In 2010 Tal Yarkoni, an academic at the university of Colorado, Boulder, suggested in an
article that it might be possible to gauge a person's personality through their writing
by tracking the 'Big Five' personality traits - openness, conscientiousness, extraversion,
agreeableness and neuroticism. Mr Yarkoni argued that extroversion correlated with "bar', while neurotics were found to use the words "awful", "lazy" and, "depressing". But other
findings were more remarkable. Trusting types were more likely to use the word "summer", while more co-operative beings favoured the word "unusual".
A group of researchers at IBM's Almaden Research Centre in San Jose, California, had picked up on Mr. Yarkoni's idea and applied it to Twitter. The team, lead by Eben Haber,
hope to discover the "deep psychological profiles" of tweeters. Analysing three months'
worth of data from 90m users, they argue that so far they have been able to gauge
someone's personality reasonably well from 50 tweets, and even better from 200.
Multi-dimensional Analytics of Individuals
Why they are doing this? Well, all of these research aim to derive indivisual psycho-profile
out of social media sources. What if we are able to augment to more advanced dimensions such as human's value, needs analysis, social behavior as base foundational elements of analytical framework. Value measurements represented by individual's intrinsic value such as self-transcend, hedonism, conservation etc., and Needs might be mapped with "curiosity",
"self-express", "harmony" etc. Social behavior may reveal each individual's bevavior such
as "morning tweeter" etc.
By doing this, current technology may represent individual psycho-profile through the lens of these four elements - personality, needs, values and social behavior. We may bring the different insights and consequent dimension to this equation but nontheless, ultimate goal would be identify each individual's unique psychological traits.
From firm's point of view, these insights could be regarded as different lever to drive different offer target to different response. Further more, if we are able to put another insight such as "network potential" into each customer data, we may offer tailored messages as timely basis (since we know the social behavior) via preferred channel from these enhanced digital profiles of individuals.
**The postings on this site are my own and don't necessarily represent IBM's positions, strategies or opinions.
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