This guide explains how to interpret the personality tab, and how the audience's needs and values are calculated to see what drives them.
How the big five personality dimensions are calculated
Interpretation of the Personality tab
The Personality tab describes personality characteristics based on three primary models: Big Five personality, needs, and values. Big Five personality characteristics represent the most widely used model for describing how a person engages with the world.
Example of use
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, writing content, or launching a campaign.
How is it calculated?
Through machine learning, Personality Insights are generated based on the psychology of language in combination with data analytics algorithms. The service analyses the content that the users' post and returns a personality profile for the author of the input based on the Big Five personality, needs, and values.
Needs tab
Interpretation of the Needs tab
Needs describe at a high level those aspects of a product or service that are likely to resonate with your audience. The model includes twelve characteristic needs, listed below.
Example of use
Needs help understanding your customers at a deeper level by learning their preferences, which, when used correctly, can directly translate to improving customer satisfaction, and strengthening client relations.
How is it calculated?
Our algorithms are constantly evolving. Through machine learning, the needs table is calculated based on the psychology of language in combination with data analytics algorithms. Our algorithms analyse the content that the user post and returns a personality profile for the author of the input based on the twelve needs that IBM Watson evaluates.
Values tab
Interpretation of the Values tab
Values describe at a high level the motivating factors that influence a person's decision making. The model includes five values, listed below.
Example of use
Values table helps to understand customers at a deeper level and improve client acquisition, retention, and engagement.
How is it calculated?
Through machine learning, the values' table is based on the psychology of language in combination with data analytics algorithms, same as it is for needs. The service analyses the content that the users post and returns a personality profile for the author of the input based on the five values this model represents.
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