Traditional personality tests are based on a question and answer format. Dotin breaks away from that pattern and goes deeper into the subconscious. Understanding that the subconscious mind governs 95 percent of the decision-making process, the founders of Dotin, Ganesh Iyer and Sanjeev Ukhalkar, began working with Dr. Roman and a team of data scientist and psychologists. They quickly realized that by extracting subconscious data they could reveal more accurate personality attributes, thereby enhancing the accuracy of predictions with respect to business outcomes. This lead to the development of their patented Digital Personality Signature Software.
In its free lighter version, the software collects data from images on social media in order to capture attributes of the subconscious mind that can be used to predict decisions. The test pulls in a variety of images from a social media site chosen by the user. The user then selects ten images for analysis. In its enterprise version, the software works to identify known patterns in the pictures and then associates those patterns with specific details like employment affinity, buying behavior, and personality traits. With limited images, Dotin has worked with psychologists and data scientists to identify patterns per image that can be linked upto 150 different personality attributes.
The personality profile created by the digital fingerprint test has been analyzed and proven to be 70 percent satisfactory results. With more images, enterprise data and deep learning this model can be made more accurate and closer to users assessment. Dotin continuously conducts experiments to validate their data in order to increase the accuracy of their model.
IBM Watson, another cognitive technology company, is often viewed as a competitor to Dotin.
We want to study the things that people do without consciously thinking. This data can be applied to many applications and environments such as retail, education, and business
What differentiates the companies is that IBM Watson focuses on conscious behavior, while Dotin is focused on the subconscious. Iyer explains, “We actually compliment our competitors like IBM Watson by enhancing their solutions.”
The company is currently focused on human resource and retail arenas. The data collected from the digital fingerprint is used to help further careers, create compatible network matches, and help businesses create a more personalized user experience. Recently, Dotin created an application for San Jose State University to help improve student retention and career growth. By analyzing the subconscious traits identified in the students’ selected pictures, the app was able to connect students with compatible mentors and classmates interested in similar areas of study. It also featured job matches based on attributes and connected that data to show relevant local jobs that were available. In two months, there was a 10 percent increase in student engagement. “Also, in another highlight, a retail implementation for a company competing with Amazon Market place yielded 8.2x growth in 4 months due to Personalization,” says Ukhalkar.
Dotin continues to look at additional ways to improve their software by gaining a deeper understanding of the subconscious mind. They are currently working to incorporate musical tastes and pulse measurements into their model. Ukhalkar states, “We want to study the things that people do without consciously thinking. This data can be applied to many applications and environments such as retail, education, and business.”
To learn your 11 attributes in 13 seconds, go to Dotin now and take their free digital fingerprint test to create your profile.