The DCI data captures lived culture of the countries of Europe by looking at their music, content, and search preferences.

Those preferences are represented in the dimensions of Personality, Lifestyle, and Routines which highlight the differences and similarity of European countries, providing a starting point for businesses who want to enter the European market.

Personality captures a country's mood by focusing on energy and tempo as well as positivity or negativity of a country's TOP 200 music over the last decade. It reflects a country’s culture over the long-term, providing the most stable and consistent metric of the DCI.

Personality allows to describe a country’s mood or “state of feeling” in comparison to other countries, based on music preference on Spotify and, with that, can provide guidance as to How to communicate with audiences.

By combining scores on those dimensions, i.e. (1) energy and tempo and (2) positivity and negativity, we can create four distinct combinations for our set of DCI countries - separated on the respective DCI average. Those are:

• Negative/High Energy,
• Positive/High Energy,
• Negative/Low Energy, and
• Positive/Low Energy.

The following map shows the score combinations for each European country, revealing countries with similar personalities across Europe. This insight can be used to address similar countries together, rather than one-by-one or all countries as a single market.

Based on the personality you can adjust the tone of voice to a country’s mentality. You can use it as a starting point to develop your messaging and add it to your mood board. More concretely, the personality dimension could be useful in the following ways:

• Creating customized marketing campaigns that cater to the specific mood and energy levels of each country.
• Developing country-specific content that resonates with the local mood and cultural preferences.
• Designing interactive country-specific experiences or events that resonate with the local personality.

If you would like to know more about how to the use other dimensions of the DCI, check out our articles on Lifestyle and Routine.

And, if you are interested in adding more granularity to your marketing efforts, you can find our country classifications for valence and energy and tempo below:

Country Classifications: Valence

Country Classifications: Energy–Tempo