{"id":3297,"date":"2026-02-03T11:12:42","date_gmt":"2026-02-03T16:12:42","guid":{"rendered":"https:\/\/agencepopinc.com\/non-classifiee\/pourquoi-on-utilise-des-tests-de-personnalite-dans-une-agence-marketing\/"},"modified":"2026-03-11T11:02:43","modified_gmt":"2026-03-11T15:02:43","slug":"why-we-use-personality-tests-at-a-marketing-agency","status":"publish","type":"post","link":"https:\/\/agencepopinc.com\/en\/why-we-use-personality-tests-at-a-marketing-agency\/","title":{"rendered":"Why We Use Personality Tests at a Marketing Agency"},"content":{"rendered":"

We talk about our “colors” at work.<\/strong><\/p>\n

Not a metaphor. Not a quirky way of describing moods. We actually use DISC profiles, and everyone on the team knows their results. More importantly, everyone knows everyone else’s results.<\/p>\n

When someone says “my yellow is really high today,” we know what that means. When I’m being too “red,” the team can call it out. When a project needs more “blue” energy, we know who to pull in.<\/p>\n

Some people hear about this and think we’ve gone soft. That we’ve traded serious business culture for feel-good nonsense. That personality tests are for HR departments with too much time on their hands.<\/p>\n

I used to think that too.<\/p>\n

Here’s why I changed my mind.<\/strong><\/p>\n

The communication problems I blamed on everyone else<\/h4>\n

For the first few years of running this agency, I thought I was a good communicator. I said what I meant. I was clear about expectations. I gave direct feedback.<\/p>\n

When things got lost in translation, I blamed my team. They weren’t listening. They weren’t paying attention. They didn’t get it.<\/p>\n

Then I started working with a coach. She introduced me to DISC.<\/p>\n

For those who don’t know: DISC is a behavioral assessment tool. It measures how you naturally communicate, make decisions, and interact with others. There are four main styles: Dominance (red), Influence (yellow), Steadiness (green), and Conscientiousness (blue).<\/p>\n

I’m heavily red and yellow. Direct. Fast. Decisive. Impatient.<\/p>\n

My operations manager at the time was heavily blue and green. Careful. Methodical. Detail-oriented. Needed time to process.<\/p>\n

No wonder we kept clashing. I was giving information at my speed, in my style, and expecting her to receive it perfectly. She was processing information at her speed, in her style, and feeling steamrolled.<\/p>\n

We weren’t having a communication problem. We were having a translation problem. We were speaking different languages and blaming each other for not understanding.<\/p>\n

What changed when we all took the test<\/h4>\n

Once I saw my own results, I was curious. What if the whole team did this?<\/p>\n

We rolled out DISC assessments for everyone. Posted the results openly. Talked about what they meant.<\/p>\n

The shift was almost immediate.<\/strong><\/p>\n

Instead of “why can’t you just make a decision?” it became “I know you need time to think, so I’m giving you this a day early.”<\/p>\n

Instead of “you’re being too aggressive,” it became “your red is showing\u2014can you soften that for this client?”<\/p>\n

Instead of “you’re overcomplicating this,” it became “I appreciate that you’re thinking through details I would have missed.”<\/p>\n

The framework gave us language.<\/strong> A way to talk about differences without making them personal. A way to appreciate what each style brings instead of being frustrated by what it lacks.<\/p>\n

The practical results<\/h4>\n

I know this sounds squishy. Like team-building exercises and trust falls.<\/p>\n

But here’s what actually changed in measurable ways:<\/p>\n

Fewer misunderstandings.<\/b> When you know someone is a high-blue processor who needs information in writing with time to digest, you give it to them that way. When you know someone is a high-yellow who processes out loud, you let them talk through ideas without assuming they’ve made a final decision. Problems that used to require a meeting to sort out now don’t happen in the first place.<\/p>\n

Faster conflict resolution.<\/b> When tension comes up, we can usually name what’s happening. “I think we’re having a red-green clash here” cuts through the emotional fog. It’s not about who’s wrong. It’s about different styles butting heads, which is fixable.<\/p>\n

Better client matching.<\/b> We’ve started thinking about DISC when we assign account managers. High-relationship clients get greens and yellows who love building connections. Detail-oriented clients get blues who will never miss a step. It’s not foolproof, but it’s better than random assignment.<\/p>\n

Smarter hiring.<\/b> When we’re building a team, we look at the DISC makeup of who we have. If everyone is high-red, we’re going to make fast decisions and miss details. If everyone is high-blue, we’re going to analyze forever and never launch. Balance matters.<\/p>\n

Why some people think this is nonsense<\/h4>\n

I understand the skepticism. I had it too.<\/p>\n

Personality tests can feel like horoscopes. Vague enough to apply to anyone. An excuse to put people in boxes. A way to avoid dealing with real performance issues by blaming “styles.”<\/p>\n

Those are valid concerns. Here’s how we handle them:<\/p>\n

We don’t use DISC as an excuse.<\/b> “That’s just my style” isn’t a free pass to be difficult. The point is awareness, not justification. If your style creates problems, you work on adapting it. The test tells you where to focus, not what to accept.<\/p>\n

We don’t treat it as destiny.<\/b> People can flex. High-reds can slow down when the situation requires it. High-blues can move faster when there’s urgency. The test shows your natural tendencies, not your only option.<\/p>\n

We don’t reduce people to a color.<\/b> Everyone is a mix. I’m not “a red.” I’m high red and yellow, medium green, low blue. The nuance matters. And people are always more complex than any assessment captures.<\/p>\n

We back it up with other tools.<\/b> DISC is one lens, not the only one. We talk about communication preferences in other ways too. We have regular one-on-ones. We give and receive feedback constantly. The test is a starting point, not a replacement for actually knowing your people.<\/p>\n

What this has to do with client work<\/h4>\n

You might be wondering why any of this matters for a marketing agency. We’re supposed to be focused on our clients’ businesses, not our own navel-gazing.<\/p>\n

Here’s the connection: the way we work together internally shapes the work we do externally.<\/p>\n

When a team communicates well, the work is better. Fewer errors. Faster turnaround.<\/strong> Ideas that build on each other instead of getting lost. Clients feel the difference, even if they can’t name it.<\/p>\n

When a team understands different styles, they bring that awareness to client relationships. Some clients want weekly check-ins and detailed reports. Some want us to disappear and come back with results. Reading those preferences accurately\u2014and adapting to them\u2014makes everything smoother.<\/strong><\/p>\n

And when a team has a shared vocabulary for how they work together, they can solve problems faster. They don’t waste energy on interpersonal friction that has nothing to do with the actual work.<\/p>\n

The bigger point<\/h4>\n

Here’s what I’ve learned after years of using personality assessments in my business:<\/p>\n

The inner work isn’t just for the CEO. It’s how teams actually function.<\/strong><\/p>\n

Understanding yourself better makes you a better leader. Understanding your team makes you a better manager. Creating a culture where everyone understands each other makes the whole thing run smoother.<\/p>\n

Some people call that soft. I call it smart.<\/strong><\/p>\n

The businesses that treat their people like interchangeable parts are constantly dealing with turnover, miscommunication, and underperformance. The businesses that invest in actually understanding how their people work get loyalty, collaboration, and output that wouldn’t be possible otherwise.<\/p>\n

We’re openly dorky about this stuff. Energy work, coaching, personality assessments\u2014all part of how we operate.<\/p>\n

Not because we’re trying to be different. Because it works.<\/strong><\/p>\n

Curious what your DISC profile looks like? There are free versions online that give you a basic sense. If you want to go deeper, we’re happy to share resources that helped us. Reach out anytime.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

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