Predicting personality with AI

Staff
April 23, 2021

Darwin Ecosystem is a Digimax Global wholly owned subsidiary that offers the Projected Personality Interpreter® (“PPI”).  It is tailored to a wide range of organizations to enable them to conduct a thoughtful and enterprise-wide personality analysis using artificial intelligence and advanced analytics.

With the PPI, a simple questionnaire is deployed to employees asking them to answer a set of questions in their own words. The results are then analyzed by our proprietary AI engine to provide the most comprehensive inventory of your workforce’s personality, while revealing the overall composition of an organization’s culture.

The PPI leverages an advanced artificial intelligence psychology algorithm to extract the thinking style, personality, social connections, and emotional state buried in the human language. The algorithm is based on extensive and proven research in the fields of psychology, psycholinguistics, and marketing to infer the Big Five dimensions and facets, needs, and values.

The results are then used by the PPI to infer and outline behavioral characteristics and recommendations. The PPI recipe module empowers subject matter experts to tailor solutions towards a given purpose for a designated individual or population. The ability to establish cross-population and individual progress for comparative analytics offers scalable decision-support capabilities.

Benefits

  • Reduce Attrition
  • Improve Placement
  • Detect Personas
  • Remove Bias from the process
  • Improve Employee Engagement

Understanding the Science Behind the Personality Models

The Big Five is one of the best studies of the personality models developed by psychologists (Costa & McCrae, 1992, and Norman, 1963). It is the most widely used personality model to describe how a person generally engages with the world. The PPI computes the five dimensions and thirty facets of the model that were described earlier in this documentation. The dimensions are often referred to by the mnemonic OCEAN, where O stands for Openness, C for Conscientiousness, E for Extraversion, A for Agreeableness, and N for Neuroticism. Because the term Neuroticism can have a specific clinical meaning, the PPI presents those insights under the more generally applicable heading Emotional Range.

Needs are an important aspect of human behavior. Research literature suggests that several types of human needs are universal and directly influence consumer behavior (Kotler & Armstrong, 2013, and Ford, 2005).

Values convey what is most important to an individual. They are "desirable, trans-situational goals, varying in importance, that serve as guiding principles in people's lives" (Schwartz, 2006). Schwartz summarizes five features that are common to all values:

  • Values are beliefs.
  • Values are a motivational construct.
  • Values transcend specific actions and situations.
  • Values guide the selection or evaluation of actions, policies, people, and events.
  • Values vary by relative importance and can be ranked accordingly.

The PPI computes the five basic human values proposed by Schwartz and validated in more than twenty countries (Schwartz, 1992).

The Big 5 Personality Traits Explained

1.  Openness - If you possess a high openness score, you are open to all the original and complex things life has to offer, both experientially and mentally. The opposite of openness to experience is close-mindedness.

2.  Conscientiousness – Essentially means good impulse control, which enables individuals to fulfill tasks and meet goals. Conscientious behavior includes planning and organization, delaying gratification, avoiding compulsive action, and following cultural norms. The opposite of conscientiousness is lack of direction.

3.  Extraversion – Involves individuals who draw their energy from their interactions with the social world. Extraverts are sociable, talkative, and outgoing in nature. The opposite of extraversion is introversion.

4.  Agreeableness - Refers to a positive and altruistic orientation. This trait enables individuals to see the best in others, trust others, and display prosocial behaviors. The opposite of agreeableness is antagonism.

5.  Emotional Range - Refers to the individual’s emotional range and includes experiences like feeling anxious, depressed, and susceptible to stress. The opposite of the Emotional Range is emotional stability.

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