In 2016 DISCvision started to explore the possibility of combining DISC-insights in human behaviour and communication preferences with market research questions. Prevalent research outcomes are more or less reliable descriptions of past behaviour. As market research needed to focus more on unknown future decisions, neuro-marketing research was introduced. The use of MRI-scans to explore the brain in action while watching adverts is not a method for large scale use. So DISCvision set off to develop a market research model that adds DISC-lifestyle profiles to the ordinary questionnaires.

Almost 100 years ago DISC was developed by William Marston and described in ‘Emotions of normal people’ in 1928. In 1921 Carl Jung published his famous ‘Psychological types’ (1921). The DISC model is one of the many psychological models that try to describe and predict human behaviour. The DISC-model is continuously validated. More than 60 million profiles have been made with the PeopleKeys version of the DISC-model. This model is widely used in selection procedures and the training of teams. We selected DISC (PeopleKeys) to be our reference model because we focus on behaviour and communication instead of improving personal skills (DISCovery Insights).

 

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Waarom is wie op welke manier als de consument, burger en werknemer te beraken? De ‘DISC marketing leefstijl segmentatie’ is een uitbreiding op de DISC ‘werknemer profielen‘. De DISC marketing leefstijl profielen worden via DISC-light bepaald en worden gekoppeld aan de 8 leefstijlen van consumenten die voor de marktonderzoek toepassing worden onderscheiden.