Fig 1.
ColourGrid® principles and summary profiles.
The principles of ColourGrid are based on Hofstede’s cultural dimensions theory (see text). The principles include: Power distance: relates to the extent to which the less powerful members of organizations and institutions accept and expect that power is distributed unequally. It suggests that a society’s level of inequality is endorsed by the followers as much as by the leaders. Uncertainty avoidance: indicates to what extent society tolerates uncertainty and ambiguity, and it shows how comfortable its members feel in unstructured situations which are novel, unknown, surprising or different from usual. Individualism: is the degree to which individuals are integrated into tight groups (collectivist) or loose groups (individualist). Long-term orientation: reflects long-term pragmatic attitudes versus short-term normative attitudes. Cultures scoring high on this dimension show emphasis on future rewards, notably saving, persistence, and adapting to changing circumstances.
Table 1.
Description of the eight national HCW categories and the combined three clinical-contact (CC) categories.
Table 2.
Comparison of HR and PS data by participant demographics, study site, HCW categories and clinical-contact categories.
Fig 2.
Projected personality profile of HCWs compared to the Australian population, based on HR data.
HCWs were projected to have the following features: Higher than average levels of career minded professionals and post-secondary education; more affluent. Quick to take up new technology and new experiences. Very well informed, but often cynical about advertising messages and are generally difficult to convince. Assess issues then make their own decision. Challenging to others who do not share their interests or concerns to make a difference and leave a heritage of success.
Fig 3.
ColourGrid® profiles for each HCW clinical-contact category based on HR and PS data.
The number of HCWs analysed in each group (Doctors, Nursing-Allied Health, Support Services) are shown in the lower right-hand corner of each matrix. Derived personality profiles and messaging strategies are shown in Table 3.
Table 3.
Derived personality profiles and messaging strategies for each HCW clinical-contact category based on the ColourGrid® profiles shown in Fig 3.
Fig 4.
ColourGrid® profiles for each of the three doctor categories based on PS data.
The number of HCWs analysed in each group are shown in the lower right-hand corner of each matrix. Where box sizes >150%, the percentage is stated. Derived personality profiles and messaging strategies are shown in Table 4.
Table 4.
Derived personality profiles and messaging strategies for each of the three categories of doctors based on the ColourGrid® profiles shown in Fig 4.
Table 5.
Application of personality profiling to specific infection control strategies.
Suggested key messages and marketing “tag lines” for each of the three infection control initiatives.