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However, there are lots of opportunities to use it in other ways. Gaining followers and fans feels important. Hoverwatch can also be installed on Windows and Mac computers. Two to eight people can be in a chat together at the same time.
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FlexiSPY is a top of the line application designed for smartphones Teens are always connected. Earbud Headphones site. Supported Devices: January 3, am Hi, is there any whatsapp spy software that doesnt need to be installed on the target phone? This includes their needs and fears, and how they are likely to behave. The "Big Five" has become the standard technique of psychometrics. But for a long time, the problem with this approach was data collection, because it involved filling out a complicated, highly personal questionnaire.
Then came the Internet. And Facebook. And Kosinski. Michal Kosinski was a student in Warsaw when his life took a new direction in He was accepted by Cambridge University to do his PhD at the Psychometrics Centre, one of the oldest institutions of this kind worldwide.
Kosinski joined fellow student David Stillwell now a lecturer at Judge Business School at the University of Cambridge about a year after Stillwell had launched a little Facebook application in the days when the platform had not yet become the behemoth it is today.
Their MyPersonality app enabled users to fill out different psychometric questionnaires, including a handful of psychological questions from the Big Five personality questionnaire "I panic easily," "I contradict others". Based on the evaluation, users received a "personality profile"—individual Big Five values—and could opt-in to share their Facebook profile data with the researchers.
Followers of Lady Gaga were most probably extroverts, while those who "liked" philosophy tended to be introverts. Kosinski had expected a few dozen college friends to fill in the questionnaire, but before long, hundreds, thousands, then millions of people had revealed their innermost convictions.
Suddenly, the two doctoral candidates owned the largest dataset combining psychometric scores with Facebook profiles ever to be collected. The approach that Kosinski and his colleagues developed over the next few years was actually quite simple. First, they provided test subjects with a questionnaire in the form of an online quiz. From their responses, the psychologists calculated the personal Big Five values of respondents.
Kosinski's team then compared the results with all sorts of other online data from the subjects: what they "liked," shared or posted on Facebook, or what gender, age, place of residence they specified, for example. This enabled the researchers to connect the dots and make correlations. Remarkably reliable deductions could be drawn from simple online actions.
For example, men who "liked" the cosmetics brand MAC were slightly more likely to be gay; one of the best indicators for heterosexuality was "liking" Wu-Tang Clan. While each piece of such information is too weak to produce a reliable prediction, when tens, hundreds, or thousands of individual data points are combined, the resulting predictions become really accurate. Kosinski and his team tirelessly refined their models.
In , Kosinski proved that on the basis of an average of 68 Facebook "likes" by a user, it was possible to predict their skin color with 95 percent accuracy , their sexual orientation 88 percent accuracy , and their affiliation to the Democratic or Republican party 85 percent.
But it didn't stop there. Intelligence, religious affiliation, as well as alcohol, cigarette and drug use, could all be determined. From the data it was even possible to deduce whether someone's parents were divorced. The strength of their modeling was illustrated by how well it could predict a subject's answers. Kosinski continued to work on the models incessantly: before long, he was able to evaluate a person better than the average work colleague, merely on the basis of ten Facebook "likes.
More "likes" could even surpass what a person thought they knew about themselves. On the day that Kosinski published these findings, he received two phone calls. The threat of a lawsuit and a job offer. Both from Facebook.
Michal Kosinski. Courtesy of Kosinski Only weeks later Facebook "likes" became private by default. Before that, the default setting was that anyone on the internet could see your "likes.
Anybody who wants to evaluate themselves based on their Facebook "likes" can do so on Kosinski's website , and then compare their results to those of a classic Ocean questionnaire, like that of the Cambridge Psychometrics Center. Our smartphone, Kosinski concluded, is a vast psychological questionnaire that we are constantly filling out, both consciously and unconsciously.
But it was not just about "likes" or even Facebook: Kosinski and his team could now ascribe Big Five values based purely on how many profile pictures a person has on Facebook, or how many contacts they have a good indicator of extraversion. But we also reveal something about ourselves even when we're not online. For example, the motion sensor on our phone reveals how quickly we move and how far we travel this correlates with emotional instability.
Above all, however—and this is key—it also works in reverse: not only can psychological profiles be created from your data, but your data can also be used the other way round to search for specific profiles: all anxious fathers, all angry introverts, for example—or maybe even all undecided Democrats?
Essentially, what Kosinski had invented was sort of a people search engine. He started to recognize the potential—but also the inherent danger—of his work. To him, the internet had always seemed like a gift from heaven. What he really wanted was to give something back, to share. Data can be copied, so why shouldn't everyone benefit from it? It was the spirit of a whole generation, the beginning of a new era that transcended the limitations of the physical world.
But what would happen, wondered Kosinski, if someone abused his people search engine to manipulate people? He began to add warnings to most of his scientific work.
His approach, he warned, "could pose a threat to an individual's well-being, freedom, or even life. Around this time, in early , Kosinski was approached by a young assistant professor in the psychology department called Aleksandr Kogan.
He said he was inquiring on behalf of a company that was interested in Kosinski's method, and wanted to access the MyPersonality database. Kogan wasn't at liberty to reveal for what purpose; he was bound to secrecy. At first, Kosinski and his team considered this offer, as it would mean a great deal of money for the institute, but then he hesitated.
Kosinski Googled the company: "[We are] the premier election management agency," says the company's website. SCL provides marketing based on psychological modeling. One of its core focuses: Influencing elections. Influencing elections? Perturbed, Kosinski clicked through the pages.
What kind of company was this? And what were these people planning? What Kosinski did not know at the time: SCL is the parent of a group of companies. Who exactly owns SCL and its diverse branches is unclear, thanks to a convoluted corporate structure, the type seen in the UK Companies House, the Panama Papers, and the Delaware company registry.
Kosinski knew nothing about all this, but he had a bad feeling. On further investigation, he discovered that Aleksandr Kogan had secretly registered a company doing business with SCL. Kosinski came to suspect that Kogan's company might have reproduced the Facebook "Likes"-based Big Five measurement tool in order to sell it to this election-influencing firm.
He immediately broke off contact with Kogan and informed the director of the institute, sparking a complicated conflict within the university. The institute was worried about its reputation. Aleksandr Kogan then moved to Singapore, married, and changed his name to Dr. Brexit All was quiet for about a year.
Then, in November , the more radical of the two Brexit campaigns, "Leave.
EU," supported by Nigel Farage, announced that it had commissioned a Big Data company to support its online campaign: Cambridge Analytica. The company's core strength: innovative political marketing—microtargeting—by measuring people's personality from their digital footprints, based on the OCEAN model. After the Brexit result, friends and acquaintances wrote to him: Just look at what you've done.
Now Kosinski received emails asking what he had to do with it—the words Cambridge, personality, and analytics immediately made many people think of Kosinski. It was the first time he had heard of the company, which borrowed its name, it said, from its first employees, researchers from the university. Horrified, he looked at the website. Was his methodology being used on a grand scale for political purposes? Everywhere he went, Kosinski had to explain that he had nothing to do with this company.
It remains unclear how deeply Cambridge Analytica was involved in the Brexit campaign. Cambridge Analytica would not discuss such questions. For a few months, things are relatively quiet. Decision-makers from all over the world have been invited, among them Swiss President Johann Schneider-Ammann.
A slim man in a dark suit walks onto the stage. A hush falls. Many in attendance know that this is Trump's new digital strategy man.
A video of the presentation was posted on YouTube. A few weeks earlier, Trump had tweeted, somewhat cryptically, "Soon you'll be calling me Mr. But few had noticed the connection with Trump's recent hiring of a marketing company named Cambridge Analytica. Alexander Nix. The year-old Trump is not digitally savvy—there isn't even a computer on his office desk.
Trump doesn't do emails, his personal assistant once revealed.
She herself talked him into having a smartphone, from which he now tweets incessantly. Hillary Clinton, on the other hand, relied heavily on the legacy of the first "social-media president," Barack Obama.
She had the address lists of the Democratic Party, worked with cutting-edge big data analysts from BlueLabs and received support from Google and DreamWorks.
When it was announced in June that Trump had hired Cambridge Analytica, the establishment in Washington just turned up their noses. Foreign dudes in tailor-made suits who don't understand the country and its people?
Cambridge Analytica had become involved in the US election campaign almost two years earlier, initially as a consultant for Republicans Ben Carson and Ted Cruz. Cruz—and later Trump —was funded primarily by the secretive US software billionaire Robert Mercer who, along with his daughter Rebekah, is reported to be the largest investor in Cambridge Analytica. The idea that all women should receive the same message because of their gender—or all African Americans because of their race.
Though this might be true, Cambridge Analytica's role within Cruz's campaign isn't undisputed. In December the Cruz team credited their rising success to psychological use of data and analytics.
In Advertising Age , a political client said the embedded Cambridge staff was "like an extra wheel," but found their core product, Cambridge's voter data modeling, still "excellent. Nix clicks to the next slide: five different faces, each face corresponding to a personality profile.