Users would fill out a wide battery of psychometric inventories, but it always started with a peer-reviewed and internationally validated personality measure called the IPIP NEO-PI, which presented hundreds of items, like “I keep others at a distance,” “I enjoy hearing new ideas,” and “I act without thinking.” When these responses were combined with Facebook likes, reliable inferences could then be made. For example, extroverts were more likely to like electronic music and people scoring higher in openness were more likely to like fantasy films, whereas more neurotic people would like pages
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