFJ

ESTP

ISTP

ESFP ISFP

INFJENFP INFP

ENTJ INTJENTP INTP

16%ISFJ

ENFJ

What should you do about it?

Focus on application over theory – 80:20

Highlight the immediate and short-term benefits – let the here and now dominate

Make it real with who, what, why, where, when etc – provide tangible evidence to back up claims

Demonstrate specific actions that can be taken quickly

Where theory is required, demonstrate the real world impact

Look to overcome short attention spans, cut to the chase and don’t waste their time

Words of cautionThese are the top line results of the study – the profiles it led to cover 60 different elements of personality

The sample size is not enormous – just under 1,000

The study does not have the accuracy of the full MBTI™ test – which asks 10 times the number of questions (although ours generated comparable results to other Myers-Briggs tests we compared it to)

The approach appears to work when applied to specific job roles(eg IT), it does not work for more generalised business and management roles as those people tend to come from a wide range of personalities

We hope you found it interesting

A bit about usIn the office, in the home and on the road, technology is changing the world. At Banner, we help the world's leading technology companies accelerate the adoption of their ideas, products and services. We build brands. We generate demand. And we create sales momentum. So whether online, offline or in person, we can help you succeed faster and further.

Discover more at www.b1.com and on our blog at www.b1blog.com