Omnicom Health Group with Watson
big five flavors
An interactive experience at Cannes Lions Health 2017, using the power of IBM WatsonTM to find delegates’ Big Five personality types, and discover how these affect their choice of macaron.
Raspberry
Licorice
Lemon
Black Tea, Rose and Honey
Pistachio
%
of delegates are
open
and
chose
%
of delegates are
neurotic
and
chose
%
of delegates are
Conscientious
and
chose
%
of delegates are
Agreeable
and
chose
%
of delegates are
extravert
and
chose
What is Data is Delicious?
This two-day taste test has been created by Omnicom Health Group to discover if and how the Big Five personality types of Lions Health delegates influence their decision when shown five different flavors of macaron.
Their Big Five personality types are determined by a linguistic analysis of their Twitter feeds. And the possibilities for using tools like these – and the insights they give us – are endless. Imagine how much more engaging our communications with HCPs, payers and patients would be if we used such delicious data to better understand their preferences and behaviors.
No. of macarons munched
nuts
Nuts nibbled
whisk
Egg whites whisked
Most common personality type
Least common personality type
Most popular flavor