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The Atlantic: The dark side of that personality quiz you just took


A study co-authored by Dr David Stillwell, University Lecturer in Big Data Analytics and Quantitative Social Science at Cambridge Judge Business Scholl, is featured in an article looking at personality tests and how personal data can be used in digital platforms. Dr Stillwell distributed a personality test on Facebook that shows “big five” personality traits: openness, conscientiousness, extroversion, agreeableness, and neuroticism. Based on these data from Facebook users David and his colleague Michal Kosinksi were able to build a new system for predicting people’s personalities.

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