# Audiense Insights functionalities

​​Identify, understand, and activate the audiences that matter most to you. **Audiense Insights** empowers you to utilise social data to gain a deeper understanding of your most valuable audience segments, old and new, intelligently.

##### Functionalities

#### **Understand the Audience’s Personality**

Personality insights reveal the psychological inclinations of an audience to uncover a deep understanding of people’s personality characteristics, needs, and values with the end goal of driving personalization.

We’ve partnered with IBM Watson to create this service. When we study the personality of an audience, we analyse the content posted by the segments. After inferring each of their personality traits, we then calculate the average traits for the entire audience which allows us to understand the unique characteristics of the audience as a whole.

There are two main categories of information:

- The Big Five OCEAN personality types which represent broad domains of human behaviour and account for differences in both personality and decision making.
- What drives them:

**Needs** – The aspects of a product that is likely to resonate with the audience

**Values** – The motivation factors that influence their decision-making

#### **How have previous clients used personality insights?**

Unlocking Personality-based recommendations for effective messaging (in terms of tone-of-voice, aesthetics, semiotics, language, and brand position) based on each extreme (high and low) represented in the Big Five personality traits.

Other use cases include:

- Direct the type of content that you are creating (ie: infographics vs ebooks)
- Create a content marketing strategy that reflects your audience’s personality.
- Understand other consumer traits or tendencies.

#### **Buying mindset**

Through IBM Watson, we provide insights from social media, enterprise data, and other digital communications. The service uses linguistic analytics to infer individuals' intrinsic personality characteristics from digital communications such as email, text messages, tweets, and forum posts. It infers portraits of individuals that reflect their personality characteristics.

Based on the personality characteristics that are inferred from the input text, the service can also return an indication of the user's consumption preferences.

Consumption preferences indicate the user's likelihood to pursue different products, services, and activities.

## Audiense resources

[eBooks](https://www.audiense.com/products/audiense-insights/personality-insights#w-tabs-0-data-w-pane-0) [Webinars](https://www.audiense.com/products/audiense-insights/personality-insights#w-tabs-0-data-w-pane-1) [Customer Stories](https://www.audiense.com/products/audiense-insights/personality-insights#w-tabs-0-data-w-pane-2) [Trend Analysis](https://www.audiense.com/products/audiense-insights/personality-insights#w-tabs-0-data-w-pane-3) [Top Picks](https://www.audiense.com/products/audiense-insights/personality-insights#w-tabs-0-data-w-pane-4)

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**Audience Analysis: The Ultimate Guide for Marketers in 2022** \
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Download eBook >](https://resources.audiense.com/ebooks/audience-analysis-the-ultimate-guide-for-marketers-in-2022?hsLang=en) \
**How to improve performance with Audience - First SEO** \
\
Download eBook >](https://resources.audiense.com/ebooks/how-to-improve-performance-with-audience-first-seo) \
**Complete Guide: How to Build the Best Buyer Persona** \
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Download eBook >](https://resources.audiense.com/ebooks/complete-guide-build-the-best-buyer-persona?hsLang=en)

### FAQs

How we are different to other alternatives

What’s the difference between audience intelligence and social listening?

Do you plan to build … in Audiense?

Can I get Insights on any audience?

My audience speaks a particular language, what limitations will there be in Audiense?

What are your data sources?

What’s the difference between segmentation and filtering?