Personality calculation on Cubeyou is based on the Big Five Personality model that defines human personality based on five factors that are: 

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.

Click on this link to see the full Cambridge study.


The concept of the "Big Five" personality traits is taken from psychology and includes five broad domains that describe personality. These five personality traits are:

  • 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: they 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: they 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