Bluemix上のWatsonには、自然言語処理を活用したPersonality Insightsというサービスがあります。これは、適当な文章を与えると、その文章を分析して、著者に関するプロファイリングを行う、つまりパーソナリティ(性格)についての洞察(insights)を与えてくれるというものです。
準備
以下は準備してあるものとします。
- IBM ID (Bluemixアカウント)
- cfコマンドのインストール
Personality-Insightsサービスの作成
# cfの接続先としてBluemixを指定
$ cf api https://api.ng.bluemix.net
# cfにログイン
$ cf login -u <ユーザ名>
# Personality-Insightsサービスを確認
# サービスの名前とプランを確認します
$ cf marketplace | grep personality
personality_insights standard* The Watson Personality Insights derives insights from transactional and social media data to identify psychological traits
# サービスを作成(サービス名: pi)
# 「Standard」サービスはフリーではない、という注意書きがされています。
$ cf create-service personality_insights standard pi
Creating service instance pi in org <mail-address> / space <space> as <mail-address>...
OK
Attention: The plan `standard` of service `personality_insights` is not free. The instance `pi` will incur a cost. Contact your administrator if you think this is in error.
# 資格情報(サービスキー)を作成(資格情報名: pi-credentials)
$ cf create-service-key pi pi-credentials
Creating service key pi-credentials for service instance pi as <mail-address>...
OK
# 資格情報の内容を確認(username, password, urlを含むjsonが返ってきます)
$ cf service-key pi pi-credentials
Getting key pi-credentials for service instance pi as <mail-address>...
{
"password": "<password>",
"url": "<url>",
"username": "<username>"
}
2015年8月19日時点、Personality-Insightsサービスは以下のような仕様的制約があります。
- 分析できる言語(Content-Language)はスペイン語(es)および英語(en)
- レスポンスの言語(Accept-Language)は英語(en)のみ
- 唯一のプラン(standard)では、毎月100回のAPIコールまでは無償、それ以降は1コールあたり63円。
- 以前はプロファイルAPIのほかに可視化API (プロファイル結果をグラフ上に描画するAPI)がったが、現在DEPRECATEDとなっている。ドキュメントによると将来的には削除する、とのこと。
Personality-Insightsサービスの利用
それでは、curlを使ってサービスを利用してみましょう。日本語が通りませんので、戦後70年の安倍総理大臣談話 (コピー：statement-by-prime-minister-Abe-20150815.txt)を使ってみます。何度もAPIコールするのはもったいないですからファイル (personality-insights-by-watson-of-statement-by-prime-minister-Abe-20150815.json)に出力し、その後json_ppで整形してみましょう。
$ curl -u "<username>:<password>" -X POST -H "Accept: application/json" -H "Content-Type: text/plain" --data-binary @statement-by-prime-minister-Abe-20150815.txt <url>/v2/profile > personality-insights-by-watson-of-statement-by-prime-minister-Abe-20150815.json
$ cat personality-insights-by-watson-of-statement-by-prime-minister-Abe-20150815.json | json_pp
{
"word_count" : 1663,
"processed_lang" : "en",
"tree" : {
"name" : "root",
"children" : [
{
"name" : "Big 5 ",
"children" : [
{
"id" : "Openness_parent",
"children" : [
{
"sampling_error" : 0.0571496181,
"category" : "personality",
"name" : "Openness",
"percentage" : 0.985531881645297,
"id" : "Openness",
"children" : [
{
"id" : "Adventurousness",
"percentage" : 0.955298673768664,
"name" : "Adventurousness",
"sampling_error" : 0.0488113794,
"category" : "personality"
},
{
"category" : "personality",
"sampling_error" : 0.0998366943,
"percentage" : 0.592628952703858,
"name" : "Artistic interests",
"id" : "Artistic interests"
},
{
"sampling_error" : 0.0461219909,
"category" : "personality",
"name" : "Emotionality",
"percentage" : 0.251675129136317,
"id" : "Emotionality"
},
{
"sampling_error" : 0.0608295286,
"category" : "personality",
"id" : "Imagination",
"name" : "Imagination",
"percentage" : 0.930478668392966
},
{
"sampling_error" : 0.0532948824,
"category" : "personality",
"id" : "Intellect",
"percentage" : 0.980715015277147,
"name" : "Intellect"
},
{
"category" : "personality",
"sampling_error" : 0.0798135205,
"id" : "Liberalism",
"name" : "Authority-challenging",
"percentage" : 0.944000076764697
}
]
},
{
"children" : [
{
"name" : "Achievement striving",
"percentage" : 0.474981825529316,
"id" : "Achievement striving",
"category" : "personality",
"sampling_error" : 0.0945453435
},
{
"id" : "Cautiousness",
"percentage" : 0.864293617215869,
"name" : "Cautiousness",
"sampling_error" : 0.0876421328,
"category" : "personality"
},
{
"sampling_error" : 0.0579122121,
"category" : "personality",
"name" : "Dutifulness",
"percentage" : 0.357662136741296,
"id" : "Dutifulness"
},
{
"sampling_error" : 0.0672540892,
"category" : "personality",
"name" : "Orderliness",
"percentage" : 0.221788688280043,
"id" : "Orderliness"
},
{
"name" : "Self-discipline",
"percentage" : 0.533917427198465,
"id" : "Self-discipline",
"category" : "personality",
"sampling_error" : 0.0448076016
},
{
"sampling_error" : 0.0880296304,
"category" : "personality",
"percentage" : 0.95135933929905,
"name" : "Self-efficacy",
"id" : "Self-efficacy"
}
],
"id" : "Conscientiousness",
"percentage" : 0.757917285597684,
"name" : "Conscientiousness",
"sampling_error" : 0.0727038033,
"category" : "personality"
},
{
"category" : "personality",
"sampling_error" : 0.0535787226,
"percentage" : 0.268966555713819,
"name" : "Extraversion",
"id" : "Extraversion",
"children" : [
{
"sampling_error" : 0.0743274905,
"category" : "personality",
"name" : "Activity level",
"percentage" : 0.236498849668593,
"id" : "Activity level"
},
{
"percentage" : 0.147596241973124,
"name" : "Assertiveness",
"id" : "Assertiveness",
"category" : "personality",
"sampling_error" : 0.0792883861
},
{
"category" : "personality",
"sampling_error" : 0.0995465664,
"percentage" : 0.0680187007764542,
"name" : "Cheerfulness",
"id" : "Cheerfulness"
},
{
"percentage" : 0.0185447613645495,
"name" : "Excitement-seeking",
"id" : "Excitement-seeking",
"category" : "personality",
"sampling_error" : 0.0785121397
},
{
"id" : "Friendliness",
"percentage" : 0.320766187763908,
"name" : "Outgoing",
"sampling_error" : 0.0716222006,
"category" : "personality"
},
{
"sampling_error" : 0.0555084109,
"category" : "personality",
"name" : "Gregariousness",
"percentage" : 0.0475087296760301,
"id" : "Gregariousness"
}
]
},
{
"percentage" : 0.202590080377138,
"name" : "Agreeableness",
"children" : [
{
"percentage" : 0.702744630547856,
"name" : "Altruism",
"id" : "Altruism",
"sampling_error" : 0.0675776853,
"category" : "personality"
},
{
"sampling_error" : 0.0764497065,
"category" : "personality",
"id" : "Cooperation",
"name" : "Cooperation",
"percentage" : 0.815783616461597
},
{
"id" : "Modesty",
"name" : "Modesty",
"percentage" : 0.378328509396603,
"sampling_error" : 0.0530798363,
"category" : "personality"
},
{
"category" : "personality",
"sampling_error" : 0.0600532331,
"id" : "Morality",
"name" : "Uncompromising",
"percentage" : 0.359536783227909
},
{
"id" : "Sympathy",
"name" : "Sympathy",
"percentage" : 1,
"category" : "personality",
"sampling_error" : 0.0926901829
},
{
"sampling_error" : 0.052704547,
"category" : "personality",
"id" : "Trust",
"percentage" : 0.589804489457293,
"name" : "Trust"
}
],
"id" : "Agreeableness",
"category" : "personality",
"sampling_error" : 0.0927347177
},
{
"category" : "personality",
"sampling_error" : 0.0852718795,
"id" : "Neuroticism",
"children" : [
{
"sampling_error" : 0.089492093,
"category" : "personality",
"name" : "Fiery",
"percentage" : 0.301966706689488,
"id" : "Anger"
},
{
"name" : "Prone to worry",
"percentage" : 0.113762643009641,
"id" : "Anxiety",
"category" : "personality",
"sampling_error" : 0.0525488814
},
{
"sampling_error" : 0.0557466861,
"category" : "personality",
"id" : "Depression",
"name" : "Melancholy",
"percentage" : 0.154636060773852
},
{
"id" : "Immoderation",
"name" : "Immoderation",
"percentage" : 0.034017973230493,
"category" : "personality",
"sampling_error" : 0.0509011784
},
{
"sampling_error" : 0.0536273265,
"category" : "personality",
"id" : "Self-consciousness",
"name" : "Self-consciousness",
"percentage" : 0.024674440177167
},
{
"percentage" : 0.0191832698953367,
"name" : "Susceptible to stress",
"id" : "Vulnerability",
"category" : "personality",
"sampling_error" : 0.081406113
}
],
"name" : "Emotional range",
"percentage" : 0.287004538323023
}
],
"name" : "Openness",
"percentage" : 0.985531881645297,
"category" : "personality"
}
],
"id" : "personality"
},
{
"name" : "Needs",
"id" : "needs",
"children" : [
{
"category" : "needs",
"id" : "Challenge_parent",
"children" : [
{
"category" : "needs",
"sampling_error" : 0.0801473494,
"name" : "Challenge",
"percentage" : 0.987323190315372,
"id" : "Challenge"
},
{
"id" : "Closeness",
"percentage" : 0.82003316906521,
"name" : "Closeness",
"sampling_error" : 0.0791345764,
"category" : "needs"
},
{
"name" : "Curiosity",
"percentage" : 0.751109065890169,
"id" : "Curiosity",
"category" : "needs",
"sampling_error" : 0.1138235661
},
{
"sampling_error" : 0.1033336639,
"category" : "needs",
"id" : "Excitement",
"percentage" : 0.550839571680571,
"name" : "Excitement"
},
{
"id" : "Harmony",
"name" : "Harmony",
"percentage" : 0.809729719712853,
"category" : "needs",
"sampling_error" : 0.1027621665
},
{
"sampling_error" : 0.0932734664,
"category" : "needs",
"id" : "Ideal",
"percentage" : 0.710924997718907,
"name" : "Ideal"
},
{
"sampling_error" : 0.1382534011,
"category" : "needs",
"percentage" : 0.548307107545345,
"name" : "Liberty",
"id" : "Liberty"
},
{
"name" : "Love",
"percentage" : 0.827694039664942,
"id" : "Love",
"sampling_error" : 0.0945970322,
"category" : "needs"
},
{
"percentage" : 0.698890806447052,
"name" : "Practicality",
"id" : "Practicality",
"sampling_error" : 0.0824332482,
"category" : "needs"
},
{
"id" : "Self-expression",
"percentage" : 0.504330074355742,
"name" : "Self-expression",
"sampling_error" : 0.0773842253,
"category" : "needs"
},
{
"percentage" : 0.811629730319094,
"name" : "Stability",
"id" : "Stability",
"sampling_error" : 0.100767893,
"category" : "needs"
},
{
"percentage" : 0.898100266099327,
"name" : "Structure",
"id" : "Structure",
"sampling_error" : 0.0756059399,
"category" : "needs"
}
],
"name" : "Challenge",
"percentage" : 0.987323190315372
}
]
},
{
"name" : "Values",
"id" : "values",
"children" : [
{
"category" : "values",
"id" : "Self-transcendence_parent",
"children" : [
{
"sampling_error" : 0.0656047615,
"category" : "values",
"percentage" : 0.00994559307044479,
"name" : "Conservation",
"id" : "Conservation"
},
{
"sampling_error" : 0.0615400136,
"category" : "values",
"name" : "Openness to change",
"percentage" : 0.973430859299974,
"id" : "Openness to change"
},
{
"percentage" : 0.0768905657583112,
"name" : "Hedonism",
"id" : "Hedonism",
"sampling_error" : 0.1302910617,
"category" : "values"
},
{
"sampling_error" : 0.0968774432,
"category" : "values",
"percentage" : 0.0417488057977589,
"name" : "Self-enhancement",
"id" : "Self-enhancement"
},
{
"name" : "Self-transcendence",
"percentage" : 1,
"id" : "Self-transcendence",
"sampling_error" : 0.0752591481,
"category" : "values"
}
],
"percentage" : 1,
"name" : "Self-transcendence"
}
]
}
],
"id" : "r"
},
"word_count_message" : "There were 1,663 words in the input. We need a minimum of 3,500, preferably 6,000 or more, to compute a reliable estimate",
"id" : "*UNKNOWN*",
"source" : "*UNKNOWN*"
}
Personality-Insightsの結果の解釈
Personality-Insightsが返してくるjsonは、著者のプロファイルに関するさまざまな観点の標準スコア(0〜1.0の間の値にしたもの)を含んでいます。このままではわかりにくいので、以下のツールを使って必要な項目だけ取り出してみます。
-
jq: jsonから必要な項目を取り出す -
sed: 1行1項目に変換する -
json2csv: jsonをcsvに変換する -
csvsort(csvkit): スコアの高い項目からの降順でソートする -
csvlook(csvkit): csvを見やすい表で出力する
$ cat personality-insights-by-watson-of-statement-by-prime-minister-Abe-20150815.json | jq '.tree.children[].children[].children[] | {name:.name, category:.category, percentage:.percentage}' | sed ':loop; N; /}/!b loop; s/\n//g' | json2csv -k name,category,percentage -p=true | csvsort -rc percentage | csvlook
|---------------------+-------------+-------------|
| name | category | percentage |
|---------------------+-------------+-------------|
| Self-transcendence | values | 1.0 |
| Challenge | needs | 0.987323 |
| Openness | personality | 0.985532 |
| Openness to change | values | 0.973431 |
| Structure | needs | 0.8981 |
| Love | needs | 0.827694 |
| Closeness | needs | 0.820033 |
| Stability | needs | 0.81163 |
| Harmony | needs | 0.80973 |
| Conscientiousness | personality | 0.757917 |
| Curiosity | needs | 0.751109 |
| Ideal | needs | 0.710925 |
| Practicality | needs | 0.698891 |
| Excitement | needs | 0.55084 |
| Liberty | needs | 0.548307 |
| Self-expression | needs | 0.50433 |
| Emotional range | personality | 0.287005 |
| Extraversion | personality | 0.268967 |
| Agreeableness | personality | 0.20259 |
| Hedonism | values | 0.076891 |
| Self-enhancement | values | 0.041749 |
| Conservation | values | 0.009946 |
|---------------------+-------------+-------------|
社会心理学の理論にもとづいてカテゴリ(category)ごとにいくつかの因子が設定されており、それぞれについて標準スコアが出力されています。
| カテゴリ(category) | 因子数 | 意味 |
|---|---|---|
| パーソナリティ(personality) | 5 | Goldbergが提唱したパーソナリティを表す指標で、性格診断などによく使われる。5因子からなるためBig Fiveと呼ばれている。たとえば、Goldberg(1990)、Digman(1990)。 |
| 関心(needs) | 12 | Ford(2005)のUniversal Needs Modelに基づいた、ソーシャルメディアからユーザのニーズをあらわす因子。IBMの関連研究(2013)に詳しい。 |
| 価値観(values) | 5 | Schwarz(1992)の基本価値理論(Theory of Basic Values)の10因子を代表する5因子。加納&谷田(2015)を参照。 |
なお、パーソナリティについては、さらに詳細な因子ごとのスコアも含まれています。
$ cat personality-insights-by-watson-of-statement-by-prime-minister-Abe-20150815.json | jq '.tree.children[].children[].children[].children[] | {name:.name, category:.category, percentage:.percentage}' | sed ':loop; N; /}/!b loop; s/\n//g' | json2csv -k name,category,percentage -p=true | csvsort -rc percentage | csvlook
jq: error: Cannot iterate over null
jq: error: Cannot iterate over null
jq: error: Cannot iterate over null
jq: error: Cannot iterate over null
jq: error: Cannot iterate over null
jq: error: Cannot iterate over null
jq: error: Cannot iterate over null
jq: error: Cannot iterate over null
jq: error: Cannot iterate over null
jq: error: Cannot iterate over null
jq: error: Cannot iterate over null
jq: error: Cannot iterate over null
jq: error: Cannot iterate over null
jq: error: Cannot iterate over null
jq: error: Cannot iterate over null
jq: error: Cannot iterate over null
jq: error: Cannot iterate over null
|------------------------+-------------+-------------|
| name | category | percentage |
|------------------------+-------------+-------------|
| Sympathy | personality | 1.0 |
| Intellect | personality | 0.980715 |
| Adventurousness | personality | 0.955299 |
| Self-efficacy | personality | 0.951359 |
| Authority-challenging | personality | 0.944 |
| Imagination | personality | 0.930479 |
| Cautiousness | personality | 0.864294 |
| Cooperation | personality | 0.815784 |
| Altruism | personality | 0.702745 |
| Artistic interests | personality | 0.592629 |
| Trust | personality | 0.589804 |
| Self-discipline | personality | 0.533917 |
| Achievement striving | personality | 0.474982 |
| Modesty | personality | 0.378329 |
| Uncompromising | personality | 0.359537 |
| Dutifulness | personality | 0.357662 |
| Outgoing | personality | 0.320766 |
| Fiery | personality | 0.301967 |
| Emotionality | personality | 0.251675 |
| Activity level | personality | 0.236499 |
| Orderliness | personality | 0.221789 |
| Melancholy | personality | 0.154636 |
| Assertiveness | personality | 0.147596 |
| Prone to worry | personality | 0.113763 |
| Cheerfulness | personality | 0.068019 |
| Gregariousness | personality | 0.047509 |
| Immoderation | personality | 0.034018 |
| Self-consciousness | personality | 0.024674 |
| Susceptible to stress | personality | 0.019183 |
| Excitement-seeking | personality | 0.018545 |
|------------------------+-------------+-------------|
さて、もうひとつのサンプルとして、オバマ大統領の一般教書演説 (コピー：state-of-the-union-2015-by-president-Obama-20150120.txt)も分析してみましょう。
$ curl -u "<username>:<password>" -X POST -H "Accept: application/json" -H "Content-Type: text/plain" --data-binary @state-of-the-union-2015-by-president-Obama-20150120.txt <url>/v2/profile > personality-insights-by-watson-of-state-of-the-union-2015-by-president-Obama-20150120.json
$ cat personality-insights-by-watson-of-state-of-the-union-2015-by-president-Obama-20150120.json | json_pp
{
"word_count" : 6536,
"id" : "*UNKNOWN*",
"processed_lang" : "en",
"source" : "*UNKNOWN*",
"tree" : {
"children" : [
{
"name" : "Big 5 ",
"id" : "personality",
"children" : [
{
"category" : "personality",
"name" : "Agreeableness",
"percentage" : 0.932001746134206,
"id" : "Agreeableness_parent",
"children" : [
{
"id" : "Openness",
"children" : [
{
"percentage" : 0.620044504134801,
"category" : "personality",
"sampling_error" : 0.0446153468,
"name" : "Adventurousness",
"id" : "Adventurousness"
},
{
"sampling_error" : 0.09137023608,
"name" : "Artistic interests",
"category" : "personality",
"percentage" : 0.574326197406973,
"id" : "Artistic interests"
},
{
"sampling_error" : 0.04150301592,
"name" : "Emotionality",
"category" : "personality",
"percentage" : 0.379811057957015,
"id" : "Emotionality"
},
{
"percentage" : 0.407712532611342,
"category" : "personality",
"sampling_error" : 0.05538940792,
"name" : "Imagination",
"id" : "Imagination"
},
{
"percentage" : 0.768419402346327,
"name" : "Intellect",
"sampling_error" : 0.04808994128,
"category" : "personality",
"id" : "Intellect"
},
{
"category" : "personality",
"name" : "Authority-challenging",
"sampling_error" : 0.07412246952,
"percentage" : 0.424714914939045,
"id" : "Liberalism"
}
],
"percentage" : 0.639011097234495,
"category" : "personality",
"sampling_error" : 0.05049954656,
"name" : "Openness"
},
{
"children" : [
{
"id" : "Achievement striving",
"category" : "personality",
"name" : "Achievement striving",
"sampling_error" : 0.08704894088,
"percentage" : 0.68504897918378
},
{
"id" : "Cautiousness",
"percentage" : 0.805173916995247,
"category" : "personality",
"sampling_error" : 0.08098496776,
"name" : "Cautiousness"
},
{
"percentage" : 0.809184801247061,
"sampling_error" : 0.05338133104,
"name" : "Dutifulness",
"category" : "personality",
"id" : "Dutifulness"
},
{
"category" : "personality",
"sampling_error" : 0.06145212224,
"name" : "Orderliness",
"percentage" : 0.524309719114008,
"id" : "Orderliness"
},
{
"percentage" : 0.444030296335035,
"name" : "Self-discipline",
"sampling_error" : 0.04189993792,
"category" : "personality",
"id" : "Self-discipline"
},
{
"percentage" : 0.897428730503625,
"sampling_error" : 0.080181318,
"name" : "Self-efficacy",
"category" : "personality",
"id" : "Self-efficacy"
}
],
"id" : "Conscientiousness",
"sampling_error" : 0.06418342424,
"name" : "Conscientiousness",
"category" : "personality",
"percentage" : 0.619950376031026
},
{
"children" : [
{
"id" : "Activity level",
"name" : "Activity level",
"sampling_error" : 0.06727625984,
"category" : "personality",
"percentage" : 0.880133742481659
},
{
"percentage" : 0.533835129814763,
"sampling_error" : 0.07157665928,
"name" : "Assertiveness",
"category" : "personality",
"id" : "Assertiveness"
},
{
"id" : "Cheerfulness",
"percentage" : 0.469303553776799,
"category" : "personality",
"name" : "Cheerfulness",
"sampling_error" : 0.08994587168
},
{
"category" : "personality",
"sampling_error" : 0.07363806904,
"name" : "Excitement-seeking",
"percentage" : 0.0929852192811082,
"id" : "Excitement-seeking"
},
{
"id" : "Friendliness",
"name" : "Outgoing",
"sampling_error" : 0.06624518304,
"category" : "personality",
"percentage" : 0.945336200923735
},
{
"category" : "personality",
"name" : "Gregariousness",
"sampling_error" : 0.05136579536,
"percentage" : 0.588086118326349,
"id" : "Gregariousness"
}
],
"id" : "Extraversion",
"percentage" : 0.55034519329129,
"name" : "Extraversion",
"sampling_error" : 0.0484656948,
"category" : "personality"
},
{
"children" : [
{
"id" : "Altruism",
"percentage" : 0.947307343968675,
"category" : "personality",
"name" : "Altruism",
"sampling_error" : 0.0616063704
},
{
"id" : "Cooperation",
"percentage" : 0.804359501675388,
"sampling_error" : 0.07163908384,
"name" : "Cooperation",
"category" : "personality"
},
{
"percentage" : 0.433395460499093,
"name" : "Modesty",
"sampling_error" : 0.0473167684,
"category" : "personality",
"id" : "Modesty"
},
{
"percentage" : 0.893304534648274,
"category" : "personality",
"sampling_error" : 0.05500443816,
"name" : "Uncompromising",
"id" : "Morality"
},
{
"id" : "Sympathy",
"percentage" : 0.984218709364435,
"category" : "personality",
"name" : "Sympathy",
"sampling_error" : 0.0855932792
},
{
"id" : "Trust",
"percentage" : 0.872562226636081,
"name" : "Trust",
"sampling_error" : 0.0480674052,
"category" : "personality"
}
],
"id" : "Agreeableness",
"percentage" : 0.932001746134206,
"category" : "personality",
"sampling_error" : 0.08598048048,
"name" : "Agreeableness"
},
{
"sampling_error" : 0.07824572992,
"name" : "Emotional range",
"category" : "personality",
"percentage" : 0.430609968085766,
"children" : [
{
"id" : "Anger",
"name" : "Fiery",
"sampling_error" : 0.082150072,
"category" : "personality",
"percentage" : 0.478899220087682
},
{
"id" : "Anxiety",
"name" : "Prone to worry",
"sampling_error" : 0.04709943064,
"category" : "personality",
"percentage" : 0.356977664894361
},
{
"percentage" : 0.172346957563551,
"name" : "Melancholy",
"sampling_error" : 0.04909909808,
"category" : "personality",
"id" : "Depression"
},
{
"id" : "Immoderation",
"percentage" : 0.0434493370459736,
"name" : "Immoderation",
"sampling_error" : 0.04646411168,
"category" : "personality"
},
{
"id" : "Self-consciousness",
"category" : "personality",
"sampling_error" : 0.04827076928,
"name" : "Self-consciousness",
"percentage" : 0.125956479235689
},
{
"sampling_error" : 0.07376902928,
"name" : "Susceptible to stress",
"category" : "personality",
"percentage" : 0.465978328693608,
"id" : "Vulnerability"
}
],
"id" : "Neuroticism"
}
]
}
]
},
{
"name" : "Needs",
"children" : [
{
"id" : "Ideal_parent",
"children" : [
{
"sampling_error" : 0.07242805976,
"name" : "Challenge",
"category" : "needs",
"percentage" : 0.183384903314868,
"id" : "Challenge"
},
{
"sampling_error" : 0.07178429128,
"name" : "Closeness",
"category" : "needs",
"percentage" : 0.241868382118144,
"id" : "Closeness"
},
{
"name" : "Curiosity",
"sampling_error" : 0.101468752,
"category" : "needs",
"percentage" : 0.0913698629845685,
"id" : "Curiosity"
},
{
"percentage" : 0.22944890105905,
"name" : "Excitement",
"sampling_error" : 0.0914217388,
"category" : "needs",
"id" : "Excitement"
},
{
"id" : "Harmony",
"percentage" : 0.592258857573556,
"category" : "needs",
"name" : "Harmony",
"sampling_error" : 0.09109814352
},
{
"category" : "needs",
"sampling_error" : 0.08264678688,
"name" : "Ideal",
"percentage" : 0.0433731098207683,
"id" : "Ideal"
},
{
"name" : "Liberty",
"sampling_error" : 0.12355816792,
"category" : "needs",
"percentage" : 0.320151564867171,
"id" : "Liberty"
},
{
"id" : "Love",
"percentage" : 0.762688393238037,
"category" : "needs",
"sampling_error" : 0.08343663592,
"name" : "Love"
},
{
"id" : "Practicality",
"sampling_error" : 0.07383334224,
"name" : "Practicality",
"category" : "needs",
"percentage" : 0.745279651432487
},
{
"percentage" : 0.133674041035053,
"category" : "needs",
"sampling_error" : 0.07084312128,
"name" : "Self-expression",
"id" : "Self-expression"
},
{
"sampling_error" : 0.09042063256,
"name" : "Stability",
"category" : "needs",
"percentage" : 0.209847185427173,
"id" : "Stability"
},
{
"percentage" : 0.16124089766668,
"category" : "needs",
"sampling_error" : 0.06852254096,
"name" : "Structure",
"id" : "Structure"
}
],
"percentage" : 0.0433731098207683,
"category" : "needs",
"name" : "Ideal"
}
],
"id" : "needs"
},
{
"id" : "values",
"children" : [
{
"percentage" : 1,
"name" : "Self-transcendence",
"category" : "values",
"id" : "Self-transcendence_parent",
"children" : [
{
"id" : "Conservation",
"percentage" : 0.0243881102112696,
"name" : "Conservation",
"sampling_error" : 0.0628115876,
"category" : "values"
},
{
"id" : "Openness to change",
"category" : "values",
"name" : "Openness to change",
"sampling_error" : 0.05677913816,
"percentage" : 0.963258874955989
},
{
"name" : "Hedonism",
"sampling_error" : 0.11356124552,
"category" : "values",
"percentage" : 0.0340708508165267,
"id" : "Hedonism"
},
{
"percentage" : 0.0854884747032393,
"name" : "Self-enhancement",
"sampling_error" : 0.08686127656,
"category" : "values",
"id" : "Self-enhancement"
},
{
"id" : "Self-transcendence",
"percentage" : 1,
"sampling_error" : 0.0654105024,
"name" : "Self-transcendence",
"category" : "values"
}
]
}
],
"name" : "Values"
}
],
"id" : "r",
"name" : "root"
}
}
$ cat personality-insights-by-watson-of-state-of-the-union-2015-by-president-Obama-20150120.json | jq '.tree.children[].children[].children[] | {name:.name, category:.category, percentage:.percentage}' | sed ':loop; N; /}/!b loop; s/\n//g' | json2csv -k name,category,percentage -p=true | csvsort -rc percentage | csvlook
|---------------------+-------------+-------------|
| name | category | percentage |
|---------------------+-------------+-------------|
| Self-transcendence | values | 1.0 |
| Openness to change | values | 0.963259 |
| Agreeableness | personality | 0.932002 |
| Love | needs | 0.762688 |
| Practicality | needs | 0.74528 |
| Openness | personality | 0.639011 |
| Conscientiousness | personality | 0.61995 |
| Harmony | needs | 0.592259 |
| Extraversion | personality | 0.550345 |
| Emotional range | personality | 0.43061 |
| Liberty | needs | 0.320152 |
| Closeness | needs | 0.241868 |
| Excitement | needs | 0.229449 |
| Stability | needs | 0.209847 |
| Challenge | needs | 0.183385 |
| Structure | needs | 0.161241 |
| Self-expression | needs | 0.133674 |
| Curiosity | needs | 0.09137 |
| Self-enhancement | values | 0.085488 |
| Ideal | needs | 0.043373 |
| Hedonism | values | 0.034071 |
| Conservation | values | 0.024388 |
|---------------------+-------------+-------------|
$ cat personality-insights-by-watson-of-state-of-the-union-2015-by-president-Obama-20150120.json | jq '.tree.children[].children[].children[].children[] | {name:.name, category:.category, percentage:.percentage}' | sed ':loop; N; /}/!b loop; s/\n//g' | json2csv -k name,category,percentage -p=true | csvsort -rc percentage | csvlook
jq: error: Cannot iterate over null
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jq: error: Cannot iterate over null
jq: error: Cannot iterate over null
jq: error: Cannot iterate over null
jq: error: Cannot iterate over null
jq: error: Cannot iterate over null
jq: error: Cannot iterate over null
jq: error: Cannot iterate over null
jq: error: Cannot iterate over null
jq: error: Cannot iterate over null
jq: error: Cannot iterate over null
jq: error: Cannot iterate over null
jq: error: Cannot iterate over null
jq: error: Cannot iterate over null
jq: error: Cannot iterate over null
|------------------------+-------------+-------------|
| name | category | percentage |
|------------------------+-------------+-------------|
| Sympathy | personality | 0.984219 |
| Altruism | personality | 0.947307 |
| Outgoing | personality | 0.945336 |
| Self-efficacy | personality | 0.897429 |
| Uncompromising | personality | 0.893305 |
| Activity level | personality | 0.880134 |
| Trust | personality | 0.872562 |
| Dutifulness | personality | 0.809185 |
| Cautiousness | personality | 0.805174 |
| Cooperation | personality | 0.80436 |
| Intellect | personality | 0.768419 |
| Achievement striving | personality | 0.685049 |
| Adventurousness | personality | 0.620045 |
| Gregariousness | personality | 0.588086 |
| Artistic interests | personality | 0.574326 |
| Assertiveness | personality | 0.533835 |
| Orderliness | personality | 0.52431 |
| Fiery | personality | 0.478899 |
| Cheerfulness | personality | 0.469304 |
| Susceptible to stress | personality | 0.465978 |
| Self-discipline | personality | 0.44403 |
| Modesty | personality | 0.433395 |
| Authority-challenging | personality | 0.424715 |
| Imagination | personality | 0.407713 |
| Emotionality | personality | 0.379811 |
| Prone to worry | personality | 0.356978 |
| Melancholy | personality | 0.172347 |
| Self-consciousness | personality | 0.125956 |
| Excitement-seeking | personality | 0.092985 |
| Immoderation | personality | 0.043449 |
|------------------------+-------------+-------------|
いずれも実際には官僚の作文でしかないでしょうからそれぞれの方の特徴とはいえないかもしれませんが、価値観やニーズの観点の標準スコア分布はよく似ています。しかし、パーソナリティの5因子はかなり傾向が違うようですね。たとえばagreeablenessはオバマ大統領の一般教書演説では0.93ですが、安倍総理大臣の談話では0.2しかありません。この項目はBig Fiveの第2因子に相当するもので、この因子のスコアが高いと、信頼できる、民主的、気前がいい、協力的、がまんづよい、利己的でない、あたたかい、モラルが感じられる、などの傾向があるそうです(Goldberg(1990))。繰り返しますが、今回のサンプルはあくまでも官僚の作文の評価ですので、これは日米での文章の書き方があらわれているのかもしれませんね。
まとめ
Personality-Insightsは顧客ひとりひとりのソーシャル情報やソーシャルネットワーク上のテキストに基づいたマーケティングのために使われるサービスで、この十数年の社会心理学(パーソナリティ、価値観、顧客ニーズ分析)の理論に基づいています。現在はまだ英語とスペイン語でしか分析ができませんが、日本語に対応すれば非常に有用性の高いツールとして利用することができそうです。