Exploring the links between music preference and personality

What We Did

When it comes to audience profiling, the media industry is still very focused on demographics and life stage targeting. In 2018, house51 partnered with Global to explore some innovative ways of expanding the toolkit. With the knowledge that thinking styles and personality vary considerably across the population, we set out to generate a representative psychological profile of the UK radio audience. Our ground-breaking research demonstrated how people openly advertise their personality via their music preferences. We showed that the psychological insights offered by people’s musical tastes can be leveraged by media owners and marketers to optimise content, scheduling and advertising for diverse audiences.


Psychological profiling

Survey research

What our client said

The cognitive diversity piece we ran with house51 really opened our eyes to fresh ways of profiling audiences.”

– Head of Insight Innovation