As long as there has been marketing and advertising we have tried to understand what motivates people to do something. What is new is the ability for this to be applied alongside artificial intelligence combined with micro-level demographic targeting. Or in other words, a capacity to target individuals in real-time.
Dr. Moore wrote a series of trial questions and presented them to over 300 whisky consumers in different locations around the world. From the answers given he developed an algorithm that he says determines the consumer's character and therefore their preferred whisky.
My stomach churned when I heard a course leader tell an aspiring young manager in his early thirties that he should abandon any aspirations of becoming a CEO because his "type" suggested he was likely to be far better suited to being a right-hand man lending support to business leaders instead.
Gone are the days of sending off a CV and then waiting for the telephone to ring with the offer of an interview. Employers are starting to utilise modern technology when it comes to interviewing potential employees...