How It Works

Logic and Loads of Research

THE WORLDWIDE TREND OF DATA-CENTRIC PROFILING

THE RISE OF ALGORITHMIC PERSONALITY PROFILING

The downsides to traditional personality profiling models, such as its reliance on questionnaires, truthfulness of participant, situational mood of participant and their basis on theoretical models all make it difficult to fully believe and implement meaningful business strategies based on personalities.

That is why a data centric model is highly desired. Data does not lie. The time is ripe as the technology to process big data is maturing and the methodology is gaining acceptance by corporations worldwide. The application in advertising, law enforcing, weather forecasting, financial market prediction, agriculture, etc. are all part of this growing trend. This also gave the rise of algorithmic personality profiling – the combination of both big data and psychology personality profiling.

When it comes to data collection for personality profiling, a quantifiable variable must be used.

USING TRAITS AS A STANDARD

WHAT ARE THEY AND WHY WE USE THEM

To understand traits, the term ‘behaviour’ must first be addressed. The term ‘behaviour’ is used to specify observable actions of an individual, such as the way things are done, the speech, the attire, the non-verbal actions, the tonality and the expression of contents. When a person keeps behaving in a similar manner consistently, a pattern is formed, and this pattern is known as a trait. People’s behaviours are typically consistent over long periods of time.

The emphasis here is being ‘typical’, as anyone may act out of character or in a unique manner depending on the situation. It is also important to understand that all traits are neutral. There is no single trait that is better than any other. The difference in its usefulness only surface when considering the situation, the role of the person in the situation, the person’s unique personal experiences, and the intensity of the trait the person is capable of mustering.

Due to its consistency and neutral stance, traits is used as a standard when determining the personality of an individual for psychologists and a profiling tool such as Pretics. As to data collection for personality profiling, the Big 5 paradigm is the gold standard.

THE BIG 5 PERSONALITY PARADIGM

AN INTRODUCTION

Trait theories of personality have long attempted to pin down exactly how many personality traits exist. Earlier theories have suggested a various number of possible traits, including Gordon Allport’s list of 4,000 personality traits, Raymond Cattell’s 16 personality factors, and Hans Eysenck’s three-factor theory. Today, researchers believe that they are five core personality traits (openness to experience, conscientiousness, extraversion, agreeableness, and neuroticism, often listed under the acronyms OCEAN or CANOE). Evidence of this theory has been growing over the past 50 years, beginning with the research of D. W. Fiske (1949) and later expanded upon by other researchers including Norman (1967), Smith (1967), Goldberg (1981), and McCrae & Costa (1987).

McCrae and his colleagues have also found that the big five traits are also remarkably universal. One study that looked at people from more than 50 different cultures found that the five dimensions could be accurately used to describe personality. Based on this research, many psychologists now believe that the five personality dimensions are not only universal, they also have biological origins. Psychologist David Buss has proposed that an evolutionary explanation for these five core personality traits, suggesting that these personality traits represent the most important qualities that shape our social landscape.

Openness

Openness refers to the appreciation for unusual ideas, imagination, curiosity, and variety of experience.

Conscientiousness

This refers to high levels of thoughtfulness, with good impulse control and goal-directed behaviours.

Extraversion

Extraversion is characterized by excitability, sociability, talkativeness and emotional expressiveness.

Agreeableness

Agreeableness refers to attributes such as trust, kindness, affection and other prosocial behaviours.

Neuroticism

Neuroticism is a trait characterized by sadness, moodiness, and emotional instability.

THE PRETICS APPROACH

A 3-IN-1 ALGORITHM

We at Pretics have our own proprietary method to roll three different algorithms into one. The reason why there are three algorithms in the first place is because each of the algorithm is in-charged of analysing different data. Firstly is the validity and reliability of our base personality data. Secondly is the uniqueness of individual countries. Thirdly is an algorithm to scrap online for any personal data a person leaves behind in the digital world. By combining all three algorithms, Pretics is born.

ASSESSMENT DATA ANALYSIS

DATA COLLECTION AND ANALYSIS

Over 12 years of research, Pretics had collected over 270 million data points from participants all over the world. The dataset is so huge that none of our competitors comes close. With such a huge dataset, the analysis of the Big 5 paradigm led us to realise that there are certain patterns in how people think, act and communicate. We name them the Eight Chief Character Types or ECCT.

COUNTRY-SPECIFIC ANALYSIS

ALL COUNTRIES ARE DIFFERENT

While it may seem that neighbouring countries are similar, the fact is that they are more often than not vastly different in cultures and languages. Analysing culture, financial situation, societal expectations, education level, etc. will let us know a lot about people from the specific country. This is why Pretics takes country-specific differences seriously.

PERSONAL ANALYSIS

TARGETING A SINGLE PERSON

We are not stereotyping anyone, so in order to know an individual, we need to use personal identifiable information so the data scrapped through the internet will be from the correct person. The algorithm will then analyse, targeting what behaviour tendencies based on the data that were found in the digital realm.

TRULY NON-INVASIVE INFORMATION

PERSONAL DATA IS THE NEW ECONOMIC ASSET

Pretics uses non-invasive information. These information are easily available and freely shared. Once the information are entered, the three-in-one Pretics algorithm will process them and determine the individual’s traits.

Input information for Pretics:

  • Name *
  • Country *
  • Phone Number *
  • Email Address *
  • Gender
  • Age
  • Education
  • Religion

* Required Information

THE EIGHT CHIEF CHARACTER TYPES (ECCT)

THE PATTERN SEEN FROM BIG DATA ANALYTICS

From our own research, we discovered that there is a latent pattern of traits that manifest in people. These hidden patterns are found that certain traits tend to manifest together. We classified them together and found that they fall into eight categories. The model is then coined the Eight Chief Character Types (ECCT), named after common office equipment corresponding to the characteristics they portrayed. Below is just all but a short description of the ECCT.

CALENDAR TYPE

A Short Description

They are creative and goal oriented. They prefer premium product brands which highlight difference, sensation, adventure, indulgence and luxury. Their fresh ideas and outspokenness often allows them to lead the conversation. However, they may come as overbearing for people who are resistant to new ideas and may seem rebellious in a structured environment.

COMPUTER TYPE

A Short Description

They are authoritative and organised. They prefer familiar brands that are stable with quality that project their personality. The COMPUTER types are organized, prefer tried-and-tested methods and usually display their strength using strong words in conversations. However, they may appear to be insensitive to people who are non-task oriented and may appear rigid as well.

IN-OUT TRAY TYPE

A Short Description

They value time and freedom. They prefer premium brands that bear symbol of status and power. The IN-OUT TRAY type people are incredibly innovative. They weigh the pros and cons before deciding and prefers to enlist an indirect approach in conversation. However, they may seem un-excitable for people who want to excite them and indecisive as they analyse each possibility.

MUG TYPE

A Short Description

They like novelty products and ideas. They prefer finer things and luxuries in life, enjoying anything that is new, different and classy. The MUG types prefer to use subtle techniques when influencing others. Their openness to any ideas or concepts allows them to be at ease with any topic. However, they may have idealistic expectations and tend to want to ‘game the system’.

PHOTO-FRAME TYPE

A Short Description

They are careful and practical. They prefer familiar methods in problem-solving and established brands that had good reputation.  The PHOTO-FRAME types are thoughtful and supportive, always careful not to harm others. Their dutiful and reliable attitude usually makes them one of the most likeable person. However, they may appear weak and mindless to people who are ambitious.

PRINTER TYPE

A Short Description

They are practical and have high regard for competency and skill. They prefer established brands that stress on safety, familiarity and value. The PRINTER types are meticulous and do things step-by-step. Their directive style during conversation often allows them to take charge of the conversation. However, they may seem egotistical for people who prefer a laissez faire style in the line work.

STATIONERY-HOLDER TYPE

A Short Description

They like to be pampered and are easily tempted by elegant and fanciful packaging. They are image, style, and fashion conscious. The STATIONERY-HOLDER types are amiable and compassionate towards others. Their unique blend of inquisitive yet careful ideology that values traditions often surprises others. However, they may be gullible and tend to forge intense attachments easily.

TELEPHONE TYPE

A Short Description

They are inclined to spend on prestige products and services. The TELEPHONE types are outgoing and friendly, which shines in conversations. Their flexible attitude makes them adapt to change relatively easily. However, their willingness to share may not be appreciated by those who prefer to be left alone.

INFORMATION IS POWER

THERE IS MORE PRETICS CAN PROVIDE

We will not shy away from telling you that the Pretics algorithm has so much to offer that there isn’t enough space to list them all down one by one. In fact, in order not to overwhelm anyone, we had neatly organised the information into 20 categories which you may see below. Within each of these 20 categories, we had further drilled down to clusters of useful information for a specific situation, such as specifically for sales or management.

Signature Traits

Some traits always show when you meet a person, this is how this person is to customed to be.

Personal Strengths

There are always talents in a person. Everyone will have their own strengths waiting to be unleashed.

Personal Weaknesses

There are certain issues you will not want someone to handle, it is always wise to know what they are.

Thought Process

Knowing how a person would perceive your idea would allow you to better craft your plan.

Behavioural Tendency

People usually act in similar and familiar manner, whether to take a leap of faith or with a safety harness.

Expression

Engaging a person who is outgoing and a person who controls their own emotions is totally different.

Tonality

Effectively engaging a person who is commanding and someone who is indirect requires different techniques.

Risk Tolerance

To do it or not to do, that is the question. How a person percieves risk can alter your course of action.

Choice Preference

Giving your client the choice to customise may not be a good idea, a package would be more appealing.

Personal Vision

Make your offer depending on if the emphasis is on the grand idea or immeditate gratification.

Personal Focus

Different people have different values, you should always communicate with what will appeal.

Main Appeal

Not everyone is enticed by the way you present, depending on who, facts or stories are more important.

Leadership Style

Not every lead in the same way. Efficiency of various leadership styles depends on the situation.

Preferred Work Type

Different people thrive in different work environments. Company culture follows from people working there.

Performance Type

There is a pattern that people will always follow when they work. This is how they usually perform.

Empowerment Factor

Everyone needs that push every once in a while, knowing what it is brings you to a whole new level.

Efficiency Aid

Everyone has something they need help in. Once they have this out of the way, they will start flying.

Motivation Factor

Everyone needs a push, and they will start flying when they get pushed in the right direction.

Exclusivity

While being exclusive has its alluring charm, not everyone will be attracted to the same exclusive style.

Learning Environment

At a noisy cafe or a quiet library, people learn best in different environments.

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