Humans are decision making creatures. ​Decision making happens at the cognitive level. ​As we develop, our experience of the world around us melds our cognitive decision-making processes.​ Once formed, our decision-making processes are enduring and predictable. Our decision-making processes drive how we make purchase decisions. ​

If we can understand how a customer thinks cognitively, how they take in and process information, we can personalize communication to align with their purchase decision-making processes. ​


Everyone has unique decision-making processes, but individuals can be clustered according to similarities in their processes. ​

Members of an occupation share very similar decision-making processes. More broadly, AudienceZen has identified twelve clusters of decision mentalities. We call these "typologies". We can personalise sales and marketing communication to individuals, members of an occupation, or members of a typology.

Each typology describes a predictable and enduring purchase decision mental model.

Pie chart showing typology segmentation


Understanding audience personality is great but how does an advertiser operationalise that?

The AudienceZen eCommerce platform provides website owners with the ability to psychographically segment their customer audiences and target campaigns, site content and communications to these audiences.

The AudienceZen Audience Analytics Suite delivers practical creative personalization guidance for each audience segment, in human or machine-readable formats. Aligning ad creative to consumer personality presents advertisers and marketers with an innovative opportunity to lift the performance of ad personalization and gain competitive advantage.

The Science

AudienceZen’s proprietary methodology is based on Matt Walley’s PhD and post-doctoral research into decision-making mechanisms at cognitive and personality levels.​

  • 33,000 individuals profiled​
  • Across 800 primary occupational streams​

Findings indicated significant convergence of cognitive personality factors within vocational bands.​

These cognitive factors influence an individual’s perception of their environment (vocation, consumption, information awareness and retrieval etc.).​

Perceptions have a massive influence over interpretation, recall and adoption of marketing and customer service communication.

AudienceZen Data Model

AudienceZen's multi-stream data collection process and unique segmentation model enables us to deliver audience-specific, actionable recommendations that will enhance your marketing strategy.

AudienceZen Data Model Diagram
Mat Walley Bio

"The AudienceZen tool set will enable advertisers, campaign managers and marketers to achieve significantly better results by identifying the purchasing mentality of individual prospects and customers and directing suitably crafted messaging to each."

Matt Walley, CEO and Chief Scientist and co-founder

Matt has a PhD in Cognitive Psychology, a Master’s degree in psychometric analysis and specialist degrees in consumer behaviour and economic judgement heuristics. He has been published in the Journal of Business Research, Journal of International Entrepreneurship and won a number of national and international awards in his field.

Matt held a Senior Lecturer position at the University of Canterbury for five years, teaching papers focused on marketing psychology, strategic marketing, market research and statistical analysis.