Michal Kosinski calculates people’s character based on their Facebook likes. He is Assistant Professor of Organizational Behavior at the Stanford University Graduate School of Business and coordinates the myPersonality Project, in which 200 researchers worldwide analyze more than eight million Facebook profiles.
The Standford professor’s research focuses on the digital footprint and what it says about people’s sexual orientation, political views or interests. Computer-aided methods such as big data mining help him to analyze the digital traces. Michal Kosinski gained worldwide fame because Donald Trump – with the help of Cambridge Analytica – is said to have made use of his technology in the election campaign.

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