Facebook data know you better than your own mother

Using a sample of more than 86,000 volunteers on Facebook who completed a 100-item personality tests and gave access to their Likes, the researchers built a model that predicted personality traits based on Likes—for instance, people who Like, say, the artist Salvador Dali or TED Talks tend to be open-minded, while those who Like the US reality TV personality Snooki are unusually outgoing. The scientists then tested the model against an additional 17,600 participants judged by one friend or family member, and more than 14,400 subjects evaluated by two.

via Facebook data know you better than your own mother – Quartz.

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