The Austin-based company revealed research at SXSW that analyzed over 2,000 film scripts and 25,000 characters from between 1930 and 2018. Using machine learning, sentiment analysis and natural language processing, StoryFit's approach demonstrates new ways to break apart narratives and character personality. The company says they ask over 10,000 queries of every script, focusing on what characters say and how they say it. Analyzing the "Big 5" personality traits, they found that 80 percent of female characters measured scored over 85 percent on agreeableness, while only 27 percent of men scored that highly. Characters like Rey from Star Wars: The Force Awakens, who score low on agreeableness, are outliers among female characters.