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How do I use Personality Insights Tab?

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.

The process

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. IBM Watson will analyse the tweets based on natural language and will analyse each user and score them for each personality trait.

 

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The first part of this tab will sum up the audience’s personality, needs, and values. Like other insights tabs, personality insights 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 44 in the neuroticism trait. This means that on a scale of 1-100 they score 44 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.

We also offer Personality-based recommendations for effective messaging, in terms of tone-of-voice, aesthetics, semiotics, language and brand position. You can download our PDF Guide, which provides recommendations on each extreme represented in the Big Five personality traits (high and low) via the grey button shown below the summary overview.

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Below this summary and access to the PDF, you will find the data broken up into the ‘Big Five’ personalities and within 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.

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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.

Description from IBM Watson:

Personality characteristics

The Personality Insights service infers personality characteristics based on three primary models:

  • Big Five personality characteristics represent the most widely used model for generally describing how a person engages with the world. The model includes five primary dimensions: AgreeablenessConscientiousnessExtraversionEmotional range, and Openness. Each dimension has six facets that further characterise an individual according to the dimension.
  • Needs describe which aspects of a product are likely to resonate with a person. The model includes twelve characteristic needs: ExcitementHarmonyCuriosityIdealClosenessSelf-expressionLibertyLovePracticalityStabilityChallenge, and Structure.
  • Values describe motivating factors that influence a person's decision-making. The model includes five values: Self-transcendence / Helping othersConservation / TraditionHedonism / Taking pleasure in lifeSelf-enhancement / Achieving success, and Open to change / Excitement.

Personality Insights is based on the psychology of language in combination with data analytics algorithms. The service analyses the content that you send and returns a personality profile for the author of the input. The service infers personality characteristics based on three models:

  • Big Five personality characteristics represent the most widely used model for generally describing how a person engages with the world. The model includes five primary dimensions:

    • Agreeableness is a person's tendency to be compassionate and cooperative toward others.
    • Conscientiousness is a person's tendency to act in an organized or thoughtful way.
    • Extraversion is a person's tendency to seek stimulation in the company of others.
    • Emotional range, also referred to as Neuroticism or Natural reactions, is the extent to which a person's emotions are sensitive to the person's environment.
    • Openness is the extent to which a person is open to experiencing different activities.

    Each of these top-level dimensions has six facets that further characterise an individual according to the dimension.

  • Needs describe which aspects of a product resonate with a person. The model includes twelve characteristic needs.

  • Values describe motivating factors that influence a person's decision-making. The model includes five values.