Trump likes Facebook “Likes”

By Paul Clifton. The Cambridge Analytica company was derived from a research collaboration in 2008 between two PhD students, Kosinski and Stilwell, at Cambridge University’s Psychometrics Centre, which had developed in the 1980s a personality profile test with the acronym OCEAN – for openness, conscientiousness, extroversion, agreeableness, neuroticism. OCEAN initially required filling out a complicated, highly personal questionnaire, but in 2008 Stilwell launched an online version in a Facebook app, MyPersonality, which took off and gave them the largest dataset combining psychometric scores with millions of Facebook profiles ever to be collected. More...