Nielsen announced Monday it will combine consumer personality profiles from Mindset Media with Nielsen Homescan consumer panel data.  The personality profiles will help consumer packaged goods (CPG) manufacturers and retailers identify specific personality traits that drive consumer purchasing behavior and brand affinity.
For example, the new data might inform a marketer of tooth whitening products that people who are considered “Carefulness 5” in Mindset Media parlance — those who avoid haste and impulse — are 56% more likely to purchase tooth whitening strips than other consumers.  The company could then use that data …