Computers can predict our personality traits and behaviour much better than our family and friends. That is the conclusion of a joint study by Cambridge University, England and the University of California, USA concerning the behaviour of Facebook users. The study, entitled Computer-based personality judgments are more accurate than those made by humans, was published in Proceedings of the National Academy of Sciences in the USA. More than 86,000 Facebook users completed 100-item personality questionnaires; their responses were then compared to shorter questionnaires filled in by their relatives and friends.
The researchers created an algorithm able to analyse five basic factors determining the structure of a human personality, based on what individual users "liked" on Facebook. The so-called Big Five, which psychologists use to describe personality structures, includes openness to new experience, conscientiousness, extroversion, agreeableness and emotional stability. The study concludes that the algorithm can analyse these factors much more accurately than the respondents' closest friends.
After analysing 70 clicks on the "like" button, the algorithm can describe the nature of a Facebook user more authentically than a friend or roommate. The analysis of 150 clicks showed better results than a parent, sibling or life partner.
Better personality analysis will help (not only) in recruitment
The study builds on the findings of previous research done by the afore-mentioned universities. The previous study confirmed that many psychological and demographic characteristics can be predicted by an analysis of Facebook "likes". The authors are convinced that in the future the technology of computer-based personality judging could influence whom we will elect, employ or marry.
Many companies already use personality tests in the recruitment process, especially when hiring for high-level managerial roles. The results obtained in these tests are, however, often biased and unreliable because the candidates tend to give answers they think potential employers want to hear. Therefore, it is high time for computers to help us analyse personality traits more precisely. Analysing the behaviour of candidates on social networks is one possible way of doing this.
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