One of the 'details' they've focused on recently is how much people like to read books. A major question they wanted answered was whether book reading is in decline. They also investigated what kinds of books are being read by what types of personalities. They surveyed over 3,300 people who've participated in their self-assessments over time, and came up with some interesting data.
It's great news that a large majority of respondents in the survey are avid readers who state that they will continue to be avid readers. (Did we ever really have any doubt?)
What's really interesting in this survey, though, is the breakout of what types of personalities like to read what genres of books. Fascinating to contemplate, and could be useful in shaping those marketing messages.
There are four basic temperament types, and four character types within each one of those. They are:
Guardians: cornerstone of society. Given to serving and preserving our most important social institutions. Guardian Character Types: Supervisor, Inspector, Provider, Protector
Idealists: passionately concerned with personal growth and development. Their quest for self-knowledge drives their imagination. Idealist Character Types: Teacher, Counselor, Champion, Healer
Rationals: the problem solvers. Rigorously logical and value competence and ingenuity above all. Rational Character Types: Fieldmarshall, Mastermind, Inventor, Architect
Artisans: want to be where the action is. Spontaneous, adaptable, and competitive, they believe today must be enjoyed. Artisan Character Types: Promoter, Crafter, Performer, Composer
Go here to see which genres are read by which temperament types.
And if you're interested in finding out where your own personality fits into the Kiersey paradigm, go here to take the temperament test and see which type you are. (It's really fun!)