Customer Personas and D.I.S.C
The DISC (D-I-S-C) technique is not only helpful for understanding how to communicate with customers, coworkers, colleagues, or family members but also enables us to know ourselves better. Understanding your own communication style and identifying the customer’s profile (whether they are D, I, S or C) greatly aids the sales process and helps tailor presentations accordingly.
This same concept applies in marketing when identifying customer personas. Recognizing that our preferred communication style may differ from our target audience allows us to adapt our marketing visuals, tone of voice and overall presentation on platforms such as websites or social media pages like Instagram and Facebook. Utilizing the DISC method can significantly improve your understanding of yourself and others while enhancing your professional skills in areas like sales and marketing. There are numerous places where you can take this test – even simple versions can be found online for use during class or while reading at home.
The Survey
Instructions for responding:
In the space provided below, you’ll find different behaviours relating to a specific situation. Your task is to rank these behaviours based on how well they represent you, from most to least characteristic. Start from the left and assign “4” points to the behaviour that best describes you in that situation. Then, assign “3” points to the next most characteristic behaviour, followed by “2” points for the next one, and finally, “1” point for the behaviour that least resembles you. Download the survey
EXAMPLE
3 Directing 4 Influencing 2 Steady 1 Cautious
| Dan | Iris | Shelia | Curtis | ||||
| Self-Certain | Optimistic | Deliberate | Restrained | ||||
| Adventurous | Enthusiastic | Predictable | Logical | ||||
| Decisive | Open | Patient | Analytical | ||||
| Fearless | Impulsive | Stabilizing | Precise | ||||
| Restless | Emotional | Protective | Doubting | ||||
| Competitive | Persuading | Accommodating | Curious | ||||
| Assertive | Talkative | Modest | Tactful | ||||
| Experimenting | Charming | Easy-Going | Consistent | ||||
| Forceful | Sensitive | Sincere | Perfectionists | ||||
| TOTAL | TOTAL | TOTAL | TOTAL | ||||
Counting and Graphing
First, sum up the numbers in each of the four columns. Write the total number for each column in the empty space labeled “TOTAL” at the bottom of the column. To ensure accuracy, add all the columns together. The sum of all four columns should equal 100.
Next, plot the numbers from the totals columns on the graph provided below. For instance, if the total number in the “D” column was 15, you would place the plotting point (dot) halfway between the 14 and the 16 on the graph for that dimension.
| D | I | S | C |
| 40
38 36 34 |
40
38 36 34 |
40
38 36 34 |
40
38 36 34 |
| 32
30 28 26 |
32
30 28 26 |
32
30 28 26 |
32
30 28 26 |
| 24
22 20 18 |
24
22 20 18 |
24
22 20 18 |
24
22 20 18 |
| 16
14 12 10 |
16
14 12 10 |
16
14 12 10 |
16
14 12 10 |
Afte