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Interesting to hear John Micklethwait the editor of the Economist on the BBC Today programme this morning talking about his readership.

He says that rather than thinking about them in terms of Income, Intelligence, etc. they have started thinking in a more psychometric way and asking “how curious they are”, and whether they would be interested in Australia. This opens up a whole new way of thinking about audiences.

Part of what we do is consider personas, and by adding these aspects into the mix you could end up asking better, more informative questions like; how connected are they; do they evangelise; will they scan or dig through my content?

This leads on to better ways of communicating and engaging as well and raises the question as to whether one should consider using NLP techniques when writing copy. Ensuring that there are trigger words aimed at eliciting responses in the different types of personality.