Nissan: Looking for love this Valentine’s Day? Choose a Nissan driver

  • Cambridge University research uses psychometric testing to gauge customers’ personalities
  • Research shows Nissan owners to be the most generous, loyal and friendly of all car drivers

Looking for love this Valentine’s Day? Find yourself making eye contact with a Nissan driver at the traffic lights? It could be the start of a beautiful relationship, according to research from one of the world’s most iconic universities.

In a study carried out by the Psychometrics Center at Cambridge University in the UK, Nissan owners were discovered to be among the most agreeable people you could wish to meet.

Using the latest personality profiling techniques, the University discovered that Nissan drivers were also the most generous, loyal and friendly among a cross-section of European car owners.

The study revealed that Nissan owners are much more likely to think of others before themselves, and be far more interested in economic welfare and social justice.

“Personality assessment and automotive design are a perfect match,” said Dr. Richard Mills, Doctor of Psychometrics at Cambridge University’s Psychometric Center. “Our research shows that Nissan drivers are generally seen as trusting, soft-hearted, generous and sympathetic. They are considerate and friendly, and think other people are honest and decent, as opposed to competitive and self-interested.”

Psychometrics – also known as personality profiling – is just one of the many ways in which Nissan is engaging with its customers to better understand their needs. The result is an improved experience behind the wheel, online, in showrooms and in service centers.


An Interview with Roel de Vries on the 2014 Interbrand Best Global Brands Results

Nissan was named one of the world’s most valuable brands for 2015, according to Interbrand, the world-leading brand consultancy. In the Best Global Brands Study released by Interbrand, Nissan ranked 49, up from 56 in 2014. Nissan was the fastest-rising automotive brand in the study. Below is an archived interview from 2014 with Roel de Vries, Nissan Corporate Vice President and global head of Marketing and Brand Strategy, about how Nissan has worked to become one of the world’s most valuable brands. Read about Nissan’s 2015 49th place ranking in the Interbrand study here.

 


“Psychometrics allows Nissan to shape the customer journey and build cars that owners can fall in love with, in much the same way as they do with other people,” said Mills. “Nissan owners clearly recognize and value having close and personal relationships with loved ones, making them the perfect partner.”

Indeed, the only difficulty could be finding a Nissan owner who is single in the first place; the survey also revealed the vast majority are already settled in comfortable long-term relationships.
 
*The Cambridge University Psychometrics Center used data from a cross-section of 824 car owners to draw comparisons between Nissan and other vehicle brands.

About The Psychometrics Center
The Psychometrics Center is a center of excellence within Cambridge University in the UK. It is dedicated to research, teaching and product development in both pure and applied psychological assessment in the online environment. Active since 2005, it has seen significant growth in the past three years as a consequence of the explosion of activity in on-line communication and social networks.

 

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