DIGITAL ASPECTS OF PSYCHOTYPING IN SOCIOLOGICAL RESEARCH (BASED ON HEALTHCARE MANAGEMENT ISSUES)

Effective management is impossible without quality data. Given the current crisis of applied research, the search for a productive approach to integrate psychological scales into applied sociology is topical. More emphasis on psychology can help, among other things, to reevaluate classical socio-demographic determinants of research and improve the practice of segmentation. At the same time, direct integration of psychological scales into questionnaires is problematic due to the voluminous nature of classical psychological scales. The study proposes an approach to psychotyping the target audience and identifying these types by utilizing AI, based on analyzing the text of the conversation/statement and additional information about the person instead of asking direct questions. The selected four psychotypes representing three dichotomies — emotion vs. “philosophy,” progress vs. tradition, and extraversion vs. introversion — are briefly described, and some of their characteristics in terms of interaction with healthcare are given. Within the framework of this approach, two subsamples are typified, which are taken from a representative telephone survey of Moscow residents (N=800) and an analysis of Muscovites' messages in social media (N=14977) on topical managerial issues of health care, including issues of managing perceptions of polyclinic services. The study estimates the manifestations of these types in the two data sets and demonstrates the differentiating power of psychotypes. Several recommendations are given based on the analysis of the psychotypes manifestations, particularly on the revealed significant predominance of the manifestation of “emotional” psychotype in social media. The study presents the prototype of the “AI-psychodiagnostician,” created for solving the set task. The practical value of the work is the presentation of rare empirical data on the representation of “normal” psychotypes in the population, applied recommendations on the consideration of psychotypes in infopolitics and health care, and a new approach to the use of AI in sociological research. Theoretical novelty consists in the demonstration of a new approach to sociological research, when the unit of analysis is not the respondent, but the manifested psychotype.