Pyschometrics or psychographics is the study and classification of people according to their attitudes, aspirations, and other psychological criteria, especially in market research. It is an important element of personalization and will become more significant as more and more data collection occurs. These days, all the large tech companies seem to be following what I call the “A-B-C-D-E’s” of data collection, i.e., Always Be Collecting Data Everywhere, all with an attitude of privacy be damned. The Cambridge Analytica-Facebook scandal is only now starting to reveal how powerful this kind of psychographic detail can be, but, because of the extensive fallout from that scandal, Facebook has tighten access to its user information. However, Twitter, with its publicly Tweet data available to all, customer psychographic detail can be gleaned from a Twitter handle. The figure below shows a breakdown of Intelligencia's MD's Twitter profile after it has been run through IBM Watson’s Personality Insights service, which can be found at https://www.ibm.com/watson/services/personality-insights/.

According to IBM, the IBM Watson™ Personality Insights service derives insights about personality characteristics from social media, enterprise data, or other digital communications. The service uses linguistic analytics to infer individuals' intrinsic personality characteristics from digital communications such as email, text messages, tweets, and forum posts. The service infers, from potentially noisy social media, portraits of individuals that reflect their personality characteristics. It can also determine individuals' consumption preferences, which indicate their likelihood to prefer various products, services, and activities,’ adds IBM.

The IBM Watson™ Personality Insights service infers personality characteristics based on three primary models, the Big Five personality model, the Needs model, and the Values model. The Big Five personality model represents the most widely used model for generally describing how a person engages with the world. It includes five primary dimensions, agreeableness, conscientiousness, extraversion, emotional range, and openness.30 The Needs model “describes which aspects of a product are likely to resonate with a person. The model includes twelve characteristic needs: Excitement, Harmony, Curiosity, Ideal, Closeness, Self-expression, Liberty, Love, Practicality, Stability, Challenge, and Structure.30 The Values model describes “motivating factors that influence a person's decision making. The model includes five values: Self-transcendence / Helping others, Conservation / Tradition, Hedonism / Taking pleasure in life, Self-enhancement / Achieving success, and Open to change / Excitement.