1. Openness

People who like to learn new things and enjoy new experiences usually score high in openness. Openness includes traits such as being insightful and imaginative, and having a wide variety of interests.

2. Conscientiousness

People with a high degree of conscientiousness are reliable and punctual. Traits include being organised, methodical, and thorough.

3. Extraversion

Extraversion traits include being energetic, talkative, and assertive (sometimes seen as outspoken by Introverts). Extraverts get their energy and drive from others, while introverts are self-driven and derive their drive from within.

4. Agreeableness

As it may sound, these individuals are warm, friendly, compassionate, and cooperative, and their traits include kindness, affection, and sympathy. In contrast, people with lower levels of agreeableness may be more distant.

5. Neuroticism

Neuroticism or Emotional Stability relates to the degree of negative emotions. People who score high on neuroticism often experience emotional instability and negative emotions. Characteristics typically include moodiness and tension.

Some recommended reading on the subject of Personality testing and the OCEAN Big Five: check out Wikipedia.

There are also numerous personality trait tests you can do online, which are fun and informative. (E.g. The Big Five Project.)

How the OCEAN Big Five personality types are used today

In the workplace, many organisations use OCEAN-based assessments to guide hiring decisions, evaluate cultural fit, and build balanced teams. For instance, a team heavily weighted toward high Conscientiousness and low Openness may excel at execution but struggle with innovation, while a group with diverse profiles can balance creativity, efficiency, and interpersonal harmony. Some companies even share personality summaries with employees, offering guidance on how to communicate more effectively across different personality dimensions.

In marketing and customer insights, the OCEAN model has gained remarkable traction. Beyond demographics such as age and income, psychometric profiling and psychographics help brands understand why people make decisions. For example:

• Highly open consumers may be drawn to innovative products and bold campaigns.
• Those high in conscientiousness may respond best to messages highlighting reliability, security, and trust.
• High extraversion audiences may be engaged through social, interactive, or experiential marketing.
• Agreeable individuals might prefer community-driven or altruistic brand messaging.
• Consumers with higher levels of neuroticism may respond to cues of reassurance, safety, or stability.

Marketers increasingly combine OCEAN insights with digital targeting tools, creating personality-based audience segments and tailoring content to align with psychological drivers. This approach goes beyond simply knowing who the customer is to understanding how they think and feel.

As a result, the OCEAN model is no longer confined to psychology textbooks—it’s an everyday tool shaping hiring decisions, team dynamics, and the very strategies brands use to connect with people on a deeper, more human level.

Contact us for more information about our consumer research surveys and how they can help you.