Predictive Hacks

How to Analyze Personalities with IBM Watson

Personality Insights

IBM Watson has built a model for analyzing personalities. It takes as input texts and it returns some personality insights by applying linguistic analytics and personality theory to infer attributes from a person’s unstructured text. You can play with the personality insights demo of IBM Watson just to get an idea of what analytics it provides. In this tutorial, we will show how you get the Personality Insights from IBM Watson using Python.

Get Personality Insights from IBM Watson in Python.

First, you will need to create an IBM Cloud account to get an API Key. Note that the API calls are not free, however, you can make 1000 calls per month free of charge.

Below we represent the analysis of Oprah’s Twitter account (@Oprah (EN)) that we get from the IBM Personality Insights Demo.

Let’s see how we can analyze a document in Python.

Let’s assume that we want to analyze the following speech which is stored in our local computer as profile.txt:

Vice President Johnson, Mr. Speaker, Mr. Chief Justice, President Eisenhower,
Vice President Nixon, President Truman, Reverend Clergy, fellow citizens:

We observe today not a victory of party but a celebration of freedom --
symbolizing an end as well as a beginning -- signifying renewal as well as
change. For I have sworn before you and Almighty God the same solemn oath our
forbears prescribed nearly a century and three-quarters ago.

The world is very different now. For man holds in his mortal hands the power
to abolish all forms of human poverty and all forms of human life. And yet
the same revolutionary beliefs for which our forebears fought are still at
issue around the globe -- the belief that the rights of man come not from the
generosity of the state but from the hand of God.

We dare not forget today that we are the heirs of that first revolution. Let
the word go forth from this time and place, to friend and foe alike, that the
torch has been passed to a new generation of Americans -- born in this century,
tempered by war, disciplined by a hard and bitter peace, proud of our ancient
heritage -- and unwilling to witness or permit the slow undoing of those human
rights to which this nation has always been committed, and to which we are
committed today at home and around the world.

Let every nation know, whether it wishes us well or ill, that we shall pay
any price, bear any burden, meet any hardship, support any friend, oppose
any foe to assure the survival and the success of liberty.

This much we pledge -- and more.

To those old allies whose cultural and spiritual origins we share, we pledge
the loyalty of faithful friends. United there is little we cannot do in a host
of cooperative ventures. Divided there is little we can do -- for we dare not
meet a powerful challenge at odds and split asunder.

To those new states whom we welcome to the ranks of the free, we pledge our
word that one form of colonial control shall not have passed away merely to
be replaced by a far more iron tyranny. We shall not always expect to find
them supporting our view. But we shall always hope to find them strongly
supporting their own freedom -- and to remember that, in the past, those who
foolishly sought power by riding the back of the tiger ended up inside.

To those people in the huts and villages of half the globe struggling to
break the bonds of mass misery, we pledge our best efforts to help them help
themselves, for whatever period is required -- not because the communists may
be doing it, not because we seek their votes, but because it is right. If a
free society cannot help the many who are poor, it cannot save the few who
are rich.

To our sister republics south of our border, we offer a special pledge -- to
convert our good words into good deeds -- in a new alliance for progress --
to assist free men and free governments in casting off the chains of poverty.
But this peaceful revolution of hope cannot become the prey of hostile powers.
Let all our neighbors know that we shall join with them to oppose aggression
or subversion anywhere in the Americas. And let every other power know that
this Hemisphere intends to remain the master of its own house.

To that world assembly of sovereign states, the United Nations, our last best
hope in an age where the instruments of war have far outpaced the instruments
of peace, we renew our pledge of support -- to prevent it from becoming merely
a forum for invective -- to strengthen its shield of the new and the weak --
and to enlarge the area in which its writ may run.

Finally, to those nations who would make themselves our adversary, we offer
not a pledge but a request: that both sides begin anew the quest for peace,
before the dark powers of destruction unleashed by science engulf all humanity
in planned or accidental self-destruction.

We dare not tempt them with weakness. For only when our arms are sufficient
beyond doubt can we be certain beyond doubt that they will never be employed.

But neither can two great and powerful groups of nations take comfort from
our present course -- both sides overburdened by the cost of modern weapons,
both rightly alarmed by the steady spread of the deadly atom, yet both racing
to alter that uncertain balance of terror that stays the hand of mankind's
final war.

So let us begin anew -- remembering on both sides that civility is not a sign
of weakness, and sincerity is always subject to proof. Let us never negotiate
out of fear. But let us never fear to negotiate.

Let both sides explore what problems unite us instead of belaboring those
problems which divide us.

Let both sides, for the first time, formulate serious and precise proposals
for the inspection and control of arms -- and bring the absolute power to
destroy other nations under the absolute control of all nations.

Let both sides seek to invoke the wonders of science instead of its terrors.
Together let us explore the stars, conquer the deserts, eradicate disease,
tap the ocean depths and encourage the arts and commerce.

Let both sides unite to heed in all corners of the earth the command of
Isaiah -- to "undo the heavy burdens ... (and) let the oppressed go free."

And if a beachhead of cooperation may push back the jungle of suspicion, let
both sides join in creating a new endeavor, not a new balance of power, but
a new world of law, where the strong are just and the weak secure and the
peace preserved.

All this will not be finished in the first one hundred days. Nor will it be
finished in the first one thousand days, nor in the life of this
Administration, nor even perhaps in our lifetime on this planet. But let us

In your hands, my fellow citizens, more than mine, will rest the final success
or failure of our course. Since this country was founded, each generation of
Americans has been summoned to give testimony to its national loyalty. The
graves of young Americans who answered the call to service surround the globe.

Now the trumpet summons us again -- not as a call to bear arms, though arms we
need -- not as a call to battle, though embattled we are -- but a call to bear
the burden of a long twilight struggle, year in and year out, "rejoicing in
hope, patient in tribulation" -- a struggle against the common enemies of man:
tyranny, poverty, disease and war itself.

Can we forge against these enemies a grand and global alliance, North and
South, East and West, that can assure a more fruitful life for all mankind?
Will you join in that historic effort?

In the long history of the world, only a few generations have been granted
the role of defending freedom in its hour of maximum danger. I do not shrink
from this responsibility -- I welcome it. I do not believe that any of us
would exchange places with any other people or any other generation. The
energy, the faith, the devotion which we bring to this endeavor will light
our country and all who serve it -- and the glow from that fire can truly
light the world.

And so, my fellow Americans: ask not what your country can do for you -- ask
what you can do for your country.

My fellow citizens of the world: ask not what America will do for you, but
what together we can do for the freedom of man.

Finally, whether you are citizens of America or citizens of the world, ask of
us here the same high standards of strength and sacrifice which we ask of you.
With a good conscience our only sure reward, with history the final judge of
our deeds, let us go forth to lead the land we love, asking His blessing and
His help, but knowing that here on earth God's work must truly be our own.
from ibm_watson import PersonalityInsightsV3
import pandas as pd
import json

API_key = "LG6Xlnb8XLToVAz5BmqbXCle85ppxxxxxxxxxxxxx"

URL =  ""

personality_insights = PersonalityInsightsV3(

with open('myfile/profile.txt') as profile_json:
    profile = personality_insights.profile(,
# print(json.dumps(profile, indent=2))

# personality tuple
personality = profile['personality']
personality_tuple = [(i['name'], i['percentile']) for i in personality]

# openness tuple
openness = personality[0]
openness_tuple = [(i['name'], i['percentile']) for i in openness['children']]

# conscientiousness tuple
conscientiousness = personality[1]
conscientiousness_tuple = [(i['name'], i['percentile']) for i in conscientiousness['children']]

# extraversion tuple
extraversion = personality[2]
extraversion_tuple = [(i['name'], i['percentile']) for i in extraversion['children']]

# agreeableness tuple
agreeableness = personality[3]
agreeableness_tuple = [(i['name'], i['percentile']) for i in agreeableness['children']]

# emotional_range tuple
emotional_range = personality[4]
emotional_range_tuple = [(i['name'], i['percentile']) for i in emotional_range['children']]

# values tuple
values_tuple = [(i['name'], i['percentile']) for i in profile['values']]

# needs tuple
needs_tuple = [(i['name'], i['percentile']) for i in profile['needs']]

All = (personality_tuple+openness_tuple+conscientiousness_tuple+extraversion_tuple+

df = pd.DataFrame(dict(All), index=[0])


Openness               0.997081
Conscientiousness      0.986402
Extraversion           0.085301
Agreeableness          0.187535
Emotional range        0.389882
Adventurousness        0.789745
Artistic interests     0.994658
Emotionality           0.767163
Imagination            0.311677
Intellect              0.996520
Authority-challenging  0.797907
Achievement striving   0.840373
Cautiousness           0.944187
Dutifulness            0.794628
Orderliness            0.761074
Self-discipline        0.712865
Self-efficacy          0.699430
Activity level         0.962402
Assertiveness          0.919861
Cheerfulness           0.229364
Excitement-seeking     0.210242
Outgoing               0.708519
Gregariousness         0.224586
Altruism               0.971330
Cooperation            0.822993
Modesty                0.761319
Uncompromising         0.947148
Sympathy               0.999118
Trust                  0.830111
Fiery                  0.013938
Prone to worry         0.062026
Melancholy             0.352858
Immoderation           0.011684
Self-consciousness     0.193471
Susceptible to stress  0.069945
Conservation           0.506593
Openness to change     0.628752
Hedonism               0.005254
Self-enhancement       0.001194
Self-transcendence     0.342961
Challenge              0.003255
Closeness              0.370228
Curiosity              0.845180
Excitement             0.115056
Harmony                0.466422
Ideal                  0.022634
Liberty                0.108030
Love                   0.011895
Practicality           0.018888
Self-expression        0.184898
Stability              0.394623
Structure              0.888013

As we can see, we got 52 attributes related to the personality based on the analysis of the “profile.txt” document.

Applications of the Personality Insights

From an unstructured text document we managed to return a structured data frame of 52 numeric attributes. Clearly, we can utilize the IBM Watson Personality Insights for many NLP and Machine Learning projects.

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