Inc. Magazine warned in 2016, "ready or not, companies will soon be tracking your emotions." Most Facebook users already knows this. Also in 2016, the social networking site expanded several reaction buttons beyond its (in)famous "Like" button to cover several emotions (e.g., "Love," "Haha," "Wow," "Sad," "Angry"):
Maybe you have used these reaction buttons. Companies do this because effective marketing appeals to emotions instead of reason.
Now, a popular cruise line has taken things a step further. Cruise Critic, a popular travel site, announced:
"... Royal Caribbean has teamed up with CPP-The Myers-Briggs Company to launch a quiz that offers cruise recommendations based on your personality type. The assessment tool, found on MyAdventurePersonality.com, asks users 13 questions as they pertain to personal behavior and preferences... Once the results are calculated, users will be designated a travel personality type, such as Expert Adventure Planner, Laidback Wanderer and Spontaneous Sightseer. They also will receive an itinerary recommendation best suited for their type, with planning tips."
What is the Myers'Briggs assessment tool? The Myers-Briggs Foundation site explains:
"The purpose of the Myers-Briggs Type Indicator® (MBTI®) personality inventory is to make the theory of psychological types described by C. G. Jung understandable and useful in people's lives. The essence of the theory is that much seemingly random variation in the behavior is actually quite orderly and consistent, being due to basic differences in the ways individuals prefer to use their perception and judgment... In developing the Myers-Briggs Type Indicator [instrument], the aim of Isabel Briggs Myers, and her mother, Katharine Briggs, was to make the insights of type theory accessible to individuals and groups... The identification of basic preferences of each of the four dichotomies specified or implicit in Jung's theory. The identification and description of the 16 distinctive personality types that result from the interactions among the preferences."
Indeed, this assessment tool became very accessible. The Seattle Times reported in 2013:
"Chances are you’ve taken the Myers-Briggs Type Indicator (MBTI), or will. Roughly 2 million people a year do. It has become the gold standard of psychological assessments, used in businesses, government agencies and educational institutions... More than 10,000 companies, 2,500 colleges and universities and 200 government agencies in the United States use the test... It’s estimated that 50 million people have taken the Myers-Briggs personality test since the Educational Testing Service first added the research to its portfolio in 1962... Organizations administer the MBTI assessment to employees in one of two ways. They either pay for someone in their human-resources department to become certified, then pay the materials costs each time employees take the test. Or, they contract with certified, independent training consultants or leadership coaches."
The travel quiz uses different and fewer (13 versus ~ 88) forced-choice questions than the MBTI. Plus, the travel quiz categorizes consumers into four travel personality types (versus 16 types by the MBTI). And, the MBTI tool is administered by certified professionals in an ethical manner. So, consumers shouldn't assume that the travel quiz is as rigorous as the MBTI. Admittedly, MyAdventurePersonality may add more questions and/or types in the future.
The MyAdventurePersonality site may be a marketing gimmick to attract new customers and/or better target e-mail marketing campaigns to current and prospective cruise travelers.
Me? After 28 cruise ship vacations (with many on Royal Caribbean ships) to many areas of the planet, I know my travel needs and preferences very well. So, I doubt the quiz will tell me something I don't already know.
What do you think? Should companies uses these types of quizzes?