Cambridge Analytica captured the data of 87 million Facebook users, without their consent, and then used that data to target them with political advertising. This data included some people’s self-assessments on the Big Five Personality Factors: Neuroticism, Extraversion, Openness, Agreeableness and Conscientiousness. What and how much can the Big Five really reveal about us? As a clinical psychologist, who has been using the the Big Five with clients for over 35 years, my pro