LAUSR

Personality psychology has long been grounded in data typologies, particularly in the delineation of behavioural, life outcome, informant–report, and self–report sources of data from one another. Such data typologies are becoming obsolete in the face of new methods, technologies, and data philosophies. In this article, we discuss personality psychology's historical thinking about data, modern data theory's place in personality psychology, and several qualities of big data that urge a rethinking of personality itself. We call for a move away from self–report questionnaires and a reprioritization of the study of behaviour within personality science. With big data and behavioural assessment, we have the potential to witness the confluence of situated, seamlessly interacting psychological processes, forming an inclusive, dynamic, multiangle view of personality. However, big behavioural data come hand in hand with important ethical considerations, and our emerging ability to create a ‘personality panopticon’ requires careful and thoughtful navigation. For our research to improve and thrive in partnership with new technologies, we must not only wield our new tools thoughtfully, but humanely. Through discourse and collaboration with other disciplines and the general public, we can foster mutual growth and ensure that humanity's burgeoning technological capabilities serve, rather than control, the public interest. © 2020 European Association of Personality Psychology