New York, NY (PRWEB) June 19, 2014
JWT announced today the Personality Atlas, an original and exciting project that aims to restructure the world map by personality profiles, and examine the stereotypes and perceptions of 27 markets across the globe.
Led by JWTIntelligence and JWT SONAR™, the study reveals respondents’ perceptions of various countries, including their own, as well as their perceptions on the people, culture, government and brands/products from those countries. Based on the survey findings, the Personality Atlas features two new world maps based on the dominant personality profiles defining to each country: One map illustrates countries grouped by global stereotypes, and the other shows countries grouped by how respondents view their own country.
The Stereotype Map features new continents such as Funlandia—a continent comprising Brazil, Italy and Spain—defined as charismatic, fun, humorous and passionate. Others include Balancia, a balanced and democratic continent; Uniformany, most associated with a hardworking and orderly ethos; Chillville, associated with content, welcoming and polite people; and many more.
"It’s interesting to see just how stubborn global stereotypes can be,” Mark Truss, JWT’s Global Director of Brand Intelligence and one of the study’s authors notes. “While there has been an expectation that the global economy, media cycle and the Internet would make the world a smaller place, yielding a greater sense of our fellow world citizens, the survey results suggest otherwise.”
The study also unveils gaps in perception between how locals view their country and how the global population views it while offering ways multinational marketers can reconcile these gaps and handle stereotyping as they expand into new markets and strengthen their presence in others.
The survey also identifies a number of key takeaways included below:
JWTIntelligence and JWT SONAR™ conducted a quantitative survey across 27-markets and 6,075 adults (18+). Markets included in the study are Australia, Argentina, Brazil, Canada, China, Colombia, Czech Republic, Egypt, Finland, France, Germany, Hong Kong, India, Indonesia, Italy, Japan, Mexico, Pakistan, Russia, Saudi Arabia, Singapore, South Africa, South Korea, Spain, Thailand, United Kingdom, and United States.
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