University predicts personalities based on Facebook likes

Researchers at the Psychometric Centre of Cambridge University have come up with a method to predict someone's personality based on what they “like” on Facebook.

Researchers at the Psychometric Centre of Cambridge University have come up with a method to predict someone's personality based on what they “like” on Facebook.

 
Unsurprisingly, those who like Mozart are considered to have a high IQ. More surprising, however, is the fact that liking Morgan Freeman's voice or curly fries is also seen as indicative of above average intelligence.
 
Michael Kosinksi, operations director for the research, suggested that more intelligent people appear to like “quirky” things, which may explain the attraction to the oddly-shaped fries.
 
Some “likes” are obvious clues to beliefs or political persuasion, such as those liking Barack Obama usually being Democrats. Others provide a deeper inkling into a person's mind and emotions, such as liking comedic author Terry Pratchett being seen as an indication of shyness.
 
curlyfries like University predicts personalities based on Facebook likes
Apparently there are 986,000 intelligent people in the world.
 
The university worked with Microsoft to compile and analyse a mind-boggling nine million “likes,” giving them a good picture of who people are, and highlighting the lax privacy on the dominant social network.
 
The study was able to deduce if someone came from a broken home or a secure family, with people from the former group tending to like emotional phrases like “I'm sorry I love you,” while those with a more secure background tended to like more dismissive statuses, such as “ Watching Peoples’ Lives Fall Apart Via Status Updates And News Feeds.”
 
This information will no doubt be sought by advertisers, who already spend millions building profiles of people, but the researchers said it could also be used by recruitment firms to accept or reject people before even going for an interview. Of course, these are only patterns, and there will always be people who defy the trend.
 
We're off to “like” curly fries then.
 
Source: The Telegraph