Big data is subject to much hype. The ability to manipulate vast swaths of information at warp speed is transforming businesses across the world. But as with all technologies there are risks. All users of technology should take note: with big data comes big responsibility.
A recent study I jointly led concludes it is possible to create instantaneous and surprisingly detailed psycho-demographic user profiles – containing statistically valid information about an individual’s race, personality and IQ scores, happiness, substance use, sexuality, political views and religious beliefs – using only publicly available Facebook Likes.