EQesque has discovered an article surrounding how making a morning beverage may not be as trivial a decision as people first think. According to new research from the Innsbruck University in Austria, there may be a correlation between taste preference and personality traits.
EQesque found this particularly interesting because of their belief in Emotional Intelligence. The firm also believe that evaluating this kind of behaviour and the links between personality and taste preferences mirrors similarities between how they learn about their customers.
The firm regularly researches into their customers’ needs and behaviours in order to target products to them in effective ways that increase interest in the product and drive sales.
The research paper from Innsbruck University suggests that those who enjoy bitter-tasting foods and beverages – such as beer, radishes and black coffee – may also exhibit sadistic and psychopathic tendencies.
500 people participated in the study, completing four surveys about their taste preferences and personality traits. Participants were first shown food and drink items that feel into one of four taste categories – bitter, sweet, salty and sour – and were asked to rate them on how much they liked them using a 6 point scale.
The researchers were able to determine an “average aggression score” for participants by asking how much they identified with a series of scenarios in which aggression or force was used. The participants also filled out a 10 point inventory in order to determine which of the big 5 personality traits – openness to experience, conscientiousness, extraversion, agreeableness and neuroticism – fit them best.
EQesque noted that the study revealed that when it came to sadistic and psychopathic personality traits bitter taste preferences was the strongest and only significant predictor. Additionally sweet taste preferences and agreeableness were significantly positively correlated.
However, EQesque have also noted that drinking black coffee is actually a great way to start the day and to stay hydrated and refreshed, because it’s mostly made up of water. EQesque believes that, while the research makes an interesting correlation between personality and taste, people’s taste preferences depend on the moment so this does not necessarily mean that every person who drinks black coffee has a dark personality.
EQesque are believers in Emotional Intelligence, which is the capacity to be aware of, control, and express one’s emotions, and to handle interpersonal relationships sensibly and empathetically.
EQesque believes that this emotion affects personal preference. The firm points out that sometimes our emotions can determine our choices for example what we eat and drink and therefore believe that our tastes often depend on our emotional state. This supports the evidence that preferences depend on the moment and black coffee drinkers do not necessarily have a dark personality.
EQesque is an outsourced sales and marketing firm based in East Croydon. The firm strongly believe in Emotional Intelligence and used this to create their business model of developing unique marketing campaigns on behalf of their clients’ brands.
The campaigns are taken directly to consumers in order to forge long-lasting and personal business connections between brand and consumer. This often leads to increased customer acquisition, brand awareness and brand loyalty for their clients’ brands.
