The above research website makes an assumption out of your Like from Facebook : determining your personality.
From website :
Click on Predict My Profile to receive an instant prediction of your psycho-demographic profile based on your Facebook Likes. Our models were built using actual psychological data and social media profiles from over 6 million people, allowing us to accurately predict a range of traits without asking you any questions. We share anonymised samples of this data with academics in order to support high-quality research into online behaviour, resulting in over 40 journal publications since 2011
Marketers will be delighted to use this kind of tool to have a better understanding of you, not as an individual, but as a group of individuals, to better sell their services and products.
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