Data science, done correctly, can help teams avoid common pitfalls

Authors: Michael Bell, Savannah Gosnell


Self-report survey data is everywhere, but bias and subjectivity confound interpretation and predictive modeling. Here we describe common pitfalls and outline best practices for handling surveys toward optimal data science outcomes.


Predicting human psychology remains one of the toughest challenges for data science, but also one of the most valuable, with far-reaching consequences in all industries that interface with humans. Some examples of psychology-driven machine learning include:

  • Marketing/Sales: Drive novel advertising strategies toward improved sales with models that predict perception and action.
  • Job interviews: Recognize when a candidate is a good fit by analyzing human behavior. …

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