Many researchers, including myself (e.g. Kosinski, Graepel & Stillwell, 2013), have published research showing that psychological traits like personality and intelligence can be predicted from the digital footprints people leave behind when they use digital services like social media. Should this capability be used in practice, and if so under what conditions? The Facebook Cambridge Analytica scandal clearly demonstrates that the public is uneasy when they feel their data was misused, but on the other hand the public also likes personalized recommendations and services. This session will introduce the big data psychometrics technology and will then encourage debate on its application by organisations.
Dr. David Stillwell is Lecturer in Big Data Analytics and Quantitative Social Science at Judge Business School in the University of Cambridge. He is also Academic Director of the Psychometrics Centre.
David studies the links between big data and psychology; his research with 6 million social media users found that the computer can predict a user’s personality as accurately as their spouse can. Follow up research found that personalizing an advert to the recipient’s psychology is more effective than generic ads.
David has also published research using various big data sources to show that spending money on products and services that match one’s personality leads to greater life satisfaction, that people tend to date others who have a similar personality, and that people who swear seem to be more honest.
Cihan Cobanoglu, PhD, is the McKibbon Endowed Chair Professor of the College of Hospitality & Tourism Leadership (CHTL) at the University of South Florida Sarasota-Manatee (USFSM), and he also serves as the director of the M3 Center for Hospitality Technology and Innovation and coordinator of International Programs for the College of hospitality & Tourism Leadership. He is a renowned hospitality and tourism technology expert.
Dr. Cobanoglu is a Fulbright Specialist commissioned by the Fulbright Commission, which is part of the U.S. Department of State’s Bureau of Educational and Cultural Affairs (ECA) and World Learning (2018-2021).
He currently serves as president of the Association of North America Higher Education International (ANAHEI). In addition, he serves as publisher of ANAHEI Publishing. Dr. Cobanoglu served as the chair of the American Hotel and Lodging Association’s (AHLA) Technology and E-Business Committee from 2009 to 2011 and as a member of the CHTP Advisory Council and Editorial Advisory Board of HFTP.