BMN is building out a suite of Cognitive Insights API’s that allow you to build cognitive user profiles about a person including detection of personality, emotional state, demographics, life stage and values. Our current Beta version is focused on personality detection.

Based on a Personality REST API, Cognitive Insights: Personality is built around an advanced computational linguistics algorithm that analyzes input from social media text, SMS or other forms of online communication. Cognitive Insights: Personality can predict the personality of the text’s author.

This API measures personality along the dimensions of the Big Five Personality Inventory: extraversion, emotional stability, agreeableness, conscientiousness, and openness. The engine determines a person’s level of correlation to each of the Big Five personality traits.

The Big Five Personality Traits are closely linked to real world behavior. At BMN, we identified numerous use cases for the Cognitive Insights: API related to applied research on the topic of personality, some of which are listed below.

Human Resources

Did you know that the average cost of replacing a bad hire is 1.5-times the worker’s salary and benefits?

Our CI – Personality saves you this cost incurrence. It allows you to learn about specific attributes of a potential hire that might not be obvious from a brief phone call, or their resume. Learning this information can have a big impact on the success of the potential hire, as well as the success of your team. Some examples for how personality traits affect team performance:

• Traits like Extraversion and Openness are shown to be more suitable for management and sales but less so for professionals and skilled/semi-skilled laborers.
• Agreeableness and Emotional Stability have lesser impacts on occupational performance.^[1]
• Conscientiousness most positively predicted intrinsic and extrinsic success. Evidence also supported that Conscientiousness in the work place is linked to effective job seeking behavior, attendance, retention, and overall job performance.^[2]

 

Marketing and Advertising

Targeted ads command a price premium of 2.7-times that of non-targeted ads. Our CI – Personality can help you achieve this focused positioning.

BMN’s CI – Personality will more meaningfully target your consumers by allowing you to understand them, and not just track their behavior. Personality traits are shown to have predictable patterns related to self-esteem, socio-sexuality, and national personality profiles – three areas often used in current marketing techniques:

• Data garnered interesting results including that people from the regions of South America and East Asia had significantly lower Extraversion tendencies compared to those in the other parts of the world.
• Geographic closeness showed similar personality patterns. Participants from Greece and Cyprus showed similar personality trends of Agreeableness and German and Austrian participants showed similar trends in Conscientiousness.

This confirms that there is a direct correlation connecting location and culture to personality.^[3]

Consequently, BMN’s CI – Personality will allow you to meaningfully target consumers without looking for geographical data.

 

Dating

Using CI – Personality, you can add a new dimension to predicting dating compatibility.

• Qualitative data revealed the couple’s climate and personality were related to individual satisfaction with the relationship.
• Studies relate the interpersonal dynamics of a couple and their satisfaction with the relationship.^[4]

 

Content filtering

Match content more effectively by looking at personality traits. Personality traits are a cross-cultural phenomenon, so your results will generalize to many different populations. This leads to greater satisfaction of your users and better results for your company.

• The inclusion of Agreeableness, Conscientiousness, and Openness is what makes the Big Five so successful in cross-cultural filtering in comparison to other models.
• These causal dispositions provide a unique opportunity for the cross-cultural validation of filtering based personality trait concepts.^[5]

 

Cofounder selection

Teams comprised of people with an optimal combination of personality traits outperform teams with personality patterns that differ from this combination by approximately 80%. Use CI – Personality to know what your strengths are, and what you should look for in a creative partner.

• Teams lead by moderate levels of Extraversion, high levels of Openness, and high levels of Conscientiousness perform significantly better on innovative tasks.
• Extraversion in a team leader also increases the quantity of creative ideas generated and average level of creativity of the team overall.^[6]