IBM Research Center Explores Deep Psychological Profiling on Twitter
IBM Research Center Explores Deep Psychological Profiling on Twitter
5 years ago 0 0

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Researchers at IBM’s Almaden Research Center are looking to create “deep psychological profiles” of potential customers to better understand their values and needs. Dr. Eben Haber and his team are building off previous research by Tal Yarkoni that matched bloggers’ posts to the 5 modern dimensions of personality: extroversion, agreeableness, conscientiousness, neuroticism and openness to experience. Understanding these personality traits and how they relate to consumerism is critical for companies and brands because it can predict purchase: “Extroverts are more likely to respond to an advertisement for a mobile phone that promises excitement than one that promises convenience or security. They also prefer Coca-Cola to Pepsi and Maybelline cosmetics to Max Factor. Agreeable people though, tend to prefer Pepsi…”

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