“…wherever there are people, Tx5® helps you understand their complex and nuanced behaviour in inter-locking contexts and market-social-digital spaces.” Tx5®, 2020
The development years
Originally developed in South Africa, one of the most complex and diverse societies in the world, a unique multi-disciplinary research team analysed the inter-disciplinary contexts of what human reality is. Contextual reference points were translated into behaviour, and the translations tested and confirmed so that behaviour is predictable.
The result was Tx5®: a radically new, well-researched engagement personalisation solution.
After two national representative surveys, more than 6 000 (and counting) profiles were generated with a statistical accuracy of 94%, five behavioural constructs were developed and tested. Participants rated the accuracy of the behavioural group descriptions with an average score of 84%.
A radically different perspective on people
In the Tx5® universe, the person comes first – not what is on offer. The physical world lives in the person world and the person translates interest and engagement into action. Tx5® translates people’s hearts, minds, and outside world into engagement personalisation strategies. Following a holistic approach to behavioural patterns defines engagement at individual level where behaviour manifests, recognising that people are more than the sum of parts.
In a dynamic and complex world, the use of static demographic, psychographic and economic data are no longer reliable for the insights needed to understand and engage people by offering personalised solutions. Correlating trends between people and their demographic classifications tell us very little about human behaviour. Two universal truths confirm this statement: people are different, and people are just that, people, irrespective of race, gender, or age. Decisions are based on patterned choices that result in behaviour, motivated by psychological characteristics, lifestyle, and real-world contexts.
Tx5® is based on three key, disruptive principles
- The person who engages with the world must be placed at the centre.
- The world is a dynamic place of interaction, expectation, conversation, and exploration.
- People learn and adapt throughout their lives to changing external conditions and adjust as they think, decide, reflect, and consider these conditions.
