Personality at DataSine

There’s a science to the study of personality. It can be quantified, tested and predicted. The most popular method, that is being used by the vast majority of personality scientists, is called the Five Factor Model or the Big Five Model. It is a system that organises personality around five broad traits:

The Big Five personality model

In this model, each person’s personality is a mixture of these five traits. Taking a Big Five test tells you where you fall on the spectrum for each of the dimensions. To normalise your results, you are then compared to all other people from the same age, gender, and ethnic background.

The Big Five personality model

My personality, from our Personata personality survey

For example, when I take our in-house Big Five Personality test, Personata, I am 20% Extroverted, 80% Open-Minded, 50% Conscientious, 20% Competitive and 40% Stable. This means that my behaviour will be influenced by the unique combination of each of these specific scores on the Big Five dimensions. My strongest trait is 80% open-mindedness, which means that I am interested in art, new experiences and don’t have very traditional worldviews. This description is quite different from the results you get from other personality tests, like the MBTI-test, 16PF, Enneagram, and so on. The common ground in these tests is that they each try to fit us into very discrete types. And when you categorise people by a type, you end up with a lot of people who are placed in boxes seemingly far apart, but who are actually quite similar to each other

The questionnaire that we use in our research, the BFI-2 (developed by Dr. Soto & Dr. John in 2016), is at the cutting edge of the science of personality, and has also been tested continuously for its reliability. This means that we have tested that it produces consistent personality scores when applied to the same population (or person) over time. It has also been broadly tested for its validity, meaning that this questionnaire measures exactly what it claims to measure.


Personata personality tool, as developed by DataSine

Your Big Five personality scores remain largely consistent across your lifetime, and can be used to predict numerous things: academic achievement, risk propensity, dating choices, parenting behaviour, spending behaviour, brand choices, loan repayment, communication preferences, buying preferences, social media behaviour, along with many others.

DataSine tailors customer experience

And this is exactly what the research department of DataSine, led by James, our Chief Scientist, does: predict personality and various behaviours. By running personality experiments & questionnaires on a daily basis, we are gathering an enormous amount of big data. We analyse this data using advanced machine learning algorithms. These predict how people with different personalities like to communicate, what images they like, which fonts they prefer, which colors and design they like in their emails and communications. All these factors together mean that companies can replace pseudo-marketing segmentation spam emails with individualised communication, that is tailor-made to an individual level, fit for the twenty-first century.