Psychology and social data

Stephen Haggard & David Stillwell24 September 2013, Social Media Week

We have published a unique and peer-reviewed method, based on large data samples and advanced statistical methods, for predicting personality attributes

“digital records of behavior can be used to automatically and accurately predict a range of highly sensitive personal attributes”

March 2013

Scientific approach to personality prediction

What can we predict?

Trait

IQ

High

The GodfatherMozartThunderstormsThe Colbert Report Morgan Freemans VoiceThe Daily ShowLord Of The RingsTo Kill A MockingbirdScience Curly Fries

Jason AldeanTyler PerrySephoraChiqBret MichaelsClark GriswoldBebeI Love Being A MomHarley DavidsonLady Antebellum

Low

Openness

Liberal

&

Artistic

Oscar WildeCharles BukowskiSylvia PlathLeonardo Da VinciBauhausDmt The Spirit MoleculeAmerican GodsJohn WatersPlatoLeonard Cohen

NASCARAustin CollieMonster-In-LawI don’t readJustin MooreESPN2FarmlandiaThe BachelorOklahoma State UniversityTeen Mom 2

Conservative

Extraversion

Outgoing &

Active

BeerpongMichael JordanDancingSocializingChris TuckerI Feel Better TanModelingCheerleadingTheatreFlip Cup

RPGsFanfiction.Net Programming AnimeManga Video GamesRole Playing Games Minecraft Voltaire Terry Pratchet

Shy

&

Reserved

Trait

Parents separated

at 21

Yes

When Ur Single, All U See Is Happy Couples N Wen Ur In A Relationship All U See Is Happy Singles

Never Apologize For What You Feel It’s Like Saying Sorry For Being Real

I’m The Type Of Girl Who Can Be So Hurt But Still Look At You & Smile The Type Of Girl Who Is Willing To Brighten Your Day Even If I Can’t Brighten My Own <3 <3

We Don’t Talk Anymore And You Know What The Saddest Part Is We Used To Talk Everyday

Come Here Nope [Grab Yu Closer] Gimme A Kiss Nope I’m Mad At Yu [Start Kissing]

Tell Her She’s Pretty Hold Her Hand Kiss Her When She’s Angry Play With Her Hair Let Her Fall Asleep In Your Arms Kiss Her In The Rain Tell Her You Love Her But Waitheres The Catchyou Actually Have To Mean It

You Need Anger Management Classes You Need Shut The Fukk Up Classes

If I’m With You Then I’m With You I Don’t Want Anybody Else

Bitch You Ain’t Pretty Your A Slut That’s Why All The Guys Talk To You

I’m Sorry I Love You

Apples To Apples The Helen Keller CardDeliberately Driving Slower When Being

TailgatedWatching Peoples Lives Fall Apart Via Status

Updates And News FeedsEvery Time I See You A Voice In My Head

Goes DooouuuuccccheeeMaking Dirty Innuendos Out Of Perfectly

Innocent ThingsGene WilderI Hate It When You’re With Mc Hammer And

He Doesn’t Let You Touch AnythingI Immediately Look In My Rear-view Mirror

When I Pass A CopThe Joy Of Painting With Bob Ross

No

Case Study: Integrations to 3rd party front ends using

Business Applications of

Psychological Data

CRMSSP platformsBrand Strategy

CRM ENHANCEMENTJUSTGIVING.COM

NAMEDATE OF PRESENTATION

New ways to understand CRM data

17 mn customer IDs with transaction history

Currently clustered in 13 sociio-demographic/ functional segments• Big gesture• Support my family• Cause-passionate• Etc• Mapped onto to transactional records: poor fit

50,000 and growing FB logins - Likes harvested

Possibility to append new information layer: personality

Outcomes

Overall personality skew of customers: competitive

Yield predictors – alternative algorithm and model

Category model of audience segments reassessed/revised

Cause allocator tool for promotions

Validation of SM as rich data source

Personality predictive values for non-FB IDs based on causes, giving behaviour.

Business Applications of

Psychological Data

CRMSSP platformsBrand Strategy

Relentless EnergyCampaign Strategy

Energy Drinkers’ FB LikesLower and Upper age quartiles

oceans thirteenflushed away chicken run

saving the world Prochoicemaking people smile

brown university playing the drums thai iced tea cameras

midnight cowboy time bandits

stop human trafficking tibetan freedom boycott yellowstone

Aspergers syndrome visit london aromatherapy bellydancing weird pictures

Working with 100 billion Likes

Music choice is a personality index

Find similar personalities

Music-Personality scaleDimension: agreeableness

Dimension: Agreeableness (%)Low High

BehemothDeicideDark FuneralGorgoroth

Phil Wickham Kari Jobe

Kim Walker Misty Edwards

18.8 47.1 56.8

Case Study: Jabra for Grey

POWERPOINT TEMPLATE TITLESUB HEADLINE IN HERE

Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip.

• ex ea commodo consequat. Duis autem vel eum iriure dolor in hendrerit in vulputate

• velit esse molestie consequat, vel illum dolore eu feugiat nulla facilisis at vero eros et

• accumsan et iusto odio dignissim qui blandit praesent luptatum zzril delenit augue

• duis dolore te feugait nulla facilisi. Nam liber tempor cum soluta nobis eleifend option

the problemknow the personality of these people

Target Jabra audience

…and use this to drive campaign insight, creative and media

When we don’t know…• Anything more than a hypothetical persona• How their personality maps to product choice and behaviour• How to achieve the desired positioning in the sector

using psychometrics • Data points for inner psychological landscapes• Exploit non-rational side of consumer

instinct emotion subconscious

beats by dr. dre Likers on FB are 72 % more laid back and relaxed than the rest of the population

myPersonality databasepsychological data for beats by dr. dre Likers

psychometric data for audio-tech sector

Distinctive sector patterns in dimensions of• Conscientiousness• Agreeableness• Stability

constructed psychometric for Jabrabased on sectoral distinctive psychometric features

adjust for client aspirations: counter-cultural, edge, authenticity, outsider

calibrate personalities: Jabra vs. beats by dr dre

conscientiousness

extraversion

openness

agreeableness

stability

Thank you

Stephen Haggard stephen@mypersonality.comDavid Stillwell david@mypersonality.com