The easiest way to experience what we do and what it means to understand the deep-seated drivers of your audience, through empathy, is by browsing our sample Target Audience Analysis for Tesla 3 buyers.

You can browse it here, page by page: Tesla 3 - Target Audience Analysis

I want to focus on few of the most striking contrasts between their Most and their Least satisfied Personas.

What surprised me the most was the Personality traits expressed by the 2 Personas.

Let’s take a look at their Most Satisfied Persona

Their personality pattern resembles the most the Hypomanic Profile. They have high Openness and Conscientiousness, balanced Extraversion and Agreeableness, and low Neuroticism.  What does all this mean?

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People with this profile tend to be driven, impulsive, and intrusive, with mercurial moods that can shift from cheerful to moody. They may also exhibit inflated self-esteem, grandiosity, and hyper-sexuality.

The hypomanic personality profile is characterized by periods of high energy, euphoria, and disinhibited behavior. Do you know people like this?

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I looked for characters from the contemporary pop culture, and I came up with 3 examples, hoping that you are familiar with at least one of them:

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1. Tony Stark/Iron Man (Marvel Cinematic Universe) - Tony Stark often displays hypomanic traits, such as high energy, impulsivity, inflated self-esteem, and a reduced need for sleep. He is driven, ambitious, and prone to taking risks.

2. Lorelai Gilmore ("Gilmore Girls") - Lorelai exhibits high energy, talkativeness, and a tendency to engage in risky behaviors, such as reckless spending. She is impulsive, socially buoyant, and often in a state of heightened mood, which can quickly shift to irritability.

3. Phoebe Buffay ("Friends") - Phoebe demonstrates mercurial moods, shifting from cheerful and eccentric to irritable and agitated. She exhibits unusual behaviors, increased talkativeness, and a unique perspective on social norms, which can be seen as disinhibited behavior.

If you are smiling now, thinking “well, I know a few people like this in my immediate social circle!” then I’m really happy for you, you experienced empathy in its purest form.

What about the least satisfied Persona?

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Their personality pattern is the Negativistic personality profile - characterized by passive-aggressive attitudes and resistance to demands in various social and occupational contexts. This pattern of behavior often involves procrastination, intentional inefficiency, stubbornness, and criticism of authority figures.

Those with this profile tend to have pessimistic and negative attitudes, and they may feel unappreciated, misunderstood, and resentful toward those they perceive as more fortunate. Again, at this point you probably think “well, we can all see why these people are the most vocal about their issues.” And you’d be right.

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In a more playful note, here are 3 examples of contemporary culture characters with similar traits:

1. Dwight Schrute from "The Office" - Known for his passive-aggressive behavior, resistance to authority, and stubbornness.

He often procrastinates and intentionally works slowly, exhibiting a negativistic attitude toward tasks he disagrees with.

2. Tywin Lannister from "Game of Thrones" - Displays passive-aggressive tendencies, especially toward his son Tyrion, whom he constantly criticizes and undermines. He is resistant to change and new ideas, showing a strong negativistic attitude.

3. Montgomery Burns from "The Simpsons" - Mr. Burns often resists demands and expectations, exhibiting passive-aggressive behavior. He is critical of others, particularly his employees, and has a pessimistic and cynical outlook, which are traits associated with negativism.

Keep in mind that these 2 personality patterns are not that common: cca. ~3% of the population for the Negativistic profile and ~2% for the Hypomanic Profile.

And while so, they represent the most satisfied and respectively unsatisfied Tesla 3 clients.

Just as a quick note: there are 16m people in the US with these personality profiles, while there are only 800k Tesla 3 sold. 20 times more people in the US with these profiles than Tesla 3 sold worldwide.

What’s the point to all of this? You can see how a product can resonate (positively and negatively) with a certain pattern of personalities that don’t fit the profiles we commonly encounter. Trying to interact with them assuming they are just like everybody else will lead to misunderstandings and frustration.

We believe there is a more effective approach to managing expectations and attracting our desired customer profiles. By understanding their personalities, we can tailor our interactions to match. This strategy will help us build better relationships and ultimately achieve better results.

Looking to understand your audience better? Drop us a line!