The relationship between Big Data and psychology
Since a couple of centuries ago we have been able to observe how technological development has accelerated in a spectacular way. In fact, we are at a time when every few years there are new developments of great relevance in different areas that can also mean a significant advance in the development of other disciplines. Among these we can find "Big Data" technologies, which greatly facilitate the analysis of data. And this can be exploited by disciplines such as psychology Can you make a profitable relationship between Big Data and Psychology? In this article we are going to talk about it.
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Big Data: what is it?
Before moving on to see the type of relationship that may exist between Big Data and psychology, it is necessary to make a small mention of what they are or what Big Data technologies imply.
By Big Data technologies we understand all that technology that allows the registration, treatment and analysis of large amounts of information in gigantic repositories of data (Big Data itself would refer to the high volume of data), of a size such that its capture, management, analysis and processing by conventional means would be complex and expensive.
This allows all these processes to be carried out at high speed, often even in real time, some great utility in multiple disciplines and that allows knowing the current status of different processes or elements to analyze. The collection of all these data is common nowadays through different applications and networks, asking us the possibility of managing, registering and using part of the data stored in them and being able to use an element that provides information regarding a concrete theme.
The information that is part of these repositories refer to both structured and unstructured data, in such a way that they can include a large quantity of information, both quantitative and qualitative, and of different levels of complexity. We could be talking for example of the behavior of citizens across Europe on Facebook, or of all the information available on the web about our life, or the complete data on the different tasks, payrolls and positions that all members of a company occupy. It could also be used to analyze each of the gestures of a person throughout an interview.
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Big Data and Psychology: a profitable relationship?
There are multiple branches of science and knowledge that can benefit from the use of this technology in order to generate greater knowledge and benefit for the population, as well as for a purely commercial use. Among the disciplines for which the use of Big Data can be useful, we find psychology.
In this sense, Big Data allows us to obtain a lot of information regarding human behavior and to the mental processes behind it, whether or not we are dealing with aspects related to health. It allows us to analyze behavior patterns and their possible effects by extrapolating data collected by different means. Expressions and trends are very easily visible, as well as the comparison of specific data with respect to typical patterns.
Comparison with other subjects is also facilitated. Also, thanks to the rapid comparison of traits and different types of data, new explanatory models of the functioning of different pathologies or social movements could be made, for example. Incorporating Big Data into psychological practice in its different areas of application is an element that accelerates the collection of information, the making of forecasts and the possibility of establishing and developing different prevention policies.
It is necessary, however, to take into account that Big Data it will only reflect raw data , our task being to determine if these data are or are not substantiated, if they have any implication, which are useful or not, or how they should be interpreted. We should not overestimate its importance or fully trust the data obtained by this means, being much easier to reflect relationships between variables as a larger sample. And a much more relevant aspect: the ethical implications that the collection of large volumes of personal information can have must be assessed in great depth, requiring the establishment of limits between the use of useful information and the collection of unnecessary information to achieve the intended objectives.
Various psychological areas in which Big Data can be very useful
The arrival of Big Data technologies, due to the possibilities to analyze a large amount of data they offer, can be very useful in very different areas of psychology. In order to make it look more clearly, here are some examples of areas in which you can find a useful relationship between Big Data and psychology.
1. Marketing and advertising
One of the areas in which Big Data and psychology can go together and that are more evident is that of marketing and advertising. It is one of the most commercial and at the same time most known purposes of this relationship, being usual in social networks and online advertising. In this sense, searches, keywords and network behavior by users are analyzed, in principle with prior consent (although the use of many networks implies the acceptance of the right to register and use these data).
2. Human resources and work environment
Another area in which it is common to observe the relationship between both elements is in the workplace. Especially with regard to human resources and the selection of personnel, the use of Big Data can allow to select and analyze the behavior, manner of acting, opinions, tastes and abilities of the candidates, as well as register and assess which type of profiles best suit the company.
Once inside the company, it can make it possible to assess the performance and performance of employees, the presence of elements that modify them, their level of satisfaction with the work and the tasks performed or even the type of interaction between the different work teams. .
3. Clinical psychology
Although it is not as visible as in the case of the previous ones, it is also possible to appreciate the potential of Big Data technologies at a clinical practice level. Detect depressive behavior patterns, suicidal tendencies , anomalous or delirious thoughts (for example, from Internet searches) or even basic personality types are some of the options offered by Big Data. The amount of information processed allows us to introduce and take into account various aspects that may be influencing the possibility of suffering from some type of psychopathology.
You can also assess risk factors and protectors , the factors that influence the epidemiology and prognosis, the presence of differential aspects in each case or the effectiveness or progress made during the administration of treatments are examples.
4. Forensic psychology
Also, forensic psychology and criminology can benefit from the use of these technologies. Analyze the data regarding a subject or a crime, behavior patterns , criminal profiles, eyewitness accounts or the experience or expressions of both victim and perpetrator can more easily allow the analysis of cases, the search for explanations, evidence or possible perpetrators or even the possibility of recidivism of a criminal.
5. Research
Probably the sector that more utility can find the use of Big Data, and that in turn will allow progress in all others, is the research (both in psychology and outside it).
Assess the presence of certain variables (including pathologies) in the population, the affectation that has generated a certain event or movement, the behaviors and opinions expressed , the opinion raised by certain topics, the impact of certain products, the way of grouping and relating or cultural expression and its effects on the life of the population are some examples of elements that can be taken into account and analyzed more easily.
Bibliographic references
- Armayones, M .; Gómez-Zúñiga, B .; Hernández, E. and Pousada, M. (2015). Big Data and Psychology: an opportunity for the Internet of people ?. Aloma, 33 (2): 21-29.
