'Psychometrics Predicting Behaviour, In Theory and In Practice' Dr David Stillwell & Dr Stephen Haggard, Cambridge Personality Research
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Psychometrics predicting behaviour, in theory and in practice This two-part talk, the first will look at how personality influences behaviour in social media, tracing the limits and analysis and prediction and comparing to behavioural and keyword targeting. The second part will take a practical look at how data this type of technique can be used to obtain psychological insights and targeting strategies for any key brands or audiences. Find more info at: http://chinwag.com/insight/psychology
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'Psychometrics Predicting Behaviour, In Theory and In Practice' Dr David Stillwell & Dr Stephen Haggard, Cambridge Personality Research
- 1. David Stillwell Stephen Haggard david@mypersonality.org stephen@mypersonality.org Science Director Business Director Research Associate – The Psychometrics Centre, Cambridge University
- 2. myPersonality • Running since June 2007 • Allows Facebook users to take real psychological questionnaires and receive feedback on their results • Have data for ~6.5m users • Used by hundreds of people every day • 25+ reliable and valid questionnaires available • Users can opt in to sharing their FB profile data https://apps.facebook.com/mypersonality
- 3. Why Five? 1. The Lexical Hypothesis 2. It Works.
- 6. Films liked by Ages 30+ Introverts Male Female •Firefly •Girl, Interrupted •Star Wars •Labyrinth •The Last Samurai •Love Actually •Sin City •16 Candles •Kill Bill •Eat Pray Love •Pulp Fiction •Grease •Dumb and Dumber •Dirty Dancing •Super Troopers •Madea Extraverts
- 7. Psychology-based working gives leverage in social network missions Application: Facebook ad targeting stable patterns emerge early in campaigns accessible through standard inputs eg keywords, adserving responds to standard techniques eg optimise blend with other approaches behavioural, social-dem, creative
- 8. Case Study: Fanning Campaign • Client : insurance retail brand: student’s room insurance product • Target: 60mn impressions to 16-17 y.o. pre- college FB Users • Method: display ads promoting FB “Win £500” competition • Planning: half of spend is on personality-based target groups
- 9. Case Study: fanning campaign • Target: 60mn impressions to 16-17 y.o. pre-college • Method: display ads Client : insurance retail brand for “Win £500” Product: student room insurance competition • Planning: half of spend is on psychologically defined target groups
- 10. Success: conversions A leading Agency’s Facebook competition-entry campaign compared its in-house keyword generation system against personality-based keyword lists generated by Cambridge Personality Research Preference Tool in a full campaign of 42 mn impressions in November 2011. The top three performing segments of each method are compared. Taking conversion as the metric, target groups defined by Personality using the Preference Tool outperformed target groups defined by the Agency by an average of 45%. Note that CPM was, however, 30 % higher on average for these top-performing groups.
- 11. the downside: spreads • The spreads on conversion are wider • Psychology segments range: 2 – 35 • Agency segments range: 5 – 19 • Agencies could “game” the system • “Likers” psychodynamic – best CTRs • But client needs conscientious people - whose CTR is only marginally better than the best agency segment
- 12. BRAND INSIGHT & CREATIVE New Areas Language, tone in community content Creative & Media personalisation by psychology Brand Insight Reports Available Free to Chinwag delegates
- 13. David Stillwell Stephen Haggard david@mypersonality.org stephen@mypersonality.org Science Director Business Director Research Associate – The Psychometrics Centre, Cambridge University
Notas do Editor
- 16PF, MBTI with 4 factors The first major inquiry into the lexical hypothesis was made by Sir Francis Galton . [40] This is the idea that the most salient and socially relevant personality differences in people’s lives will eventually become encoded into language. The hypothesis further suggests that by sampling language, it is possible to derive a comprehensive taxonomy of human personality traits. In 1936, Gordon Allport and H. S. Odbert put this hypothesis into practice. [41] They worked through two of the most comprehensive dictionaries of the English language available at the time and extracted 17,953 personality-describing words. They then reduced this gigantic list to 4,504 adjectives which they believed were descriptive of observable and relatively permanent traits.