Psychological Targeting: What Your Digital Footprints Reveal About You | Sandra Matz | TEDxChicago

Summary

The speaker reflects on the impact of psychological targeting, exemplified by the 2016 Cambridge Analytica scandal, and its potential beyond politics. He explains how digital footprints can reveal personality traits, enabling personalized advertising. Emphasizing the effectiveness of such targeting in influencing behavior, he advocates for ethical use in various sectors, from retail to mental health support, to enhance societal engagement and well-being.

Takeaways

• 🗓️ The speaker recalls December 3, 2016, as a significant day due to the discovery of Cambridge Analytica's use of psychological profiling for political advertising.
• 📊 The speaker clarifies that they were not involved with Cambridge Analytica but were one of the first scientists to study psychological targeting.
• 🧐 The concept of psychological targeting is demystified by explaining its workings, effectiveness, and societal implications.
• 🔍 Psychological targeting assesses individuals' traits by analyzing their digital footprints, such as social media activity and online behavior, rather than traditional questionnaires.
• 📈 The speaker's research shows that psychological targeting can significantly influence consumer behavior, with matched ads leading to higher purchase rates.
• 🤖 Machine learning algorithms are becoming increasingly accurate at predicting personality traits based on digital data, even more so than friends and family.
• 🌐 The future of psychological targeting could involve real-time tracking and hyper-personalized content delivery through advanced technologies like smart contact lenses.
• 🏛 The public's reaction to psychological targeting was initially negative, especially in the context of political manipulation, but it has potential for positive applications.
• 🗳️ Psychological targeting could be used to re-engage voters and encourage participation in democracy, rather than discouraging it.
• 🛡️ The ethical use of psychological targeting is crucial, and it is up to society to advocate for its responsible application.
• 🌟 The speaker emphasizes the dual nature of psychological targeting, highlighting both its potential for good and the challenges it poses.

Q & A

What significant event happened on December 3, 2016, that the speaker recalls vividly?

The speaker woke up to an unusually high number of emails, which led him to the news story about Cambridge Analytica, a company that had allegedly used psychological profiling to target US voters during the 2016 presidential election with personalized Facebook ads.

Why was the speaker's name mentioned in the news story about Cambridge Analytica?

The speaker's name was mentioned because he was one of the first scientists to study psychological targeting and had spent hours assisting journalists in understanding the science behind it, though he was not related to Cambridge Analytica.

What is the main purpose of the speaker's research on psychological targeting?

The main purpose of the speaker's research is to develop an objective and scientific understanding of psychological targeting to engage policy makers, business leaders, and the public in a conversation about how to manage it effectively.

How does psychological targeting work in the context of digital footprints?

Psychological targeting works by analyzing a person's digital footprint, which includes their social media posts, online behavior, purchases, and other online activities, to infer their psychological traits and habits.

What are some examples of words strongly related to extroverted and introverted personalities in Facebook posts?

Extroverts tend to use words like 'parties', 'weekends', 'girls', and 'exciting' in their Facebook posts, while introverts may use words like 'internet', 'anime', 'manga', and 'computer'.

How did the speaker's study with a UK beauty retailer demonstrate the effectiveness of psychological targeting?

The study showed that by creating ads tailored to extroverted and introverted audiences and using Facebook's interest-based targeting, the matching ads resulted in about 50 percent more purchases compared to mismatching ads.

What is the potential future of psychological targeting according to the speaker?

The speaker envisions a future where psychological targeting could become even more effective with advancements in technology, such as chips in our bodies measuring our physiology or contact lenses displaying hyper-personalized content.

How does the speaker suggest psychological targeting could be used for social good?

The speaker suggests that psychological targeting could be used to help people save money by identifying personalized saving goals, assist young people in finding fulfilling careers, and provide personalized support for those suffering from mental illnesses.

What was the public's initial reaction to psychological targeting in the context of Cambridge Analytica?

The public's initial reaction was negative, with some media outlets even calling psychological targeting a threat to democracy.

How does the speaker differentiate between the potential negative and positive uses of psychological targeting?

The speaker differentiates by emphasizing that psychological targeting itself isn't evil; it's about how it's used. It can pose a threat in the wrong hands or provide solutions to issues like disengagement in a democratic process.

What is the speaker's call to action for the audience regarding psychological targeting?

The speaker calls for the audience to engage in the topic of psychological targeting, advocate for its ethical use, and demonstrate to decision-makers and change-drivers that they care about how this technology is used.