Kosinski and his team continued, tirelessly refining their models. In 2012, Kosinski demonstrated that from a mere 68 Facebook likes, a lot about a user could be reliably predicted: skin color (95% certainty), sexual orientation (88% certainty), Democrat or Republican (85%). But there’s more: level of intellect; religious affiliation; alcohol-, cigarette-, and drug use could all be calculated. Even whether or not your parents stayed together until you were 21 could be teased out of the data. (…)
The process is identical to the models that Michal Kosinski developed. Cambridge Analytica also uses IQ-Quiz and other small Ocean test apps in order to gain access to the powerful predictive personal information wrapped up in the Facebook likes of users. And Cambridge Analytica is doing precisely what Kosinski had warned about. They have assembled psychograms for all adult US citizens, 220 million people, and have used this data to influence electoral outcomes.
Antidote Zine: Trump Knows You Better Than You Know Yourself »
Update, another piece, at Motherboard: The Data That Turned the World Upside Down »