“We continue to shape our personality all our life. If we knew ourselves perfectly, we should die.”
This paper entitled “Predicting people personality using novel mobile phone-based metrics” by de Montjoye, et al provides evidence that user personality can be predicted with reliability* from CDR (Call Data Record) data that’s available to all mobile operators and all types of phones without needing any custom applications installed.
Given that there are 6.8 billion mobile subscriptions worldwide (as estimated by The International Telecommunication Union in February 2013), that’s billions of personalities that could be analysed by BSS world-wide, including yours and mine.
What purpose could this information be put to in turn, especially when carriers have the ability to link it with real-time locational data on a per-user basis? I’m sure there are lots of marketing experts around the world who will have many ideas.
* At a reliability of 42% better than random