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Perspective: Watson Personality Insights in Action — Its Read on Presidential Candidates' Personalities

In This Perspective
Introduction
Context Is Critical
Watson Personality Insights' "Read on" Candidates' Personalities
Watson Personality Insights' Decomposition of Personality Attributes
Pass the Salt
Opportunities: Understanding the Psychology of a Brand Voice
Watson on Watson
Learn More
Related Research

Perspective: Watson Personality Insights in Action — Its Read on Presidential Candidates' Personalities

This IDC Retail Insights Perspective examines a new class of cognitive/AI software — natural language processing analytics focused on understanding the personality behind unstructured text. That personality might be any public or social figure, a brand, or some form of commercial speech. In this instance, we had IBM Watson Personality Insights assess the personalities of the Democratic and Republican presidential nominees by applying linguistic analytics and personality theory to their convention acceptance speeches. We recount Watson's findings, identify important caveats, and assess how this type of analysis can help retailers improve their brand voice, customer interactions, and B2B corporate communications.

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