PSYCHOMETRIC PROFILING
A NEW TECHNOLOGY
Psychometric profiling with chatbots
Psychometric profiling is a technique used in psychology which consists in the use of psychological tests to bring out the personality traits of an individual.
Psychometric profiling may be applied in business functions such as marketing, sales, HR management, etc.
Thanks to artificial intelligence, it is possible to integrate the profiling capability in virtual assistants.
A chatbot can provide psychometric profiling support in many ways. In particular, a chatbot can detect the main personality traits of the user during the conversation and collect information about his preferences, behaviors, and motivations.
why doing psychometric profiling
1. To allow our customers to get to know their interlocutors and guarantee a personalized experience in the most appropriate language.
2. To prepare a common ground communication to put the user at ease.
3. To gain a competitive advantage in terms of conversion capacity and engagement.
How to do psychometric profiling
Psychometric profiling techniques involve the use of tools such as Big Five models (OCEAN), Life satisfaction, Schwartz Values, IQ etc.
In the digital sphere, the most widespread profiling tool is cookie-based behavior tracking.
Profiling does not mean tracing.
Psychometric profiling makes it possible to detect the main personality traits of the interlocutor in order to adapt one’s communication choices accordingly.
Unlike content-based profiling options, psychometric profiling is behavior-based.
SENTIMENT ANALYSIS
|
| Photograph the situation of the moment, does not give indications of behavior, high risk of bias |
CONTENT WORDS ANALYSIS |
| Content-based analysis conversation (what I say) (+ complex, – reliable) Limited real-time use |
FUNCTION WORDS ANALYSIS |
| Analysis based on “how I speak” Real-time performances High accuracy Bias independent (+simple and +reliable) |
Content-based profiling options have two weaknesses:
Limited real-time usage capabilities
Low reliability
Existing alternatives such as sentiment analysis, on the other hand, do not provide enough information to help determine expected behavior nor the next best action.
Unlike sentiment analysis, which is limited to capturing the snapshot of the moment, psychometric profiling is based on the analysis of “function words”, i.e. words that express “the way we speak”.
The analysis of “function words” differs from the analysis of “content words”, i.e. the words that identify “what” we are talking about.
In particular, the greater frequency of “function words” within texts and speech allows real-time profiling within a few rounds of conversation, in an extremely accurate and bias-free manner.
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where does psychometric profiling apply?
messages
crm
Psychometric profiling can be applied to both short and long texts, as well as CRM personal data.
- Short messages (messages via chatbots and live chats, telephone recordings)
- Long texts (emails, web pages, documents)
- Personal data (domain, email, CRM data)
It can be used both stand alone and integrated within virtual assistants.
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“PortAIt” is the result of 12 years of research by the Massachusetts Institute of Technology. The research used a data set of over 20,000 profiles carried out with ordinary techniques, such as the Big Five models (OCEAN), Life satisfaction, Schwartz Values, IQ, which were used as control tests to verify the quality of the algorithm.
The result is a real-time profiling technology capable of returning more than 80 psychometric traits relating to people’s attitudes, personalities, behaviors and values.
For example, it is possible to understand how much importance the interlocutor attributes to topics such as loyalty or sustainability, verify the willingness to pay debts or the desire to be insured, have an indication of how much a person wants to feel part of a group or prefers to stand out from the others. Based on this information, you can choose the language, approach and content that are in tune with the interlocutor and personalize the relationship, making it more engaging and effective.
use case
A well-known Italian fashion brand has applied PortrAIt’s psychometric profiling technology to their Facebook retargeting campaigns.
Two groups have been created:
- Followers who had liked the contents of the page
- Followers profiled using Facebook profile content
The first group was sent a generic campaign, while the second group received content targeted to their psychometric profile.
The second target recorded a 50% increase in sales.
Results
The psychometric profiling of PortrAIt returns results with a reliability of 72%
This allows you to benefit from a competitive advantage in terms of conversion rate, personalization of the user experience and optimization of results.
%
Profiling reliability
%
Sales increase
+80 psychometric profiles detected
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HANDOVER
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