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Social Analytics: From Demographics to Psychometrics

We investigate how people's behaviour online can be characterized in terms of psychometric measurements such as the Big-5 personality traits openness, conscientiousness, extraversion, agreeableness, and neuroticism as well as general intelligence and satisfaction-with-life. We investigate patterns of Facebook usage, website preferences, query logs, and Facebook Likes and look for interesting correlations which can be used to predict users behaviours, preferences or characteristics.