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The Psychometrics Centre

Cambridge Judge Business School

We are excited to announce the launch of Predictive World, the result of a collaborative data visualisation project between the Psychometrics Centre, Sid Lee Paris and Ubisoft! Predictive World is an interactive online experience, in which users discover how much a cyber-system can predict about them using digital records of their behavior.

UPDATE: Predictive World was used by over 1 million people within 3 weeks of its launch.

Discover what the Predictive World cyber-system knows about you

 The site was developed to promote the much-awaited release of WATCH_DOGS 2, in which big data plays a key role. In the game, hero Marcus Holloway is wrongly profiled as a potential criminal by a city-wide operating system collecting and analyzing data on every citizen. 

About Predictive World

  • Bespoke prediction database containing 6.3 billion data points
  • 70 data-driven predictions about the individual
  • Coverage across 250 countries and 7 different languages
  • Detailed health, income and marriage data at street level
  • Relationships between variables calibrated from 70 journal articles

How it works

Predictive World makes use of Apply Magic Sauce API to generate psychological predictions from users' Facebook data, as well as a bespoke back-end data infrastructure constructed by researchers at the Centre over several months.

We cleaned, manipulated and merged hundreds of open resources to create a database containing 6.3 billion data points - 6,347,671,708 to be exact.  

This dynamic and adaptable experience makes tangible the relationship between gender and salary, location and crime risk, personality and longevity, and much more. Users can interact with the predictions to change outcomes and understand the relationship between the different variables. We reviewed and extracted statistics from more than 70 peer-reviewed articles to calibrate these modifications based on scientific research. 

Try Predictive World for yourself: 


Winner of Graphite Pencil at D&AD Professional Awards 2017!

This project was awarded a graphite pencil for 'stand-out work, beautifully executed with an original and inspiring idea at its core' at the prestigious D&AD Professional Awards 2017. Read more about it here.

Congratulations to Chris Gibbons, Jana Hoferkova, Esther Beierl and Vess Popov for all their hard work in making this project a success!


About Sid Lee

Sid Lee is a creative services firm with 600 professionals working globally from offices in Montreal, Toronto, Paris, New York and LA. The agency creates transformative consumer experiences for brands – across all contact points – leveraging true interdisciplinary collaboration. Rooted in strategic thinking, it offers services in the fields of branding, digital and social marketing, advertising, analytics, architecture and retail design, branded content and entertainment. Named “Agency of the Year” four times since 2009, the company has earned a global reputation for its progressive work and the solid results it achieved for top-tier clients. Sid Lee is also the creator and curator of C2 Montreal, one of the largest innovation events in the world, and is part of kyu, a new collective of creative companies established by Hakuhodo DY Holdings, the second largest agency network in Asia.

About Ubisoft

Ubisoft is a leading creator, publisher and distributor of interactive entertainment and services, with a rich portfolio of world-renowned brands, including Assassin’s Creed, Just Dance, Watch_Dogs, Tom Clancy’s video game series, Rayman and Far Cry. The teams throughout Ubisoft’s worldwide network of studios and business offices are committed to delivering original and memorable gaming experiences across all popular platforms, including consoles, mobile phones, tablets and PCs. For the 2015–16 fiscal year Ubisoft generated sales of €1,394 million. To learn more, please visit

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