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The Psychometrics Centre

Cambridge Judge Business School

Studying at Cambridge


PreferenceTool: Personality Insights and Targeting

PreferenceTool enables marketers to significantly improve targeting and reduce the cost of marketing campaigns. It is used by leading online marketing agencies and is proved to have increased campaign effectiveness by up to 140%. You can check it out at 

using the following credentials:

  • user: demo
  • password: demo

To get full access contact us. We can grant free access to academic researchers - let us know if you are one.

PreferenceTool is the product of years of research and data collection. It relies on cutting-edge methodology, well established personality theories, and the largest database ever collected that combines both individual preferences and personality. We have already gathered over 6 million detailed profiles and we add thousands every day. 

PreferenceTool allows you to:

  1. Increase your CTR. PreferenceTool helps you to find those who are most likely to buy your stuff or click on your advert.
  2. Increase your Conversion Rate - target the right people. It will help you to build target groups based on people's personality, IQ, happiness, and more. Aim your campaign at those who fit your consumer's profile. 
  3. Adjust your message. PreferenceTool allows you to split your target groups by personality, IQ, happiness, and more. Adjust your message to fit the receiver's profile.
  4. Learn about the people that connect with your brand or product. Check their psycho-demographic profile and use it to enhance your targeting and shape the message.
  5. Check out who connects with your competition. You can find out about others brands as well as your own.
  6. Expand your keyword lists. Use PreferenceTool to generate long lists of keywords, enabling you to reach the perfect audience.