To learn from music is one of the aspects of Music Thinking. Here are some learnings that could be used as input for some methods I am using for Brand development and Service Design like Persona Creation, or working with The Company Real Score. So with your next persona creation or service design project you maybe would like to ask your audience what kind (or maybe a combination) of music they prefer. This could help to understand your target group better.
Knowing whether a person prefers John Coltrane to Madonna, Dolly Parton to DJ Avicii, or Wagner to Prince allows for remarkably accurate personality predictions.
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According to a study with 36.000 participants all over the world (conducted by Professor Adrin North of Heriot -Watt University, Edinburgh) there is a clear correlation between the musical taste of a person and their personality.
People could make accurate judgments about an individual’s levels of extraversion, creativity and open-mindedness after listening to ten of their favorite songs. Extraverts tend to seek out songs with heavy bass lines, while those who enjoy more complex styles such as jazz and classical music tend to be more creative and have higher IQ-scores.
Blues fans
have high self-esteem, are creative, outgoing, gentle, and at ease
Jazz fans
have high self-esteem, are creative, outgoing, and at ease
Classical music fans
have high self-esteem, are creative, introverts, and at ease
Rap fans
have high self-esteem and are outgoing
Opera fans
have high self-esteem, are creative, and gentle
Country and western fans
are hardworking and outgoing
Reggae fans
have high self-esteem, are creative, not hardworking, outgoing, gentle, and at ease
Dance fans
are creative and outgoing but not gentle
Indie fans
have low self-esteem, are creative, not hard working, and not gentle
Bollywood fans
are creative and outgoing
Rock/heavy metal fans
have low self-esteem, are creative, not hard-working, not outgoing, gentle, and at ease
Chart pop fans
have high self-esteem, are hardworking, outgoing, and gentle, but are not creative and not at ease
Soul fans
have high self-esteem, are creative, outgoing, gentle, and at ease
What happens if you like all kinds of music?
This is a good question for the researchers. But I think it is never a ‘all’. There will always be some patterns of choice and behaviour (not only in music taste) that can be used to describe a personality. It just makes it a little more complicated.
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Here is the link to the original paper:
The American Journal of Psychology,
Vol. 123, No. 2 (Summer 2010), pp. 199-208
http://www.jstor.org/discover/10.5406/amerjpsyc.123.2.0199?uid=3739256&uid=2&uid=4&sid=21103597363317
Also interesting in this context:
What The Music You Love Says About You And How It Can Improve Your Life
http://time.com/16129/what-the-music-you-love-says-about-you-and-how-it-can-improve-your-life/
Here is an online test I just came across. After asking a few questions you can see ‘your score’, interesting!
What does your taste in music say about your personality? Find out with this quiz! This psychology test will tell you how other people see you based on what types of music you listen to. Results are instant, free, and anonymous. http://www.outofservice.com/music-personality-test/
Here is my result:
http://www.outofservice.com/music-personality-test/results/?complex=91.73&edgy=63.85&fun=25.25&energetic=35.15&feedback=0468a25a6bb943ee
have fun!
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