Life Online - Mirror

Science Museum

This was a genuine and academically rigorous personality diagnosis based on data science your online behaviour. Although now somewhat overshadowed by the fact the people we worked with went on to become Cambridge Analytica - you know the people who supposedly won Trump the election and Vote Leave the Brexit referendum.

We teamed up with Cambridge Psychometrics Centre, as they were known then, to use their data set (they can predict your religion or politics based on knowing 5 things you like) and used Facebook connect to see what people liked. Then combined the two in a beautiful and meaningful breakdown of people’s personalities.

It was to promote Life Online, an exhibition in one of the Science Museum Group institutions, and it was so successful that it ended up getting featured as part of the exhibition.