Keywords
Abstract
The current need for an accurate and personalized analysis of clients' interests has put psychographic profiling in the spotlight. Investor profiling allows investment plans to be designed according to the different psychological characteristics of the investor. This research aims both, firstly, to discuss the most relevant types of existing profiling and, secondly, to highlight the importance of the data collection process and to raise the shortcomings of the profiling process today. This data collection process is crucial for the interpretation and subsequent categorization of clients in the psychographic profiling model. This is an applied, explanatory and mostly qualitative research that adds the identification of possible errors in the profiling results obtained, caused by the application of standardized multiple-choice tests. Multiple-choice tests can incite satisficing behaviors that ultimately lead to poor psychographic profiling. The introduction of gamification and modern data quality analysis techniques (with indices to measure consistency and bogus items to discard unsatisfactory answers) into the process would mitigate satisficing behaviors and thus lead to more accurate data collection resulting in better profiling and higher satisfaction.
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