Cognitive Computing Used to Identify You, Personalize and Target you for Ads

By: Staff | Jan 23 2017
Regulations Needed for Use of AI and Psychological Monitoring of Individuals

Personality models 

As described in Personality Insights basics, Personality Insights analytics are developed based on the psychology of language in combination with data analytics algorithms. The characteristics are described in terms of three models:

For more information about the models, how they were developed, and how the service uses them, see The science behind the service.

Big Five

The first personality model, Big Five, was developed by Costa and Norman and is the most widely used model to generally describe how a person engages with the world. The model includes five primary categories, or dimensions:

Each top-level dimension has six subdimensions, or facets, that further characterize an individual according to the dimension. The following sections introduce the dimensions and provide detailed information about their facets. Each section includes three tables that provide the following information:

  • The first table, Facets, lists the dimension's facets and provides a brief description of individuals who score highly in each facet.

  • The second table, Range of characteristics, presents general descriptions that might apply to individuals whose scores evidence more of less of each facet of the dimension, as well as terms that might describe such individuals.

    The document Personality-Insights-Facet-Characteristics.pdf provides a convenient single-page table that includes the Range of characteristics tables for the facets of all five dimensions.

  • The third table, Primary and secondary dimensions, presents information that relates the dimension to other dimensions, describing combinations of personality characteristics. In this table, the rows represent the dimension that is identified as the individual's primary characteristic, and the columns provide terms that might describe people whose scores on the remaining secondary dimensions are higher or lower. The table provides interesting insight into how primary and secondary characteristics might interrelate to represent an individual's composite personality.

    The document Personality-Insights-Dimension-Characteristics.pdf provides a convenient single-page table that includes the Primary and secondary characteristics tables for all five dimensions.


Agreeableness is a person's tendency to be compassionate and cooperative toward others.

Agreeableness Table 1: Facets

FacetPeople who score high...
Altruism / AltruisticFind that helping others is genuinely rewarding, that doing things for others is a form of self-fulfillment rather than self-sacrifice.
Cooperation / Accommodating / ComplianceDislike confrontation. They are perfectly willing to compromise or to deny their own needs to get along with others.
Modesty / ModestAre unassuming, rather self-effacing, and humble. However, they do not necessarily lack self-confidence or self-esteem.
Morality / Uncompromising / SinceritySee no need for pretense or manipulation when dealing with others and are therefore candid, frank, and genuine.
Sympathy / EmpatheticAre tender-hearted and compassionate.
Trust / Trusting of othersAssume that most people are fundamentally fair, honest, and have good intentions. They take people at face value and are willing to forgive and forget.


Agreeableness Table 2: Range of characteristics

Description of LOW Value Description of HIGH Value
You are more concerned with taking care of yourself than taking time for others.Self-focusedAltruismAltruisticYou feel fulfilled when helping others and will go out of your way to do so.
You do not shy away from contradicting others.ContraryCooperationAccommodatingYou are easy to please and try to avoid confrontation.
You hold yourself in high regard and are satisfied with who you are.ProudModestyModestYou are uncomfortable being the center of attention.
You are comfortable using every trick in the book to get what you want.CompromisingMoralityUncompromisingYou think it is wrong to take advantage of others to get ahead.
You think people should generally rely more on themselves than on others.Hard-heartedSympathyEmpatheticYou feel what others feel and are compassionate toward them.
You are wary of other people's intentions and do not trust easily.Cautious of othersTrustTrusting of othersYou believe the best of others and trust people easily.


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