The Personalities of 4 Tech Giants’ Employees

The Personalities of 4 Tech Giants’ Employees

Microsoft Apple Google Amazon Logos - Personality Traits by StatSocialThis is another entry in our series unveiling something brand new for StatSocial .

Our clients now have, at the ready, a mountain of B2B data married to our patented identity graph and audience intelligence platform Silhouette. All of this is ready to be leveraged across our key use cases (insights, attribution, and activation). This is an unprecedented opportunity for B2B marketers to analyze more than 40 million business people, including the companies they work for, industries they work in, and job titles, all cross-referenced against Silhouette’s industry-leading insights.

To demonstrate the power of B2B audience data inside of Silhouette, we’ve been posting these entries comparing the employees of tech giants Amazon, Apple, Google, and Microsoft. If you’d like to see similar insights on other B2B data-sets, please contact us.

The analysis below was completed by analyzing over 30K employees from each company. For this entry, we’re highlighting one of our most unique sets of insights, here considered through the B2B perspective — provided with a little help from IBM Watson.

Our Personality Insights are powered by Watson‘s sophisticated AI. When analyzing an individual’s public online writings, Silhouette can infer — with extraordinary and widely-praised accuracy — what personality types dwell within an audience, and in what proportions.

In psychology, the Big 5 personality traits describe a popularly-employed taxonomy that breaks down human personalities into five, broad over-arching categories: Openness, Conscientiousness, Extraversion, Agreeableness, and Neuroticism. Our Personality Insights use this model, with each over-arching umbrella trait housing a number of more granular categories (for example, under Conscientiousness, you will find Cautiousness, Achievement-striving, Dutifulness, and more).

A simple breakdown of the Personality Insights characteristics, and a thumbnail description of each, can be found here. A blog explaining things a bit more in depth can be found here.

The below graphic regards the employees of these Big Tech titans through the lenses of 10 particular characteristics: Achievement-striving, Artistic Interests, Imagination, Intellect, Liberalism, Orderliness, Self-consciousness, Self-discipline, and Trust. We’ve ranked each group, from 1 to 4, indicating which, on average, is most, less, or least likely to exhibit each trait.


How StatSocial Works


When trying to convey the depth, breadth, and scale of StatSocial‘s Social Affinity and Earned Media data, we sum it up like this: Imagine an 85,000 question survey given out to 300 million consumers. Now, imagine this already incredible thing as a living, dynamic data set. This survey is being administered in real time, constantly, being continually refreshed to include all of the most up-to-date opinions, choices, affinities, and actions. Learn more here


Marketers and media-sellers know that Earned Media and Influencer Marketing are valuable components of their campaigns. Attributing a definitive worth to either, however, has traditionally been elusive. As StatSocial’s analyses report of with what topics and influencers an audience’s members have been engaging, a marketer can now directly attribute website and offline conversions. The same metrics that marketers have long relied upon to quantify the value of a campaign’s Paid and Owned Media components, are now just as readily available for Earned Media. Learn more here


StatSocial‘s vast and comprehensive taxonomy is accessible across every programmatic platform. Our partnership with  Liveramp, and direct integrations with such leading platforms as Viant, Oracle Data Cloud, Eyeota, and Lotame, finds StatSocial‘s insights available everywhere you access audience data. We are also available, via our 24/7 online to get you the insights and audiences you need, when you need them. Learn more here.

The Cowboys and Steelers Have the NFL’s Most Emotional fans. Where does your team rank?

The Cowboys and Steelers Have the NFL’s Most Emotional fans. Where does your team rank?

Football fever is ramping up as the teams going to Super Bowl LIII have now been determined.

Throughout the (post-) season, we’ve been diving into the various affinities, allegiances, habits, hobbies, beliefs, personalities, and demographics found among the individuals making up each NFL team’s fan base.

If You’re New Here

If you’ve already checked out our entry on the NFL’s friendliest fans, this next part may be redundant for you (but welcome back!).

If you’re wondering HOW we can measure an audience’s personality traits, such as friendliness or emotionality, allow us to explain.

Thanks to StatSocial’s partnership with IBM Watson™ and the integration of their Personality Insights™ service into our reporting, we can not only break down an audience by affinities and demographics, but also by personality traits. How does Watson do that, you ask?

IBM Watson Personality Insights™ allows StatSocial to understand the personality types, traits, intrinsic needs, and values of individuals based on the way people write — i.e. the different types of language people choose to express themselves. Analyzing the language used — and a number of other factors including frequency of communication, interaction with others, etc. (you can read much more at the IBM blog entry here) — IBM Watson can score personality traits across a number of interesting dimensions.

StatSocial applies this insight to all of our analyses.

Whatever team you are rooting for, you’d probably like to get to the topic at hand. Here you go.

“It’s just emotion that’s taken me over”

While a presumption of impartiality should be made when reading the insights shared in every entry of the StatSocial blog — “statistics” basically being right there in our name, and all — you should especially infer no reporting of virtue and/or faults here.

Emotions are complicated things, but they’re not inherently bad. Didn’t you see Pixar’s ‘Inside Out’?

The team whose fans we found to be the friendliest in the NFL are also the most emotional. Even feelings are big in Texas, it seems.

The once heated rivalry between the Pittsburgh Steelers and the Cowboys is brought to mind by this list’s upper reaches. Three times the two NFL teams with the most emotional fans faced off in the Super Bowl, and only once did the Cowboys emerge victorious. So many feels.

The most emotional and least emotional fan bases showed up to home games this past season, with the teams on either end of the list having more or less sold out every game. Clearly, this is not a measure of dedication.

To further illustrate: Watch as our company’s CEO — a one time Maine native, and accordingly a Patriots fanatic — displays his dedication with only the coolest of heads.

(If you have “Do Not Track” enabled on your browser, you can see the below by clicking-through here.)

(Edited to Add, 2/4/2019: On the evening of February 1, 2019, Michael Hussey — StatSocial’s CEO — again attempted the above feat, and again emerged victorious. The difference? This year his gutsy bacchanal inspired his beloved Patriots to victory.)

A moving tribute, no doubt. The outcome of the game in question is of no consequence here, it’s the combination of dedication and stoicism to which we draw attention.

As of this writing, the Patriots emerged from Sunday’s AFC Championship Game victorious. While in the 48.9th percentile for emotionality (so, a bit below average), in the grand scheme of the 32 NFL fan bases, Pats fans are the 9th most emotional.

It remains to be known whether our CEO will be attempting his show of dedication once more, or if perhaps this year he has something else planned. Whatever the case may be, do not let his levelheaded demeanor deceive you. He cares to a degree that can not adequately be measured in Filet-O-Fish (Filet-o-Fishes?).

Bookmark This Page

We’ll be visiting numerous subjects of this general nature — all highlighting the rich and varied affinities of each NFL team’s fans — in the days running up to Super Bowl LIII.

And check out the written matter in the footer, and reach out to us if you have any questions or would like to see much, much more.

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You can snoop around the greater StatSocial Insights blog by clicking here.

To learn more or request a demo, click here.

MILLENNIALS 6: The Data Never Fibs.

MILLENNIALS 6: The Data Never Fibs.

As Peter Brady wrestled with a personality crisis, after being called “dull” at a party, he famously adopted different guises in his quest to be scintillating. Here, he famously — to Gen X-ers at least , who unaccountably know every episode of ‘The Brady Bunch’ by heart — adopts the personality of Humphrey Bogart. Other failed, yet ultimately dishonest attempts at reinvention included a British guy in an ascot, and a guy who tells a lot of jokes. All of these blow up in young Peter’s face and he learns that the best course of action always is to just be yourself. Peter’s true self, incidentally, would already have been figured out and accurately analyzed and reported by Personality Insights™, able as it is to see past transparent smoke screens.

One of the many, perhaps dare we say even most, cool-as-heck insights to be found in a StatSocial report is our breakdown of an audience by personality. This ability has come to us through a marriage of our one-of-a-kind data and analytics and the super-computing powers of IBM Watson, with whom we’ve had a proud partnership for some time now, integrating their awesome Personality Insights™ tool into our reporting.

Rock and Roll Hall of Famer “Mr Personality,” Lloyd Price reached number 2 on the Billboard charts in 1959, celebrating the thing which the enlightened — such as Mr. Price — find as, if not even more so, attractive than a sweet pair of gams, or washboard abs (whatever you’re into) . A great many of us have made the mistake at some point of dating someone solely for their looks, and realizing “Oh, personality does matter! I feel alienated and lonely with this individual.”

Price’s biggest hit was actually an unusually upbeat cover of the legendary folk “murder ballad,” “Stagger Lee.” A story song full of an array of personality types, surely. But perhaps those best left to forensic, criminal psychiatrists. Although Personality Insights™ could assess them all to a frightfully accurate degree, provided they posted to the internet with some regularity. Still, great record.

Okay, let’s jump forward, many decades past the records that maybe got the earlier Baby Boomers to boogieing, and get into how the Millennials break out in terms of personality.

Let’s put it this way, if Mr. Price had Personality Insights™ and StatSocial at his disposal, this record would have been 11 minutes long. And while you think that might have harmed his chart success, we contend he would have become bigger than ever. Rock and Roll Hall of Fame? They’d have to put him in the Baseball and Football Hall of Fames as well, just because that’s how famous he’d have been.

As with all our entries in this series, we have broken the Millennials out by the conventional demographic brackets of 18 to 24 and 25 to 34. The point continuing to be that these two groups have nothing to do with each other.

This illustrates the greater point that during this era where marketers seem so focused on broad demographics — the attention of the so-called Millennial being so coveted — that there is a much more efficient way to locate and target the audience who will be most receptive to your message or brand. Sometimes the interests and lifestyles of those within a certain age-group may be relevant, and StatSocial has that data, but a 16-year or longer age bracket — the math generally applied when speaking of the so-called 18 to 34 Millennial — is illogically broad, and with StatSocial an utterly unnecessary concern.

Jumping into IBM Watson’s Personality Insights™ and how we’ve integrated these findings into our own one-of-a-kind insights, we offer this brief explanation of what you’re seeing.

Personality Insights™ starts by analyzing the full body of online written content — be it on blogs, social media, message boards, and so forth — of an individual, and deriving from it a personality profile. It is vastly more intuitive and capable of comprehending nuance, sarcasm, irony, and the like than you may ever believe possible. But we’ve yet to encounter an individual or client who has put the technology to the test and not been wowed by just how accurate its reporting is.

We apply this technology, as we do all our analysis technology, to an entire social audience, and derive from the various personality types contained within, the proportions of this personality type or that contained within the audience from which you’re extracting statistics. So you’ll know they’re 10% greedy yet 22% altruistic, or whatever the case may be.

Personality Insights™ starts by breaking each personality type into falling under one of the Big Five umbrella categories and from there more granular personality types are sorted.

Here directly from the Personality Insights™ site are the Big Five with IBM Watson’s own explanation.

Big Five personality characteristics represent the most widely used model for generally describing how a person engages with the world. The model includes five primary dimensions:

  • Agreeableness is a person’s tendency to be compassionate and cooperative toward others.
  • Conscientiousness is a person’s tendency to act in an organized or thoughtful way.
  • Extraversion is a person’s tendency to seek stimulation in the company of others.
  • Emotional range, also referred to as Neuroticism or Natural reactions, is the extent to which a person’s emotions are sensitive to the person’s environment.
  • Openness is the extent to which a person is open to experiencing a variety of activities.

Top 10 Personality Insights™ for People Ages 18 to 24, Courtesy of StatSocial and IBM Watson.

Really, unsurprising for the age-group being analyzed, and surely not what one would think is anything unique to these particular 18 to 24 year olds. The percentages, it should be noted, are small throughout, meaning that if we were to expand to a top 20, or top 30, we’d likely see a group of personality types rather evenly distributed throughout this portion of our Millennial friends (6 entries in, that is how we’ve come to think of them).

Anger, Excitement-Seeking, Immoderation, Depression (unfortunately), these are all traits part and parcel of being young.

In the above video clip, we see our findings, many decades ago now, more or less acknowledged, for one of the first times in mainstream American pop culture.

The older Millennials, as has been the case entry after entry, find themselves having “bigger things” to worry about. Self-efficacy is not in league with the obsessions cited in the younger portion’s list, as it relates to making ones way in this world and pulling ones own weight. And look at how much larger the percentages are. There’s a commitment here to these traits.

Caution, or Cautiousness is one of those astounding things that occurs to one as they become aware of their mortality. This dawning really begins to settle in for most starting around age 25.

From there we see a combination of the responsible, and the more seeking and adventurous. Curiously, while the impulses seem at cross-purposes, as one gets older he or she also realizes that with life being short, it is important to not just relish it, but actually live it.

As much so as the top list, this list would be no different for Millennials of this age than it would have been for Boomers of this age or Gen X-ers of this age, and so forth.

Top 10 Personality Insights™ for People Ages 25 to 34, Courtesy of StatSocial and IBM Watson.

As we’ve seen in other lists that role playing games, and airplane models still rank among the hobbies and interests with this age group. So, we know that they’ve not wholly abandoned youthful escapism and some manner of creativity. At number 10, imagination figures in amongst the traits that seem to speak to a serious life of responsibility and discretion.

But with this we encourage you to search through our blog archives and find some of our older entries highlighting our always fruitful and proud partnership with IBM Watson.

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In the meantime, we encourage you to add us on Facebook and Twitter, and if you get a chance, say hello.

IBM Watson’s Personality Insights™ Tell Us Which HBO Shows Have the Most Liberal Fans

IBM Watson’s Personality Insights™ Tell Us Which HBO Shows Have the Most Liberal Fans

Ignoring the vocal many who believe all of mass media is liberal in its bias — via conspiracy or coincidence — would you personally consider HBO a particularly liberal network?

Well, we see with our own two eyes that even Ballers has an audience that is over 50% liberal. One might be inclined to answer the question “yes,” and move on.

But hold up…

Why are we asking? And who are we? If you are lucky enough to find yourself at StatSocial for the first time, we’ll explain. What we do here is analyze social media audiences. By which we mean any group of individuals who have gravitated toward one another in a social media context, or who you or I have bunched together ourselves. All self-identified redheads from Des Moines who listen to the Shirelles?

We can, if there are any of them, tell you what laundry detergents they prefer, what TV shows they watch, how old they are, in what geographic regions besides Des Moines they’re most common, and honestly just about anything you could imagine.

Fans, vocal detractors, hashtaggers, and for marketers — whose attention we’d love most of all to get — of greatest value, your own audience. No longer need your social media marketing campaigns consist of so much guess work and crossed fingers. You’ll know from day one with whom you’re communicating.

We get inside the audience, and we stress virtually any social audience you could imagine, and tell you who they really are as people.

Lately, for fun and education and as fans of the network, we’ve been focusing our blog entries on the programs of HBO. In this instance — with the assistance of our exciting partnership with IBM Watson and the integration of their Personality Insights™ tool into our reports — we are seeing which of HBO’s current shows’ audiences are most liberal.

The victor by a safe margin is Silicon Valley;. At times satirical (created by the great Mike Judge of Beavis and Butthead, Office Space, and Idiocracy fame), but during too many moments for comfort — since it deals with an industry already so grotesque and bizarre (and from all ends, from the multi-billion dollar multi-national to the wannabe entrepreneur in his garage) — it can just tell the truth and allow the industry it portrays with bone chilling accuracy to ridicule itself.

But it’s also as exquisitely plotted a sitcom as there’s ever been, and not one single member of its ensemble cast falls short of being Emmy worthy. Oh, and against all odds, even though they’re not always the most scrupulous, or brave, or reasonable bunch, you consistently root for the central characters.

The very unique region of northern California that shares the program’s name is so prominent it’s almost one of the characters. But, as tech folks who’ve never set foot in Palo Alto, we — and every single other person we’ve ever met in tech, pretty much all of whom watch Silicon Valley — will assure you it has nailed the entire industry; from the billionaire to the bottom feeder.

While the voting record of the real-life Silicon Valley is overwhelmingly Democrat, as tends to be the case among all tech types for reasons we couldn’t even begin to guess at, IBM Watson and their excellent Personality Insights™ tool does not define “liberal” and “conservative” in quite so cut and dried left/right terms

Personality Insights™ defines liberalism as “a readiness to challenge authority, convention, and traditional values.” Which if extrapolated upon starts to sound like something closer to “classical liberalism,” which by most modern definitions is considered a conservative ideology.

It can all get kind of confusing.

But we’re not here to teach political science, we’re here to beguile you with StatSocial science.

As background for our conclusions…

The baseline for all of our calculations — unless otherwise noted or specially requested — is the average social media audience. To what degree do the audiences of these shows conform to, or defy, Personality Insights’ definition of liberalism when compared to the average?

Below is a quick and dirty example of the sort of basic data you’d find in a StatSocial report (these, incidentally, are the top TV shows with Silicon Valley’s fans; starting with number two, as number one is rather evident.)

click to enlarge

The blue line is the actual percentage of fans of the audience being analyzed who are also fans of the corresponding item on the list. The grey line represents the baseline; which, as we say, will usually be the average of all of social media as a whole. Finally is one of our favorite and most special metrics, “the multiple,” which tells you the likelihood of one specific audience’s member also being a member of another specific audience.

For example, based on the chart above, we know that fans of Silicon Valley are 12.88 times more likely to be fans of Parks and Recreation than the average social media user. You can read a whole lot about the “multiple” and how game changing it can be, by by visiting blog.statsocial.com and clicking around

But we digress…

While this isn’t about governmental policy and politics, per se, the natural next place to look are all the same the network’s most overtly political shows. HBO currently runs two programs of direct political commentary, satirical in nature though they both may be. First, there’s the panel show, Real Time with Bill Maher.

Hosted, as it is, by an individual of unmistakably left-leaning, progressive views, he indeed famously does not toe the party line to the letter. He has cultivated an image of iconoclasm for every once in a while, in his characteristically blustery way bucking the status quo.

For example, he espouses an unapologetic and open hostility for Islam (exceeding his already outspoken distaste for all religion) — and a, let’s call it, “open-mindedness” to certain military interventions in the Middle East — that do not fall in lockstep with the mainstream Democrat, the audience he presumably most courts and certainly most attracts. In that way, he is indeed behaving “liberally” according to the Personality Insights™ definition. (“a readiness to challenge authority, convention, and traditional values,” in this case the authority being mainstream liberalism, and his readiness made manifest in his rants against Islam).

Continuing to speak of “liberalism” as a left or right thing, Maher also has his additional pet causes such as drug legalization, and such. Those subjects find more sympathies on the left perhaps, but is there by no means a unanimity on the subject.

Then there’s the runner-up on our list. Last Week Tonight. The show is hosted by an alumnus of Comedy Central’s unambiguously liberal — in the sense that we as a society, not merely IBM Watson define it — The Daily Show, British comedian John Oliver.

Oliver holds views on certain subjects that would more find him described as a moderate, or could easily garner him sympathy from the right and the left, where views on certain topics are hardly universal — his pieces on civil asset forfeiture, or even the death penalty (the last being an issue with many conservative opponents, such as all Catholics), easily could have found him fans from throughout the political spectrum — for the most part, he is pretty much the same kind of party-line liberal his old boss Jon Stewart was (and we’d imagine still is). But not exclusively.

Oliver’s wife is an Iraq War vet, and he involves himself in veterans’ causes quite openly. This hardly means he supports all U.S. military action, but still might run contrary to assumption.

That explains number one, two and four quite handily. They are shows which we could argue aggressively seek to upset the apple cart, and also court a liberal audience in the more conventional right/left sense as well.

They surely have acquired such an audience — a liberal audience — in the Personality Insights™ sense, to degrees rather significantly exceeding the baseline.

But what of show number three? Is there a liberal agenda at play behind all the armor and swords and D&D soap opera?

Well, George R.R. Martin, the author the A Song of Ice and Fire series of fantasy novels which Thrones so vividly brings to life is an unabashed Democrat. He doesn’t blog and/or speak of politics often, but when he has he’s volunteered opinions such as Barack Obama is “the most intelligent president we’ve had since Jimmy Carter.” But is that personal feeling reflected in the work? Is Thrones a particularly liberal show?

A purely hypothetical situation wherein HBO’s best and brightest gather to “make a difference.”

Martin is too good of a writer to allow his characters’ conflicts to be either so easily judged or resolved, and without turning this into a Thrones blog it could be said that his characters have at times exhibited heroism, or made choices clearly intended to be regarded as wise, that flouted political correctness and conventional liberal wisdom.

But they have always bucked authority. If the show has any central motifs, bucking authority is one of its strongest.

The program is nuanced, and its characters’ choices are not always obvious. This is why — while its audience is comfortably liberal — it still finds a not insignificant nearly 35% who do not identify as liberals among its fans.

It reminds one of the early-2000s HBO series, the widely hailed The Wire.While creator David Simon never made any bones about his liberalism, the program pulled in admirers from all corners.. So universal, finessed, and dead-on was the show’s critique of the bureaucracy and corruption consuming the average American city, and the show’s storytelling was so excellent, it found fans of all political and ideological stripes.

At a point it becomes not about left or right, and certainly not policy. It becomes about being human and asking yourself what would you do? When you can identify with a character, or can share in identifying an ill in society or in human nature, or share in an admiration of bravery and heroism, storytelling transcends mere politics. Liberalism in this sense is universally comprehensible.

Looking at the above chart two pieces of info which might seem missing.

“Was “liberalism” actually the top personality trait of the show in question?”

Then, “whatever its percent, if not the top Personality Insight™ of the show in question, what was?”

Interesting fact, one of the lowest ranked shows on this list found liberalism as its most defining personality trait. Whereas one of the top three, found liberalism a mere fourth on its personality list.

The characters on Girls more often speak of standing up to authority, or wishing they had the courage to do so, then actually doing so. Yet, their desire to make a mark in this world, to be iconoclastic, creative, and unique define them. It’s just that they’re less clear on how to go about accomplishing those things, and aren’t always motivated to do the work.

Looked at this way — and assuming such desires and apprehensions can be found among their core audience — their ranking makes perfect sense.

Here we’ve provided another colorful chart. It tells you which Personality Insight™ (usually imagination) the show’s audience most strongly identified with, and then shows where among their list of Personality Insights™ liberalism was ranked.

Yup, Girls’ strongest Personality Insight™ is liberalism, while still having one of the least liberal audiences by percentage. In addition to our above observations regarding ambition vs. reality, this type of statistic becomes much more easily achieved when a program’s social audience exceeds a million people, as does that of Girls.

And without belaboring the point it is precisely through THIS sort of insight that StatSocial gives marketers an edge. Girls’ top trait is liberalism. BUT, a vastly smaller portion of their audience fits this definition than most of the other shows. The added granularity and greater perspective change the story. If you use your imagination you could see how in some cases the added perspective of the bigger picture could change your plans quite a lot, and frankly you shouldn’t spend cent one without it.

The below chart might look okay, but it provides little in the way of surprising insight. Our having run it at all was cheeky and politically questionable. But it does demonstrate to you — the potential user of our magnificent StatSocial service — the granularity at your disposal when analyzing whatever audience it is that’s piquing your interest.

In this case we see if you were to eliminate the 87% of Girls’ audience that identifies as female, it would rank at around 6th place as opposed to 14th. We stopped making out chart after that as the male fans of Girls mirrored the female fans in nearly every relevant way. We had hoped for more in the way of revelation.

Anyway, we’ve gone on long enough. For goodness’ sake, 54% of the audience of BALLERS is identified as as having liberal personality type above all others. HBO, based on this criteria, and frankly more conventional criteria as well, is a liberal-leaning network.

HBO, we love you, and we really mean that. The writer of this blog entry remembers when you were on only on a few hours a day — in the late 70s — and anxiously waiting for you to start broadcasting.

I watched Young Frankenstein on you, with my father. The ‘Puttin’ on the Ritz” section made him laugh as hard as I’ve ever seen him laugh at anything, and that is an exceedingly fond memory. So you and me HBO, we’s cool.

But, love you or not, you’ve gotta admit, HBO? A little liberal. And according to Personality Insights™ definition, a lot.

To learn much more about StatSocial, the curious are encouraged to visit the StatSocial site itself, where you’ll find all sorts of stuff including sample reports.

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If you like what you’ve read, please take a few minutes to watch this overview of StatSocial’s data: