Technology patents are being handed out left and right. Especially to brands like Apple, but have you heard about Spotify’s new patent?
Personality Tracking Technology
In the last few months, Spotify has gotten their hands on a handful of patents, but one particular patent stands out.
The patent was filed back in November of 2018 by Spotify, but it was just approved in early October of 2020.
According to , the patent is for a new technology that uses “methods and systems for personalizing user experience based on [user] personality traits”.
The patent is based on the claim that Spotify needs to find methods of identifying personality traits for users and this can be achieved through analyzing the music users listen to along with when they listen and for how long they are tuning in to each song. Spotify also looks at the mood of the user, their demographics, and their favorite music genre.
All of this will help personalize content for the user for the most personalized music selection.
How Does it Work?
Using state of the art technology, Spotify builds a personality model for the user and then assigns them a specific personality trait.
Some users may even be asked to fill out a questionnaire that contains questions based on the Big Five personality traits which include openness, conscientiousness, extraversion, agreeableness, and neuroticism.
Then, Spotify uses the results to promote specific content to users based on their personality traits. It is all another way for the company to connect more deeply with their users.
Examples of How it Works
This might seem a little confusing at first, but here are some examples to help explain the process better.
If Spotify distinguishes that your personality trait is extraversion based on their findings, Spotify will promote more exciting and upbeat music to you.
Or maybe you identify as conscientiousness, you might experience more content that is quiet and soft.
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