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Computational personality analysis : introduction, practical applications and novel directions
Neuman Y., Springer International Publishing, New York, NY, 2016. 120 pp. Type: Book (978-3-319424-58-3)
Date Reviewed: Mar 9 2017

Reading this book reminded me of an old joke. A man goes to see a fortuneteller on his 30th birthday to learn about his fate and future. After some analysis and contemplation, she says, “You will be lonely and poor until you are 50.” He ponders her statement for a moment before asking, cautiously, “Then what?” Her response is at the end of this review.

Computational personality analysis is a cautionary tale.

It’s a small scholarly and pragmatic book about the current state of the art of automatic personality analysis performed by computers. Written by Yair Neuman, a prominent scholar in the field, it summarizes the psychological theories and computer science behind the curtain. Additionally, it critically examines a number of practical applications, including how to find a perpetrator, profiling a political leader, and identifying psychopaths. The book concludes with a careful discussion of the road ahead and ethical considerations. It is essential reading for researchers and practitioners alike.

Moving from descriptive analytics, the emerging state of practice, from predictive to prescriptive comes with risks [1]. Readers interested in learning more, getting involved, and leading the way with this innovation can and should start now.

An easy way to begin is to try IBM’s Chef Watson, a “cognitive chef” [2]. My dinner companion was impressed by the unique dishes, recommended by Chef Watson, that I recently prepared.

More directly to the topic of this book, try the IBM Watson Personality Insights service [3]. Here is a summary of its analysis of me:

You are a bit critical. You are trusting of others: you believe the best in others and trust people easily. You are self-controlled: you have control over your desires, which are not particularly intense. And you are assertive: you tend to speak up and take charge of situations, and you are comfortable leading groups. Your choices are driven by a desire for connectedness. You are relatively unconcerned with both tradition and taking pleasure in life. You care more about making your own path than following what others have done. And you prefer activities with a purpose greater than just personal enjoyment.

According to IBM Watson Personality Insights, I’m likely to volunteer for social causes, like documentary movies, and prefer quality when buying clothes. I’m unlikely to be influenced by family when making product purchases, attend live musical events, or like adventure movies. There is some truth to this.

Human resources (HR) professionals interested in considering certified public accountant (CPA) innovation projects for human capital management and HR information technology (IT) should see [4]. Researchers should review [5].

Let’s get cooking and create a future in which humans and cognitive systems work together.

(The fortuneteller responded, carefully, “You will get used to it.”)

Reviewer:  Ernest Hughes Review #: CR145112 (1705-0260)
1) Butler, D. When Google got flu wrong. Nature 494, 7436(2013), 155–156.http://www.nature.com/news/when-google-got-flu-wrong-1.12413.
2) IBM Chef Watson with Bon Appetit, https://www.ibmchefwatson.com/community (03/03/2017).
3) IBM Watson Personality Insights, https://personality-insights-livedemo.mybluemix.net/ (03/03/2017).
4) Fitz-enz, J.; Mattox, J., II Predictive analytics for human resources. Wiley, New York, NY, 2014, http://www.wiley.com/WileyCDA/WileyTitle/productCd-1118893670.html.
5) MyPersonality Project, http://mypersonality.org/wiki/doku.php?id=wcpr13 (03/03/2017).
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