Submitted by Administrator on Wed, 02/07/2014 - 10:20
Sandra Matz, a PhD student and researcher at The Psychometrics Centre, has received the New Talent Award in the IQ Talent Awards 2014. The 2014 award winners were announced at a gala dinner, held in London on 18 June, on board a Thames cruiser, the Silver Sturgeon.
Sandra's research applies psychological theories to business contexts, and employs big data held in the myPersonality database.
Working with a number of large organisations, Sandra has demonstrated that it is possible to increase the effectiveness of advertising by customising it according to the personality characteristics of the target audience; the personality characteristics are determined by profiling using Facebook Likes.
The judges characterised Sandra's work as "brilliant in a cutting-edge area", and described her as "the future". The personalisation of advertising through the use of psychometrics has massive potential for use in the ever-expanding field of online marketing.
Congratulations to Sandra for this excellent achievement!
Read more about this story