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Scientists Used Facebook For The Largest Ever Study Of Language And Personality ...

• Business Insider

The volunteers completed a common personality questionnaire through a Facebook application and made their Facebook status updates available so that researchers could find linguistic patterns in their posts.

Drawing from more than 700 million words, phrases, and topics, the researchers built computer models that predicted the individuals’ age, gender, and their responses on the personality questionnaires with surprising accuracy.

The “open-vocabulary approach” of analyzing all words was shown to be equally predictive (and in some cases moreso) than traditional methods used by psychologists, such as self-reported surveys and questionnaires, that use a predetermined set of words to analyze.

Basically, it's big data meets psychology.

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