We are all taking part in an ongoing psychological experiment. It's called using the internet!
Every time you "like" something, search the web, or choose a book to buy or a movie to watch, your behaviour is logged and analysed to try and get an idea of who you are and how you'll behave in the future.
Call it product optimisation...enhanced user experience...or just plain old snooping and surveillance....your data is really valuable, and we're creating more of it as we move our lives online.
Michal Kosinski of the Stanford Graduate School of Business studies how people behave in the digital world and is interested in how accurately their actions, even if it is just a social media like, can be used to predict their personality, and even their political views.