Watson Developer Cloud

Personality Insights

Uncover a deeper understanding of people's personality characteristics, needs, and values to drive personalization.

General Availability

Personality Insights extracts and analyzes a spectrum of personality attributes to help discover actionable insights about people and entities, and in turn guides end users to highly personalized interactions. The service outputs personality characteristics that are divided into three dimensions: the Big 5, Values, and Needs. While some services are contextually specific depending on the domain model and content, Personality Insights only requires a minimum of 3500+ words of any text.

Intended Use

The Personality Insights service lends itself to an almost limitless number of potential applications. Businesses can use the detailed personality portraits of individual customers for finer-grained customer segmentation and better-quality lead generation. This data enables them to design marketing, provide product recommendations, and deliver customer care that is more personal and relevant. Personality Insights can also be used to help recruiters or university admissions match candidates to companies or universities. For more detailed information, see the "Use Cases" section of the Personality Insights documentation.

You input

  • JSON, or Text or HTML (such as social media, emails, blogs, or other communication) written by one individual

Service output

  • A tree of cognitive and social characteristics in JSON or CSV format

Try it out

Check out what happens when Watson’s Personality Insights analyzes John F Kennedy’s inaugural address

How it is used

Designer Match

What designers are right for you? Check out what happens when Roztayger and Watson team up to help you find unique brands.


Free Tier


First 100 API calls per month. All tiers include English, Arabic, Japanese, and Spanish languages and three personality models: Big 5, Values and Needs.

Tier 2

$0.02 (USD) per API call.

1 - 100,000 API calls

Tier 3

$0.01 (USD) per API call.

100,001 - 250,000 API calls

Tier 4

$0.005 (USD) per API call.

250,001 and greater API calls

Premium Plan

For customers with high requirements around information security, in regulated industries, or who handle highly sensitive data, Watson services are available through a Premium plan. These plans offer developers and organizations Watson services in a single tenant isolated model, including compute-level isolation at the VM and container levels. The Premium plan includes data encryption in transit and at rest that is offered in standard plans. For more information or to purchase a premium plan, contact us. NOTE: Arabic is not supported in the premium plan.

Ready to use?


Getting started is easy! Try out the service on Bluemix now.

Use In Bluemix


Ready to get down to the details? Full documentation detailing how to get started using this Service in Bluemix is available for each Watson service.

View full docs