The Facebook Likes are one of the easiest way to interact with a huge number of sites, and users have loved the feature ever since it came out. What most of them don’t suspect is that meaningful data about their personality traits can be extracted from something as simple as a series of Likes. In the Big Data world, people often say “more data is better than smarter algorithms” and this seems like a case where this is true again. Researchers at Cambridge’s Psychometrics Centre and Microsoft have mined the Like usage of 58,000 users and were able to extract accurate information about their religious affiliation (82% accurate), race (95% accurate), divorced parents (60% accurate) and even substance abuse (65%-73% accurate). These are not things that one may think could be obviously derived from a series of Likes, but the study proves that it’s possible. (more…)
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