In a video published online in September, a social scientist named Alex Spectre made an earnest pitch for his new startup.Clad in the Silicon Valley uniform of open-collar shirt and blazer, Spectre boasted that his company – Philometrics – would revolutionise the way online surveys were done, making it easier for companies to design questionnaires that people would actually respond to on Facebook, Twitter or other sites.
Crucially, he said, the surveys could predict the responses for large groups from a small number of respondents and micro-target ads better.”The reality is working with big data, social media is incredibly difficult,” said Spectre, who more commonly goes by Aleksandr Kogan, which he uses in his role as a Cambridge University researcher.
“You want to work with people who have a lot of experience. You want to connect with people who have been working with these massive data sets.”
Kogan would know. On Friday (March 16), he was suspended by Facebook Inc. for his earlier work mining data on what the New York Times reported was as many as 50 million Facebook users and sharing it with Cambridge Analytica, a political-advertising firm that helped Donald Trump win the 2016 US presidential election.