Is This New Facebook App A Fun Way To Compare Yourself To Your Friends or A New Era in Targeted Marketing?[PHOTO]

Be prepared to loose some time delving into what you thought was a picked over carcass of your Facebook friend's profiles. Five Labs has created an app that allows you to analyze you and your friends' personalities based on Facebook status updates, as well as allowing you to compare yourself to famous and notable public figures.

Last year a group of University of Pennsylvania researches found a way to analyze human personality, by analyzing Facebook posts. They started with 75,000 volunteers, and compared their status updates to more traditional personality tests.

Tech company Five built the app using an artificial intelligence developed during the study, under the leadership of H. Andrew Schwartz. It works by pulling specific words indicative of certain trait. The study used something called an "open vocabulary approach," which means it used every word, not just certain key words, to analyze posts according to the Briggs-Meyer Rubric of extraversion, openness, neuroticism, and agreeableness. Briggs Meyer personality test results are the ones with letters, like INTJ, or ENTP.

"We trained the model by following a similar process of finding thousands of people to take personality tests while have their Facebook wall posts scanned," Nikita Bier told Business Insider. 

Bier says that the new app is "meant to hold a mirror to the growing trend of social applications mining data from user content." However this app has potentially disturbing ramifications to precisely that. In an age where big companies have access to troves of personal information, do they really need to be able to figure out your personality type based on Facebook posts? 

"Over the last few weeks, many academics and reporters have talked about how companies can now infer a great deal of information about users, especially with advances in machine-learning tool. This raises new concerns around consumer privacy," Bier told Business Insider. "In the case of our app, we chose the Big Five traits because it has been shown to be very predictive of real-life outcomes. I don't think we'll ever be at a point where our personality data will be used for determining car insurance premiums, but it could very well be used to target ads ."

Until then, enjoy seeing how similar you are to your friends, and how much like Bill Gates you really are. 

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Facebook
five labs
privacy
targeted marketing
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