In this example the behavioural science team uncovered and used two predictive insights. First, Identity (why a person would feel connection to your cause). In this case we looked at people’s identity as parents. Second, Personality (character traits shaping our view of the world). The trait used here was conscientiousness, usually found among conservatives.
Our test ad found and spoke to that identity and personality trait (right). We looked at results compared against the organization’s control ad (left).
