Archetype-Based Modeling of Persona for Comprehensive Personality Computing from Personal Big Data

A model describing the wide variety of human behaviours called personality, is becoming increasingly popular among researchers due to the widespread availability of personal big data generated from the use of prevalent digital devices, e.g., smartphones and wearables. Such an approach can be used to model an individual and even digitally clone a person, e.g., a Cyber-I (cyber individual). This work is aimed at establishing a unique and comprehensive description for an individual to mesh with various personalized services and applications. An extensive research literature on or related to psychological modelling exists, i.e., into automatic personality computing. However, the integrity and accuracy of the results from current automatic personality computing is insufficient for the elaborate modeling in Cyber-I due to an insufficient number of data sources. To reach a comprehensive psychological description of a person, it is critical to bring in heterogeneous data sources that could provide plenty of personal data, i.e., the physiological data, and the Internet data. In addition, instead of calculating personality traits from personal data directly, an approach to a personality model derived from the theories of Carl Gustav Jung is used to measure a human subject’s persona. Therefore, this research is focused on designing an archetype-based modeling of persona covering an individual’s facets in different situations to approach a comprehensive personality model. Using personal big data to measure a specific persona in a certain scenario, our research is designed to ensure the accuracy and integrity of the generated personality model.