Yesterday I finished reading a series of articles by IBM, in Chinese translation. The articles pertain to a commercial service called Personality Insights. The service helps companies find the right customers by analyzing text posted on Twitter and other social media platforms.
IBM claims it can predict human behavior by looking at Tweets. The Personality Insights service creates psychological profiles of Twitter users based on the words they use on the platform. According to the research that underlies Personality Insights, the words that people choose reveal aspects of their personality. By studying a person’s words, IBM can predict if that person is altruistic, trusting, orderly, self-disciplined, assertive, excitement-seeking, prone to worry or anger, artistic, intellectual, and more. The words people choose also reveal their needs and values. IBM claims it can predict if a person is likely to use credit cards when making a purchase, is susceptible to impulse buying, is likely to buy environmentally-friendly products or eat organic foods, is likely to start their own business, is likely to invest in a start-up, what kind of books and movies the person likes, etc.
Here is the sales pitch, in IBM’s own words:
通过Personality Insights 服务，企业可以将这一构想变成现实。通过利用企业和社交媒体数据的组合，企业可以应用分析来更深入地研究个人客户的特质。企业可以将这些结果用于更高质量的潜在客户开发、更精细的客户细分以及相关性和个性化都更高的专注市场营销。
The IBM Cloud website contains a demo of the Personality Insights service. I tried out the demo using some Tweets and other texts I wrote. I was unnerved but not surprised at how accurately the service predicted my personality. Maybe IBM predicted that, too.
Here’s a link to the demo:
Since my last blog post I have also read three short works by 丁玲. The first work is《彭德怀速写》. It is a brief 1936 paean to celebrated CCP general Peng Dehuai. The second work is 《我怎样飞向了自由的天地》. It is a 1946 autobiographical essay. In the essay, 丁玲 writes on a number of topics: the May Fourth Movement, two feminist comrades that inspired her, her relationship with her mother, and her literary beginnings. The third work I read is 《夜》. It is a 1941 short story about a husband and a wife and their relationship in trying times.
The Personality Insights articles can be found on the IBM Cloud website. The website contains numerous articles; I read those describing and marketing the service, and explaining the personality research that undergirds it. Those articles are titled《关于》,《个性模型》,《大五类人格 - 随和性》,《大五类人格 - 尽责性》,《大五类人格 - 外倾性》,《大五类人格 - 情绪程度》,《大五类人格 - 开放性》,《需求》,《价值观》,《消费偏好》,《用例》,《使用指南》,《服务实战》,《服务背后的科学》, and《研究参考资料》. Here is a link:
Text of 《彭德怀速写》:
Text of 《我怎样飞向了自由的天地》:
Characters read this year: 92,142
Characters left to read this year: 907,858
Percent of goal completed: 9.2%
List of things read:
《三八节有感》by 丁玲 (2,370 characters)
《我在霞村的时候》by 丁玲 (10,754 characters)
《在延安文艺座谈会上的讲话》by 毛泽东 (18,276 characters)
《自杀日记》by 丁玲 (4,567 characters)
《我没有自己的名字》by 余华 (8,416 characters)
《手》by 萧红 (7,477 characters)
《牛》by 沈从文 (8,097 characters)
《彭德怀速写》by 丁玲 (693 characters)
《我怎样飞向了自由的天地》by 丁玲 (2,176 characters)
《IBM Cloud文档：Personality Insights》by IBM (25,098 characters)
《夜》by 丁玲 (4,218 characters)