Not so long ago I was thinking about the relationship between human behaviour and digital marketing. This seemed like we have a new set of data that determine user persona. Should we split a digital native person into online/offline user persona and create the Marketing Strategy? But let’s talk about yourself. Do we know each other better than our Social Media Profile do?
The digital footprint is a prominent part of our life. We are all being googled. We are all being judged by our profile on Social Media. The question is whether it is okay to do so. We can always filter the information we share. People tend to glamorize their lives and if we know that this is the case, why are we judging each other? What exactly can be predicted by looking into one’s profile? As a common user of the Facebook, we observe the data that are shown: Pictures and post updated. Yet, Facebook and Instagram use the whole bunch of Data Scientist that analyze the unbelievable scope of behaviour patterns. Thanks to the data breach of Cambridge Analytica, we are aware of the depth or these user studies.
In 2014. the research lab of The Psychometrics Centre at the University of Cambridge has created API (Apply Magic Sauce) that test your psychological traits via your profile. When I say psychological traits I do not mean something like ” What colour your aura is” or ” which character from friends are you”. Using Cambridge API, you are able to calculate leadership skills and the result of Briggs Mayer test. The Myers–Briggs Type Indicator (MBTI) is a self-report questionnaire that indicates different psychological preferences. By using MBTI we are determining how are we seeing the world around us and what are our motivational drivers.
The Myers–Briggs Type Indicator
The MBTI was constructed by Katharine Cook Briggs and her daughter Isabel Briggs Myers. It is based on the theory proposed by Carl Jung, who had speculated that humans experience the world using four principal psychological functions – sensation, intuition, feeling, and thinking – and that one of these four functions is dominant for a person most of the time. The underlying assumption of the MBTI is that we all have specific preferences in the way we construe our experiences, and these preferences underlie our interests, needs, values, and motivation.”
Although popular in the business sector, the MBTI exhibits significant psychometric deficiencies, including poor validation. – It is based on how do you perceive yourself. I am aware that you can fill out the questionnaire and get input on your personality – But it is beyond of my mind that you can click on the button, submit your profile and have the same test. Before the Cambridge, Analytica Data breach (CADB) API have used your Facebook profile, which is no longer available. During the period before CADB, Scientists from the Psychometrics Centre at the University of Cambridge have found, in a study of 86,000 Facebook profiles, that an individual’s character can be predicted based on their “likes” on the social network. Nowadays you can use your Twitter profile.
Who are we in digital
All this made me think, who knows me better? Are my own answers more valid than results gained by using my Social Media profile? “Given that so much of our lives are lived through digital devices, all of them collecting information about you, it’s a great opportunity for researchers to look at larger numbers of people in more detail than ever before,” explains Dr David Stillwell, co-author of the prediction software, titled ‘Apply Magic Sauce’. “Some things about it are interesting and some are a little scary, in terms of what computers are capable of.” David Stillwell is one of the most influential scientists in the field of digital behaviour. His work is focused on analysing digital records and predicting a range of sensitive personal attributes. His API actually can predict sexual orientation with an accuracy of 88%. David Stillwell is one of my favourite scientists for all the groundbreaking findings that he and his team has given us. Inspired by this progress of technology and digital behaviour that I wanted to test it. Since Facebook has no more involvement in Cambridge Research. I have used it on my Twitter profile. Let us find it out now: I will compare my Briggs-Mayer test result with the result that ” Apply the Macig Souse” has given.
This is my own answer.
This is the answer given by ” Apply the Magic Souce “
Answers are similar. Both of the test methods do recognise Intuitive, Feeling and Perceiving traits in my Behaviour. One thing that is mismatching is whether I am Extroverted or Introverted.
If you would like to do the same experiment, please let me know what your results are. In my next study, I will look into testing whether your Parter knows you better than Social Media Profile. Read it on my Medium profile.