NEW YORK — Mindset Media, an Internet ad-technology and market research company, has released a Mindset Profile of premium coffee drinkers, which the company generated from a recent study conducted using Nielsen's Online panel.
According to the study, the type of coffee a person drinks may have something to do with their personality.
Mindset Media revealed that people who purchase coffeehouse coffee everyday, such as Starbucks or Caribou, have a distinct Mindset Profile, or set of psychographic traits. The traits include:
- Openness 5: Openness 5s seek rich, varied and novel experiences, believing that imagination and intellectual curiosity contribute to a life well lived.
- Leadership 5: People who score high in leadership (Leadership 5s) have ideas and vision, and their style with others is both inclusive and decisive.
- Superiority 5: People who display high levels of superiority (Superiority 5s) think of themselves as extraordinary people, and also prefer to direct others than to be directed.
- Creativity 5: Creativity 5s (highly creative people) are inventive and imaginative. They are emotionally sensitive and intellectually curious.
