Sailing on his vintage mahogany boat in early autumn we interviewed professor Jan Schoormans, a leading expert in product personality reflects upon the increasing relevance of personality in design but also in choice and match processes.

Professor Schoormans elaborates on product personality in housing, sheds light on why it is that certain products are bought and not used and shares his thoughts on growing ease of personality measurement due to the explosion of social data. He wraps up by giving his take on meaning of bumper stickers in the 17-th century Dutch town of Dordrecht, a historic place.