The Myers-Briggs method has gained increasing popularity in recent years within the UX discipline, particularly in the context of desk research to hypothesize which personality types might be relevant to a project.
Although researchers often dismiss it as “pseudo-science,” there is a certain useful core of truth when it comes to identifying personality types. This can serve as a solid foundation for developing target audiences and personas.
Indirectly inspired by the works of Carl Jung, Katharina Cook Briggs and her daughter Isabel Briggs Meyer developed the MBTI method, which stands for Myers-Briggs Type Indicator, based on their findings and those of Jung. Jung speculated that people experience the world through four major psychological functions—sensation, intuition, feeling, and thinking—and that one of these functions is dominant in an individual most of the time.
In MBTI theory, the four categories are
| Introversion / Extraversion | Sensing / Intuition |
| Thinking / Feeling | Judging / Perceiving |
According to MBTI, every person has one preferred quality from each category, creating 16 unique types.
Without delving too deeply into the theory behind the method, these 16 types are highly valuable for UX, particularly for mapping personas and user groups. In my case — working a lot in the B2B and Career markets — the target audience often comprises a clearly defined group of users with qualities linked to specific positions or roles within companies. Over the years, research by various organizations (such as job boards) has explored which of the 16 types align with specific professions.
An overview of the 16 personalities with a brief summary what type of content fit’s them the most.
| ISTJ – The Logistician Business: Reliable, organized, and task-focused, with an emphasis on efficiency and rule-following. Content: Prefers clear, structured, and factual information. | ISFJ – The Defender Business: Dedicated, caring, and practical, with attention to detail and the well-being of others. Content: Enjoys empathetic, visually appealing, and step-by-step explanations. |
| INFJ – The Advocate Business: Visionary and idealistic, strongly focused on strategy and inspiring others. Content: Prefers in-depth, emotionally resonant stories with meaningful visuals. | INTJ – The Architect Business: Strategic, independent, and analytical, with a focus on long-term planning. Content: Enjoys complex, well-researched, and forward-thinking information. |
| ISTP – The Virtuoso Business: Practical, problem-solving, and adaptable, with a hands-on approach. Content: Prefers interactive content such as videos and demos. | ISFP – The Adventurer Business: Creative, empathetic, and spontaneous, focused on creating unique experiences. Content: Enjoys visual content and stories that evoke emotions. |
| INFP – The Mediator Business: Idealistic, creative, and committed to values and personal growth. Content: Prefers inspiring stories and authentic, empathetic content. | INTP – The Thinker Business: Innovative, analytical, and conceptual thinker, focused on logic and structure. Content: Enjoys informative, in-depth, and intellectually stimulating content. |
| ESTP – The Entrepreneur Business: Dynamic, energetic, and decisive, with a focus on action and results. Content: Prefers short, impactful, and visually stimulating content. | ESFP – The Entertainer Business: Enthusiastic, social, and flexible, with a focus on collaboration and positivity. Content: Enjoys interactive and engaging content, such as videos and storytelling. |
| ENFP – The Campaigner Business: Creative, spontaneous, and energetic, with a focus on innovation and connection. Content: Prefers inspiring and versatile content with a personal touch. | ENTP – The Debater Business: Innovative, curious, and strategic, with a preference for discussions and new ideas. Content: Enjoys challenging, thought-provoking, and conceptual content. |
| ESTJ – The Executive Business: Structured, practical, and task-oriented, with a focus on leadership and organization. Content: Prefers clear, actionable, and structured information. | ESFJ – The Consul Business: Warm, supportive, and socially oriented, with a focus on harmony and collaboration. Content: Enjoys accessible, empathetic, and visually appealing content. |
| ENFJ – The Protagonist Business: Inspiring, charismatic, and goal-oriented, focused on motivating others. Content: Prefers stories that promote connection and inspiration. | ENTJ – The Commander Business: Decisive, strategic, and goal-driven, with a focus on efficiency and leadership. Content: Enjoys clear, results-oriented, and strategic information. |
MBTI Profession Finder Tool
This idea led me to create an overview that would make the relationship between a profession and MBTI types clear in one glance. By combining data from several sources, I created a (somewhat complex) overview where the connections between professions and personality types could be searched.
However, from a UX perspective, this approach was far from user-friendly. So, I decided to develop a tool to take the search work off users’ hands. This became the MBTI Profession Finder — an online tool that, after entering a job title, displays the MBTI types associated with that profession. By streamlining the process, the tool helps users quickly identify potential personality traits linked to specific roles, making it easier to map out personas or understand professional tendencies!
When you have questions, feel to ask my by contacting me – also for workshops or lectures.
