Дмитрий Коренев

The choleric is an introvert in the Active life position. That is, a person who knows everything about themselves and, through that knowledge, shapes the world around them in a dominant way. The word “choleric” itself is a pop label — a very well-known one, and 3,000 years old by now. But what stands behind it?

What does the brand of your car say about you? Quite often — about your character and your temperament, and this comes from market research. Which car brands interest sanguines, cholerics, melancholics and phlegmatics — and how do these preferences follow from psychoanalysis?

Why and what for are we in relationships? What do we need from a partner? How do you choose the object of your infatuation? Always in the same way? Really? Elizabeth Taylor married eight times, and every time it fell apart. So what was she looking for? And what if the criteria for choosing change as a person grows? And if they change, can we ever stop searching for our person? Or, simpler still, find them straight away?

This post is the verbatim report of the presentation of Alexander Nix, Cambridge Analytica CEO, at Online Marketing Rockstars Festival 2017. Alexander talks about big data, the OCEAN methodology used to predict people's behavior and the persuasive power of psychometrics.