Wild West of Data

A colleague of mine, Victoria Elizabeth from Ometria, recently conducted a fascinating interview with Michal Kosinski from Cambridge University on an exciting social media psychometrics project that he has co-ordinated over the past six years. Using 150 research teams around the world, the project centered around a psychometric profiling test, in which over 8 million Facebook users participated (via a third party app). The object of the experiment was then to correlate the results of this test with publicly available 'social signals' or 'Likes' on Facebook, in order to see with what accuracy they were able to predict personality traits according to the Five Factor model, as well as more intimate details of one's sexual orientation, religion and political persuasion.

The results were outstanding, and in the interview with Michal, Victoria explorea the implications of how personal data is now so widely given out online, how it is stored, and how it will potentially be used in the future - and what individuals and marketers ought to be doing about it.

It's worth reading the full interview with Michal Kosinski.

The Wild West of Data

Comments by other travellers

There are no posts. Why not be the first to have your say?

Post a comment

I want to
My comment - optional
Rating - how would you rate this place or experience?

About this author

  • James Dunford Wood

    Founder and former MD of Travelintelligence.com, James teamed up with online publisher James Blackwell to launch Worldreviewer …

Also by this author

Latest travel blog posts