About us

Research Behind Personality U

Personality U is a personalized shopping platform developed as part of academic
research in marketing and consumer behavior. The platform uses a scientifically
validated personality test, the Ten-Item Personality Inventory (TIPI), to measure the
Big Five personality traits and create personalized product designs based on each
individual’s personality.
It combines psychological research with creative design to
offer meaningful personalization instead of basic customization.

After completing the personality test, customers are shown AI-generated designs
tailored to their personality results, which they can then select and purchase.
This project is led by academic researchers Prof. Renana Peres (Hebrew University
of Jerusalem) and Prof. David A. Schweidel (Emory University). Their work focuses on personalization, consumer behavior, and the use of data and technology to create
meaningful consumer experiences.

They recently participated in an American
Marketing Association talk titled “Up Close and Personal: Hyper-Personalization in
Marketing,” discussing how advanced personalization is shaping the future of
marketing.


About the Researchers

Prof. Renana Peres

KMART Professor of Marketing and Head of the Marketing Department at the
Hebrew University Business School, and Head of the MBA International Program.
Holds a PhD in Marketing from Tel Aviv University, MSc and BSc in Physics from the Hebrew University of Jerusalem, and an MBA from Tel Aviv University.

Author of Innovation Diffusion and New Product Growth.
Research focuses on the interplay between brands, consumer social interactions, and firm decisions, including how brand perceptions are formed, how word of mouth
spreads, and how social interactions translate into sales. Work also examines
consumer data ownership and monetization using methodologies such as
blockchain, agent-based models, machine learning, content analysis, and diffusion
models.
Senior Editor of the International Journal of Research in Marketing, with publications across exact sciences, social sciences, and humanities.

Prof. David A. Schweidel

Professor of Marketing at Emory University’s Goizueta Business School.
Holds a B.A. in mathematics, M.A. in statistics, and Ph.D. in marketing from the University of Pennsylvania. Author of Social Media Intelligence and Profiting from the Data Economy.
Research focuses on customer relationship management, social media analytics, and the development of statistical models to understand customer behavior and support
managerial decision-making. Work examines how technology and data shape interactions between consumers and firms.
Publications appear in leading journals including Journal of Marketing, Journal of Marketing Research, Marketing Science, and Management Science, and have received multiple academic awards and recognitions.

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