Cubeyou’s psychographic traits include lifestyles and personality traits. To select an audience based on their psychographic traits, click on the psychographics tab and then use the dropdown menu to select a range of lifestyles and/or personality traits.

Within the personalities section you can select either the Big Five personality traits, or the type of content the target prefers based on their personality.

  

 


Personalities


Personality calculation on Cubeyou is based on the Big Five Personality model that defines human personality based on five factors that are: openness to experience, conscientiousness, extraversion, agreeableness and neuroticism. 


But how are these traits correlated to social behavior?

Cubeyou has collaborated with Cambridge University in the development of an algorithm that calculates personalities based on social interactions. The study was made on a panel of 58,000 people and identified patterns between the 5 personality traits and the following social behaviors:

  • Types of accounts with which a person interacts on social media: brands, media, celebrities, groups, nonprofits and causes with which the panelists interacted.

  • Pattern of engagement: whether a person interacts more using likes, shares, comments, mentions or posts.


The Big Five

  • Extraversion: a person’s level of sociability and enthusiasm. The two opposite behaviors for this dimension are:

    • outgoing/energetic: they tend to be an energetic and positive, seeks stimulation in company of others and are very talkative

    • solitary/reserved: they tend to seem quiet and less involved in the social world. But this should not be interpreted as shyness or depression; instead they are more independent of their social world than extraverts.

  • Agreeableness: a person’s level of friendliness and kindness. The two opposite behaviors for this dimension are:

    • friendly/compassionate they tend to be cooperative, trusting with other people and well tempered 

    • analytical/detached: tend to be competitive and generally unconcerned with others' well-being 

  • Conscientiousness: a person’s level of organization and work ethic. The two opposite behaviors for this dimension are:

    • efficient/organized: they tend to be dependable, show self-discipline, act dutifully, aim for achievement, and prefer planned rather than spontaneous behavior
    • easy-going/careless: they are flexible and spontaneous but sometimes can be perceived as not reliable
  • Neuroticism: a person’s your level of calmness and tranquility. The two opposite behaviors for this dimension are:

    • sensitive/nervous: are emotionally reactive and vulnerable to stress. They tend to interpret ordinary situations as threatening, and minor frustrations as hopelessly difficult
    • secure/confident: they are less easily upset and are less emotionally reactive. They tend to be calm and free from persistent negative feelings (does not mean that they experience a lot of positive feelings)
  • Openness to experience: a person’s level of creativity and curiosity. The two opposite behaviors for this dimension are:

    • inventive/curious:  they tend to be creative, curious and prefer novelty over strict routine
    • consistent/cautious: they seek to gain fulfillment through perseverance, and are characterized as pragmatic and data-driven


The Graph


With Cubeyou, you can now look at the Big Five Personality and each of the 10 opposite dimensions of personality in an easier to read graph/list. The graph to the left below, will list the five core personality traits and the opposite behaviors for each dimension. This will better help you visualize where on the spectrum your target falls under. 

 

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