Musical Insights - an effective methodology to capture similarity of personality traits

This article describes a method for classifying and segmenting people according to their liking for music, based on the idea that those with similar music preferences have similar emotional, personality and behavioural traits.

Musical Insights – an effective methodology to capture similarity of personality traits

Sanjay DattaITC Limited, India

Uttam SarkarIndian Institute of Management Calcutta, India


The penetration of information and communication technologies among the masses has its manifestation on emerging market research paradigms in several forms. These include: a) the strengthening of the supposition that customers can be co-creators rather than mere read-only mindsets for market researchers; b) the desire of people to inherently promote interactive collaboration by seeing its value-in-use; and c) surveyors' observations that meaningful respondent cooperation is on the decline in the absence of intrinsic incentives...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands