i am shrewd, inner-directed and guarded

Inspired by kottke, I had my personality analysed by IBM’s AI platform IBM Watson Personality Insights. It allows me to either enter a body of text or it will analyse my twitter feed.

First, twitter. The analysis says:

You are strict and analytical.

You are organized: you feel a strong need for structure in your life. You are mild-tempered: it takes a lot to get you angry. And you are calm under pressure: you handle unexpected events calmly and effectively.

You are motivated to seek out experiences that provide a strong feeling of organization.

You are relatively unconcerned with both independence and helping others. You welcome when others direct your activities for you. And you think people can handle their own business without interference.

I wasn’t sure how accurate it will be, most of my twitter are automatic IFTTT posts when I post on the website, or occasional RTs. But it turns out to be really accurate, especially with regards to being organised and being unconcerned.

It also says I’m likely to like historical movies, read autobiographical books, and read often. 1 out of 3 here. I’m unlikely to be influenced by social media during product purchases, prefer style when buying clothes, or like rap music. 3 out of 3.

Overall, twitter analysis is pretty accurate.

Now let’s try a block of text. How about the current front page. Total 50 posts between 12-mar-2018 and 31-apr-2018. 12000-ish words. This analysis:

You are shrewd, inner-directed and guarded.

You are solemn: you are generally serious and do not joke much. You are philosophical: you are open to and intrigued by new ideas and love to explore them. And you are independent: you have a strong desire to have time to yourself.

You are motivated to seek out experiences that provide a strong feeling of organization.

You are relatively unconcerned with both tradition and achieving success. You care more about making your own path than following what others have done. And you make decisions with little regard for how they show off your talents.

I’m likely to be sensitive to ownership cost when buying automobiles, have experience playing music, and like historical movies. 1.5 out of 3. I’m unlikely to be influenced by social media during product purchases, prefer style when buying clothes, and be influenced by brand name when making product purchases. 3 out of 3.

I think this is probably more accurate although there are similarities with the twitter analysis.

personalityinsight

They present the results in a sunburst visualisation that is really impressive. The science behind the sevice is fascinating. Essentially marketers and psychologists found that how we use language is a reflection of our personality, thinking style, social connections, and emotional states. Based on these studies, IBM developed models that correlate between certain social media behaviour and real life personality. An example from a retail study is people who score high in orderliness, self-discipline, and cautiousness and low in immoderation are 40 percent more likely to respond to coupons than the random population.

The team at IBM claims a correlation in the region of 0.3 with mean average error of 0.12 for English. In terms of research norm in this area, correlations above 0.2 are considered acceptable.

It’s all very interesting, although I find it somewhat creepy. I hate it when the ultimate goal is to target people in terms of what to market to them and predict their buying behaviour.