Clubhouse Users

Personality Traits MEIHAN ZHANG

Analysis
Big Five Model of Personalities
Variables (OCEA)
• Unlike the well-known Myers-Briggs Type
Indicator which categorizes people into certain
personality types, the Big Five provides a
spectrum that indicates levels of personality
traits. Psychologists say an individual could
incline to be more introverted on a slide bar of
extroversion, rather than saying they are
introverted or low on extroversion(even if it is
mathematically correct)
• This theory is applied to poisoning certain
products/services and matching the brand’s
personalities with their users/ customers’
personalities
Clubhouse- an invitation-only
audio-chat social networking app
launched in 2020

This is an audio app features live chatting

rooms, often called a live-podcast by its
users. According to its self-description, it
provides a space for drop-in audio
conversations for friends and interesting
strangers around the world. Users could
easily navigate the clubs of their interests or
join in chat rooms of their followed friends.
Users also the have the options of passively
listening or speaking with an approval of the
room’s host by raising hand. Celebrities and
tech tycoons’ joining adds more of
excitement in favor of user acquisition.
 Clubhouse’s users are…
(based on observations on users’ behavior and insights from discussions among PMs,
soft engineers, UX designers, marketers around the world on Clubhouse)

• more abstract than concrete

• more casual than disciplined
• neutral in extroversion
• more cooperative than competitive
• neutral in neuroticism

The simple design and accessible features are friendly to cover diverse
users with a variety in personality traits.

This app provides a space for people to get insights into their passioned
industries or connect global community shared the same interests.
 The Most Common Personality Trait that
Clubhouse Users Shared…

Openness Find me: have great imagination,

value feelings, are willing to take
actions, accept new ideas, share
excitements with the community

Sell me: opportunities to get Tell me: “effortless bounding

insights from passioned industry, across locations/time zone”
fulfillment of curiosity in wide exclusive connections,
range of interests networking with experienced
professionals/ celebrities
Ethical Concerns…

• People don't like their personality to be categorized into stereotypes.

• They want to match with a brand/product/service that share the
common or complementary personality traits.
• They don’t want to consume on a brand/product/service that tries to
satisfy everyone’s needs/ please everyone.
Business Profits from…

• Since this is a brand-new product, there’s no reliable prediction on how this

app makes profits in the near feature.
• However, the biggest selling point is the connection among others around
the world. It links people without overwhelming them.
• In near future, Clubhouse could profit from the upgrade plan of exclusive
access to certain room chats with industry tycoons, celebrities, influencers,
and community leaders (since the founders revealed they won’t plant ads
for profits).