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mypersonality org search this site embedded files skip to main content skip to navigation mypersonality org home publications mypersonality org home publications more home publications mypersonality project citation stillwell d j kosinski m 2015 mypersonality project website misc stillwell2015mypersonality title mypersonality project website author stillwell dj and kosinski m year 2015 may 2018 note in april 2018 we decided to stop sharing the data with other scholars maintaining the data set vetting the projects responding to the inquiries and complying with various regulations has become too burdensome for the two of us mypersonality in a nutshell mypersonality was a facebook app that allowed its users to participate in psychological research by filling in a personality questionnaire it also offered them feedback on their scores it was created in 2007 by david stillwell then a grad student at university of nottingham and now a lecturer at the university of cambridge in 2009 david was joined by michal kosinski then a grad student at the university of cambridge now a professor at stanford mypersonality was closed in 2012 due to a lack of time to maintain it our users could opt in but did not have to to donate their facebook data to our research about 40 of them volunteered to do so our research resulted in dozens of peer reviewed papers many in top scientific journals driving progress in the understanding of human psychology health and behavior much of our research focused on exposing privacy risks our findings informed new eu and u s privacy laws e g here and facebook privacy policies following the principles of open science and replicability we provided other scholars with anonymized data they could use for non commercial academic research this has allowed academics from many fields to make significant discoveries advancing our understanding of human behavior we never shared the data of any mypersonality user for any commercial purpose mypersonality had nothing to do with cambridge analytica or scl they have never had access to our data our algorithms our expertise etc moreover unlike cambridge analytica we only collected data from volunteers that gave us and opt in consent to do so also see this statement from the university of cambridge psychometrics centre longer story mypersonality was a facebook app that allowed its users to participate in psychological research it was created by david stillwell in the summer of 2007 david had just finished his undergraduate course in psychology and was accepted for his phd at the university of nottingham david s plan was to share a personality questionnaire with his 50 facebook friends he was rather surprised when the friends of his friends and then the friends of the friends of his friends joined the study soon thousands of people were participating every day for fun self insight and to donate their data to psychological research in 2009 david met michal kosinski a psychology grad student at the university of cambridge and invited him to collaborate on this project david and michal co authored dozens of peer reviewed papers based on mypersonality data many in top scientific journals six million people took one of the mypersonality questionnaires until we decided to close the app in 2012 due to a lack of time to maintain it mypersonality participants could but did not have to opt in to donate their facebook data to our project to do so they would have to read and opt in to a consent statement and then confirm their intent again in a pop up dialog window shown by facebook about 40 of our users decided to generously donate their data to our research we only recorded the data that users gave us access to and never recorded any data of their friends mypersonality was one of many similar projects where volunteers could participate in psychological research following the principles of open science and replicability we shared some of the data donated by our users with other scholars for the purpose of non commercial academic research the data was anonymized in 2018 we decided to stop sharing the data with other scholars maintaining the data set vetting the projects responding to the inquiries and complying with various regulations had become too burdensome for the two of us many startups approached us with ideas of products and services that could benefit from what we learned from the mypersonality project we considered some of the ideas and even built some prototypes but soon realized that a career in academia was more appealing to us importantly we never shared the data of any mypersonality user for any commercial purpose also a number of individuals and institutions have approached us with lucrative offers to purchase the mypersonality app or our data we have turned all of them down most famously we turned down alexander kogan when he approached us in 2014 with an offer to access our data for his work with scl cambridge analytica again we never shared the data of any mypersonality user for any commercial purpose instead our research and experiences have made us more keenly aware of the privacy risks faced by individuals in a world that is becoming increasingly digitized and we have set out to warn users businesses and policy makers about these privacy risks to this end we have given hundreds of talks and here warning against the privacy risks written op eds e g for the financial times and spoken with journalists e g here artists and privacy activists who have in turn created hundreds of articles podcasts movies e g here and even a theater play discussing such issues we have also published empirical peer reviewed research aimed at discovering the extent of these privacy risks in 2013 at a time when the facebook page likes of all users were publicly available we published a paper showing that intimate traits can be accurately predicted from such likes in our paper we warned that this may have considerable negative implications because it can easily be applied to large numbers of people without obtaining their individual consent and without them noticing commercial companies governmental institutions or even one s facebook friends could use software to infer attributes that an individual may not have intended to share such predictions even if incorrect could pose a threat to an individual s well being freedom or even life importantly given the ever increasing amount of digital traces people leave behind it becomes difficult for individuals to control which of their attributes are being revealed for example merely avoiding explicitly homosexual content may be insufficient to prevent others from discovering one s sexual orientation this paper started an important conversation it was the third most widely discussed scientific paper published that year facebook science and legal teams reviewed it and followed up with us with additional questions previously liking a facebook page was always a public action but soon after the publication of this paper facebook altered its privacy policies to make it private by default policymakers in the eu and u s also took notice e g here more recently we investigated the efficiency of psychologically tailored advertising of the kind used by cambridge analytica but without their involvement again we had nothing to do with them we found that it is indeed effective boosting the efficiency of online advertising by up to 50 we warned that it might be used to exploit weaknesses in a person s character and that it challenges the extent to which existing and proposed legislation can protect individual privacy in the digital age while having direct access to an individual s digital footprint makes it possible to accurately predict intimate traits such inferences can be made even without having direct access to individuals data frequently asked questions are you still sharing data with others no in 2018 we decided to stop sharing the data with other scholars maintaining the data set vetting the projects responding to the inquiries and complying with various regulations had become too burdensome for the two of us did mypersonality violate any facebook policies no we have always tried to comply with facebook s policies and facebook has never told us that we have broken any of their rules to the contrary facebook has been supportive of the mypersonality project for many years in 2011 facebook invited david to a workshop in silicon valley aimed at promoting the use of facebook data for academic research since then facebook has remained keen to use our research and to work together with us making further inquiries in 2013 and 2014 in 2015 facebook invited michal to present results from the mypersonality project as part of an academic symposium organized and chaired by facebook at the annual meeting of the society for personality and social psychology moreover our publications exposing the privacy risks of facebook data and this one in particular seem to have inspired positive changes to facebook s privacy policies did you have anything to do with cambridge analytica no we had nothing to do with cambridge analytica or scl they have never had access to our data our algorithms our expertise etc quite the opposite as mentioned above we have been vocal about the privacy risks exploited by cambridge analytica long before they came into existence what about dr kogan spectre dr kogan aka spectre was a professor at the university of cambridge at the time when both michal and david were students there dr kogan and his students obtained access to mypersonality data for their academic projects in 2013 and 2014 he was asked to delete the data in 2014 and provided assurances to university of cambridge both that he did so and that he never used it in his activities with scl or cambridge analytica was there a leak of data from the mypersonality database in april 2018 it was brought to our attention that one of the scholars who had access to our anonymized data a professor at a prestigious american university put their login credentials in a file intended to be shared with their students on github an online code repository however the file was publicly available on the internet which is clearly a breach of the terms that academics agreed to when requesting a collaboration with mypersonality once we learned of this we closed their account in nine years of academic collaborations this is the only such instance where something like this has occurred mypersonality collaborators have published more than 100 social science research papers on important topics that advance our understanding of the growing use and impact of social networks we believe that academic research benefits from the properly controlled sharing of anonymized data among the research community i am a young academic interested in mypersonality and big data do you have any recommendations while psychology research is often conducted on undergraduates in a lab setting we feel that the digital revolution has opened new vistas for scholars interested in understanding human beings and improving people s lives though mypersonality is no longer maintained there are still a tremendous number of big data sources available to academics see here working with big data and computational methods does pose some unique risks and challenges but on the whole we believe such approaches have a lot to contribute to the social sciences we wish all the best with your research report abuse report abuse this site uses cookies from google to deliver its services and to analyze traffic information about your use of this site is shared with google by clicking accept you agree to its use of cookies cookie policy reject accept