Personality Insights with Watson uses the power of IBM Watson to segment by personality and deliver rich insight into audiences and influencers. Personality Insights are a great way to understand your audience’s intrinsic characteristics to create a tone of voice your audience will respond to, useful when creating an ad or campaign.
Personalities can be broken down into The Big Five model. These are the five primary dimensions that can be attributed to a person; Neuroticism, Agreeableness, Extraversion, Conscientiousness and Openness. From this, each dimension can be broken down into six facets to further characterise an individual.
We filter the tweets based on the quality they will discard retweets as this is another user's content, and send these tweets to IBM Watson the tweets of users. IBM Watson will analyze the tweets based on natural language and will analyze each user and score them for each personality trait.
The first part of this tab will sum up the audience’s personality, needs, and values. Like the other insights tab, our personalities are compared against a baseline which you are able to change.
When an audience scores it does not mean that only x% of that audience is of that trait. It shows that they score x/100 intensity of that trait. For example this audience on average scores 62 in the neuroticism trait. This means that on a scale of 1-100 they score 62 out of 100 the most extreme of the neuroticism trait. Use this number to compare against a baseline to show which is more relevant and unique for that audience.
Below you will find this broken up into the ‘Big Five’ personalities and within in that the facets that make up this personality.
Similar to how you would read the above; on the scale, if the number is lower (below 50%) it scores on the left, and higher (than 50%) it scores on the right. This list should be ordered in the difference between the baseline and the target audience. If you have over the terms it will display what these criteria actually means.
Below this, you will find ‘What drives them?’
In the same respect if you hover over the terms it will display what these criteria actually means. This data should be read in the same way. If the number is lower (below 50%) on the scale it scores on the left, and higher (than 50%) it scores on the right. This list will be ordered in the difference between the baseline and the target audience. If you hover over the terms it will display what these criteria actually means.