> By relying somewhat on self-selection Aleksandr's firm was able to profile facebook users. Since there was no second-guessing by the subject of the test as wh

> By relying somewhat on self-selection Aleksandr's firm was able to profile facebook users. Since there was no second-guessing by the subject of the test as what a "question might say about them" I think it was pretty robust methodology. Having worked in adtech, and as a psychologist who's attempted to use OCEAN for said adtech, I never found it to work better than standard approaches. Additionally, Costa and McCrae created the Big 5, found it didn't replicate in confirmatory factor analysis, so they created a new method of CFA which did replicate it. Like, E O and N are probably real, but the overall structure does not replicate and should not be taken very seriously.