Using personality-driven insight for accurate consumer targeting (Part 2/3)

By Summit | Monday 24th June 2013

Men, women and groups of individuals can all be accurately targeted by retailers using consumer insights from personality profiles generated from Facebook data.

This is the second part in a three part presentation by Michal Kosinski, Director of Operations at Cambridge University Psychometrics Centre.

This video builds on the groundwork in Part 1 and introduces an astounding breadth of insight and targeting, made possible using questionnaires offered to Facebook users. This is the trade-off that restores the ethical balance: give users something of value – users love finding out about their personality – and they’ll consent to you using their data.


Part 1: An introduction to the potential of personality-driven insights, psychological profiling and obtaining data from Facebook by offering personality profiles through online questionnaire.

Part 2: An explanation of how personality profiles of individuals and groups can be used by retailers to target customers with much greater accuracy.

Part 3: Michal expands on the different ways in which men, women and groups of individuals can be targeted by retailers according to powerful psychometric analysis.

This Q&A session was delivered during the 2013 eCommerce Futures Conference, held on Wednesday 12th June at the British Museum.

There’s a vast amount of insight in each of Michal Kosinski’s three videos, so to help you find what you’re looking for, reference and share it, we’ve broken down the video content into timings.

Presentation Highlights
00’45”: Psychological profiles of consumers
02.26″: Psychological profiles of groups
04’04”: Examples of what group profiles tell us
09’40”: Targeting using psychometric profiling
11’54”: Build your own predictive model

Go to Part 1 & Part 3 for more valuable insights.