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Using Social Media To Predict BehaviourVesselin Popov, Development Strategist

IIEX North America 2015

InsightsTargeting

Personalisation

TestsSocial Media

Digital footprints

Big Data Psychology> >

Insights

100 question IPIP version of NEO-PI-R Traits

Delay Discounting

336 question IPIP version of NEO-PI-R Facets

Body Consciousness

Satisfaction with life scale Moral Foundations

Rust’s vocational personality MUSIC Personality

Sensational interests questionnaire Empathy Quotient Scale

Self-Monitoring Barratt Impulsivity Scale

Pennebaker Inventory of Limbic Languidness (PILL)

Relationship Scales Questionnaire

Job Self-Efficacy Scale My memories of upbringing

Forms of self-criticizing/attacking and self-reassurance scale (FSCS)

Centre for Epidemiological Study Depression Scale

Schwartz's Values Survey Passion Towards Work Scale

Pregnancy Explorer Thing-Person Orientation

Volunteer Personality Scale IQ test on myIQ

40 journal articles since 2011

6mil individual psych & social profiles

Research data shared with 80 Universities

The myPersonality project began as a Facebook app in 2007

Honest feedback was the only incentive

All data collected through opt-in

25 Validated Psychometric Tests

“digital records of behavior can be used to automatically and accurately predict a range of highly sensitive personal attributes”

March 2013

Wu,  Y.,  Kosinski,  M.  &  S0llwell,  D.  (2015)  Computer-­‐based  personality  judgements  are  more  accurate  than  those  made  by  humans.  Proceedings  of  the  Na2onal  Academy  of  Sciences  (PNAS)  

Political Views Religious Views Use of Language

Intelligence Life SatisfactionBIG5 Personality

Age

Gender

Ethnic Origin

Sexual orientation

Relationship status

Concentration/Major

Density of friend network

Parents’ relationship status

Use of addictive substances

Predicting traits from social media

Apply Magic Sauce API

Targeting

Psychologically Targeted Participant Recruitment

Conscien0ous    

Openness

Conscientiousness

Extraversion Agreeableness

Neuroticism

Tom Cruise Frank Sinatra

Liberal & Artistic LikesOscar WildeCharles BukowskiSylvia PlathLeonardo Da VinciBauhausDmt The Spirit MoleculeAmerican GodsJohn WatersPlatoLeonard Cohen  

Reach the Hard-to-Reach Groups

Conscien0ous    

E.g. 40 to 50-year-old men of Hispanic origin, who live in the US, and who are interested in relationships with other men.

The Facebook ad platform currently reports 11,000 individuals matching this profile, who could be reached with a cost-per-click of between $0.40 and $0.80.

Benefits of aggregated targeting approach:-  Preserves privacy-  Avoids stigmatization-  Natural environment-  Cost-efficient

Personalisation

Personality, Gender, and Age in the Language of Social Media: The Open-Vocabulary Approach by Schwartz, H. A., Eichstaedt, J.C., Kern, M.L., Dziurzynski, L., Ramones, S.M., Agrawal, M. Shah, A., Kosinski, M., Stillwell, D.S., Seligman, M.E.P, Ungar, L.H. PLoS ONE, 2013.

<- Words used by introverts in Facebook status updates

Words used by Extraverts ->

•  Extraverts preferred images with several people and intense colours (high saturation)•  Introverts preferred images with one person and light colours (low saturation)

InsightsPredict psychology from digital footprints

TargetingReach the hard-to-reach without intrusion

PersonalisationTailor language, images, etc. to the individual

Thank you

Vesselin Popovvp288@cam.ac.uk @VessPopov