How does your personality determine which whisky you like?
Fife app specialist Planys Mobile has built a website for The Scotch Malt Whisky Society (SMWS) which can help predict which whiskies you might like based on your personality traits.
‘Flavour behaviour– Find the perfect whisky for your personality’ is part of SMWS’ global campaign targeting whisky drinkers on social media in the UK, the United States, Australia and Canada.
Dr Adam Moore, a psychologist and research scientist based at the University of Edinburgh, has designed the psychometric personality test which analyses personality traits and predicts the perfect whisky for respondents.
The test was also informed by research at Project Flavour Behaviour events which took place in cities worldwide, including Edinburgh, London, Washington, D.C., Vancouver, and Melbourne, with groups of volunteers who were asked to sample whiskies and answer personality questions.
Paul Stewart, creative director at Planys Mobile, said: “All of our developers are whisky lovers so building the technology for the Society’s innovative and fun marketing campaign was a great project”.
Examples of questions include ‘Which of these film titles best sums up how you feel about the future?’ and personality traits are assessed according to which answer respondents select: It’s a Wonderful Life; Singing in the Rain; Groundhog Day; Titanic or Apocalypse Now.
The campaign is designed to raise the awareness of the SMWS, its single cask whisky and its flavour-based approach, including its unique 12 flavour profiles. On a wider level, the campaign will also help more people to discover whisky in a fun, innovative way.
Helen Stewart, senior brand manager at SMWS, said: “At the Society, we explore the kaleidoscope of flavours in the whisky spectrum, rather than follow the traditional notions of whisky regions or distillery brands.
“We believe there is a perfect whisky flavour out there for everyone. The Flavour Behaviour Test is a fun and scientifically researched way to help with that search for the perfect dram – from novices struggling to find a whisky flavour they like among all the different varieties, or aficionados looking for inspiration for new whisky flavours to try.”
Planys Mobile has clients in the UK, United States and Singapore and was shortlisted for the HSBC Scottish Export Awards. The Scottish tech company also develops its own products and invests in joint ventures such as ClickGo, a care management app which won the Google Impact Challenge Award and was shortlisted for The Herald Digital Business Awards.