Researchers from more than 100 institutions worldwide avail themselves of a database of psychological scores and social media data furnished by the University of Cambridge's Psychometrics Center. The Cambridge scientists think the database and other tools could be used to usher in a new era of psychological big data that can be channeled toward improving commercial and government services and scientific research--provided such tools are openly accessible.
The Psychometrics team's recently introduced Apple Magic Sauce interface can be used for marketing and research to produce psycho-demographic profiles from digital footprints.
Psychometrics researcher Vesselin Popov says targeted online advertising may be a burden, but it is less of a burden if consumers actually want the promoted items. "Using opt-in anonymous personality profiling based on digital records such as Facebook Likes or Last.fm scores could vastly improve targeted advertising and allow users to set the level of data-sharing they are comfortable with," he notes. "This data could then, with the permission of users, be used to enrich scientific research databases."
Meanwhile, the team is applying psychometric testing toward the development of video games that might benefit job centers by measuring applicants' psychological strength and weaknesses via gameplay.
Psychometrics Center director John Rust also thinks future human-computer interaction could be refined with psychometric data, which systems would use to recognize people.
From University of Cambridge
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