Unfortunately Watson is a HOAX.
Please read also:
"Work Wanted: IBM Watson program offers personality insights to employees"
"The analysis is based on the “Big 5” personality traits used by social scientists: openness, conscientiousness, extraversion, agreeableness, and neuroticism. It also provides information on a range of emotions, such as fiery, immoderate, melancholy and prone to stress. Finally, Watson adds on needs this individual may have, such as challenge, closeness, harmony, liberty and love. Presumably, if you want to connect on an emotional level with a customer, to recruit or sell to someone, you could craft messages that speak the right language. "
Unfortunately the Big Five normative personality test is obsolete, it has been proven as an incomplete and incorrect model of personality. The HEXACO (a.k.a. Big Six) is another oversimplification.
Personality Based Recommender Systems are the next generation of recommender systems because they perform far better than Behavioural ones (past actions and pattern of personal preferences)
That is the only way to improve recommender systems, to include the personality traits of their users. They need to calculate personality similarity between users.
In case you had not noticed, recommender systems are morphing to compatibility matching engines, as the same used in the Online Dating Industry.
The 3 milestone discoveries of the 2001 - 2010 decade for Theories of Romantic Relationships Development are:
I) Several studies showing contraceptive pills users make different mate choices, on average, compared to non-users. "Only short-term but not long-term partner preferences tend to vary with the menstrual cycle"
II) People often report partner preferences that are not compatible with their choices in real life. (Behavioural recommender systems or other system that learns your preferences are useless)
III) What is important in attracting people to one another may not be important in making couples happy. Compatibility is all about a high level on personality similarity between prospective mates for long term mating with commitment.
The key to long-lasting romance is STRICT PERSONALITY SIMILARITY, and not "meet other people with similar interests"
The only way to revolutionize the Online Dating Industry is using the 16PF5 normative personality test, available in different languages to assess personality of members, or a proprietary test with exactly the same traits of the 16PF5 and expressing compatibility with eight decimals (needs a quantized pattern comparison method, part of pattern recognition by cross-correlation, to calculate similarity between prospective mates.)
High precision in matching algorithms is precisely the key to open the door and leave the infancy of compatibility testing.
Without offering the NORMATIVE16PF5 (or similar test measuring exactly the 16 personality factors) for serious dating, it will be impossible to innovate and revolutionize the Online Dating Industry
All other proposals are NOISE and perform as placebo.