The method

TwentyFive: the model that makes Audienca human.

Generic AI doesn't know what Maria or Tim actually need, it guesses from the words. TwentyFive measures it: 25 traits across 7 layers, starting with six basic needs. That's how Audienca reads what's behind the words.

The six basic needs

Every customer carries all six, in different doses. TwentyFive measures which ones dominate in the moment and tunes the reply accordingly.

Drive

wants speed, results, a clear solution. Says directly what's off.

Security

wants reliability, order, no surprises.

Recognition

wants to be seen, individually, with appreciation.

Belonging

wants we-feeling, proximity, being part of the group.

Insight

wants facts, data, a rational explanation.

Empathy

wants understanding, compassion, emotional proximity.

+ 19 more signals: how someone perceives, decides and sees themselves.

Scientifically grounded
  • Tested in practice and research since the 1990s
  • Questions are ranked into an order instead of individually rated, that blocks polished self-portraits
  • AI text analysis that understands the context of every word
  • A neutral 0-to-200 scale with a midpoint of 100. No good or bad values, only priorities

Where TwentyFive comes from

Christoph Hofmański has been developing the method since the mid-1990s at the Institute for Personality-Oriented Management. Scientifically grounded in David Scheffer's research and Julius Kuhl's PSI theory. Used in 30+ years of research, coaching and practice. Audienca is the first marketing application at this depth.

Seven layers, from motives to self-image

  1. 1
    Implicit motives
    Power, achievement, bonding, freedom, the unconscious drives.
  2. 2
    Basic needs
    Drive, security, recognition, belonging, insight, empathy.
  3. 3
    Preferences
    Intuition vs. sensing, thinking vs. feeling.
  4. 4
    Behaviour
    How needs show up in concrete situations.
  5. 5
    Orientation
    Focused on past, present or future.
  6. 6
    Focus
    Goal- or process-oriented, meaning- or fact-oriented.
  7. 7
    Self-image
    How the person sees themselves and their roles.

25 traits in total

Each layer has multiple traits. In sum, 25 fine signals a person reveals in their language. Other tests sort people into 4 or 8 rough types. TwentyFive sees the nuance.

What does that mean in practice?

The homepage shows 4 personality-tuned replies to the same complaint.

See the demo→ Start free