Abstract:

This paper is divided into two parts; the first part (after defining the variables) explores the impact of introversion and extroversion on perceptions of self and life for the mentioned personalities; how they differ in their ways of looking at their surroundings, what impact comfort or discomfort of expression can cause to brands, how significant the understanding of introverts is in qualitative research, how this understanding can be beneficial for marketers in connecting with larger audience and crating powerful brands. The second section discusses the requisites including research design, findings, approach techniques and the implications for future research. A simpler pathway to understand this relatively silent but very powerful consumer segment.