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The Psychometrics Centre

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Edelman: using big data without compromising privacy

Participate in the Predictive Big Data Test

Read the Trust & Predictive Technologies Report 2016

Edelman, the world's largest PR firm, is collaborating with The Psychometrics Centre at the University of Cambridge to explore the application and impact of predictive technologies in business and public policy. The study will focus on the ethical and organizational implications of using Big Data and its impact on consumer behaviour and trust.  It will combine the best of industry and academic expertise and focus on the predictive capabilities of Big Data integration in a marketing context.

The project is open to the public, allowing them to contribute their opinions on predictive technologies in a secure, scientific environment. The predictive data questionnaire is available through the Centre's DiscoverMyProfile platform at www.predictivedataproject.com. By October 2016 the test had already been answered by over 34,000 participants.

The results from this project were published as a white paper, the Trust & Predictive Technologies Report 2016, that had a wide impact and readership in business and personal data communities. It was also presented as the subject of an industry roundtable at the 'Data for Good' breakfast session, co-hosted by Edelman and Cambridge in London on 26th April 2016. The report is available to read and download here.

Edelman already puts out an annual trust and credibility survey, the Edelman Trust Barometer, which is now in its 15th year.