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Ed Weatherall #ogilvychange lab dayTRANSCRIPT
The Big Five
OpennessHow open to new
experiences, artistic interests,
abstract thought
Closed: 31%
Open: 69%
The Big Five
ConscientiousnessHow organised, diligent,
competent, dutiful,
achievement striving
Unconscientious: 47%
Conscientious: 53%
The Big Five
ExtraversionHow outgoing, gregarious,
high activity, positive emotion
from high activity
Introverts: 40%
Extravert: 60%
The Big Five
AgreeablenessHow ‘warm’, tender minded,
sentimental, trusting, modest
and to some extent friendly
Disagreeable: 45%
Agreeable: 55%
The Big Five
NeuroticismHow anxious, tendency
towards depressive thought,
vulnerability, even hostility is
predicted by this
Emotionally stable: 35%
Neurotic: 65%
Ogilvy Lab Day Attendees
busy people, with short attention spans
who like things to be dramatic and
emotional
Prone to
abstract
thought and
extremely
open to new
experiences
They find the miracle
of childbirth pretty
amazing.
Sales People
They don't like being on
their own, won't just sit
back and listen.
Likely to go running
after an argument.
Account Managers
Practical thinkers and good
listeners. They're
comfortable in social
situations, but are happy to
be on their own.
At a party, they're
the ones telling
the jokes.
Client Marketers
Logical thinkers who like to
take the driving seat.
If something breaks,
they go to find the
instructions.
Planners
Practical thinkers who enjoy
their own company.
Likely to turn up
late, and get angry
when things don't go
their way.
Creatives
Abstract thinkers who feel
inspired when they're alone.
Girls drink pints
and boys wear
makeup
In evolutionary terms, we began as physical organisms, single cell creatures
responding to simple stimuli. At this point we were purely physical.
The Evolution of The New Me
…and zooming through evolution a few billion years we arrived at
an aware and feeling being
The Evolution of The New Me
…and more recently, another part of us has
appeared – our digital me
The Evolution of The New Me
In the last 12 months, we have seen an explosion of new technologies linking the physical
and digital self – Quantified Self.
Clever devices designed to process physical data
The Evolution of The New Me
VisualDNA is a technology that connects our digital
being with our emotional self.
The Evolution of The New Me
We enable connections for a more complete relationship between all aspects of ourselves with
the potential of making the digital world more real and a more complete representation of our
true self.
The Evolution of The New Me
Edward WeatherallClient Director
T: 020 7749 0219 / M: 0771 509 1536
@edweatherall