TA Telecom launches personality mapping project in Egypt

Beta trials for the Nafsi big data project spearheaded by TA Telecom have launched in Egypt, Kenya, Uganda and South Africa, with the project aiming to use mobile technology to collect data mapping the personalities of people across Africa.

Nafsi – meaning “soul” or “being” in Swahili and Arabic – will have individuals across Africa take a mobile psychometric test to identify their personality type, based on which a full breakdown of a participant’s character as well as tailored life advice will be provided.

TA Telecom will aggregate and analyse data gathered to create personality maps of Africa, highlighting social attitudes and trends in the individual countries.

The information is intended to create opportunities for companies doing business in Africa, giving organisations a fresh insight into individual countries, and enabling organisations to reach out effectively to their target audiences.

“Africa can never be seen as one market. Each country has its own rules, regulations, religions, languages and social identity. Nafsi allows us to talk directly to the people in every country and find out what makes them tick,” said Amr Shady, chief executive officer (CEO) of TA Telecom.