The relationship between Big Data and psychology

Tools for analyzing massive amounts of data can help us understand how we act.

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 in an era in which every few years new advances of great relevance in different fields emerge that can also represent a significant advance in the development of other disciplines. Among these we can find "Big Data" technologies, which greatly facilitate data analysis. 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.

Big Data: what is it?

Before going on to see the type of relationship that may exist between Big Data and psychology, it is necessary to make a small mention regarding what Big Data technologies are or what they imply.

By Big Data technologies we mean any technology that technology that allows the recording, processing and analysis of large amounts of information in huge data repositories. in gigantic data repositories (Big Data itself would refer to the high volume of data), of such a size that its capture, management, analysis and processing by conventional means would be complex and costly.

This allows all these processes to be carried out at high speed, often even in real time, which is extremely useful in many disciplines. This is of great use in many disciplines and allows to know the current status of different processes or elements to be analyzed. The collection of all these data is something frequent nowadays through different applications and networks, asking us for the possibility of managing, registering and using part of the data stored in them and their use can be an element that provides information on a specific subject.

The information that forms part of these repositories refers to both structured and unstructured data, in such a way that it can include a large amount of quantitative and qualitative information of different levels of complexity. We could be talking for example about the behavior of citizens from all over Europe on Facebook, or all the information available on the web about our lives, or the complete data about the different tasks, payrolls and positions held by all the members of a company. It could also be used to analyze each of a person's gestures during an interview.

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 the population, as well as for purely commercial use. Among the disciplines for which the use of Big Data can be useful is psychology.

In this sense, Big Data makes it possible to obtain a large amount of information about human behavior and the mental processes behind it. and the mental processes behind it, whether or not we are dealing with aspects related to health. It allows us to analyze behavioral patterns and their possible effects by extrapolating data collected by different means. Expressions and trends are very easily visible, as well as the contrast of punctual data with respect to typical patterns.

Comparison with other subjects is also facilitated. Likewise, thanks to the rapid comparison of traits and different types of data, new explanatory models of the functioning of different pathologies or social movements, for example, could be developed. Incorporating Big Data into psychological practice in its different fields of application is an element that allows accelerating the collection of information, the making of prognoses and the possibility of establishing and elaborating different prevention policies.

However, it is necessary to take into account that Big Data will only show us raw dataIt is up to us to determine whether or not these data are substantiated, whether they have any implications, whether or not they are useful or how they should be interpreted. We should not overestimate its importance or rely completely on the data obtained by this means, as the larger the sample, the more easily relationships between variables are reflected. And a much more relevant aspect: the ethical implications of collecting large volumes of personal information must be assessed in great depth, and limits must be established between the use of useful information and the collection of unnecessary information to achieve the intended objectives.

Different psychological areas in which Big Data can be of great use

The advent of Big Data technologies, due to the possibilities they offer for analyzing large amounts of data, can be very useful in many different areas of psychology. In order to make it clearer, here are some examples of areas where you can find a profitable relationship between Big Data and psychology.

1. Marketing and advertising

One of the most obvious areas in which Big Data and psychology can go hand in hand is marketing and advertising. This is one of the most commercial and at the same time best known purposes of this relationship. of this relationship, being common in social networks and online advertising. In this sense, searches, keywords and user behavior on the networks are analyzed, in principle with prior consent (although the use of many networks implies acceptance of the right to record and use this data).

2. Human resources and the workplace

Another area in which it is common to observe the relationship between the two elements is in the workplace. Especially with regard to human resources and personnel selection, the use of Big Data can make it possible to select and analyze the behavior, way of acting, opinions, tastes and skills of the candidates, as well as to register and evaluate what kind of profiles best fit the company.

Once inside the company, it can allow 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 take advantage of the potential of Big Data technologies in clinical practice. Detecting depressive behavior patterns, suicidal tendencies, etc.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. 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.

Risk and protective factors can also be assessed.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, risk and protective factors, 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

Forensic psychology and criminology can also benefit from the use of these technologies. Analyzing data regarding a subject or a crime, patterns of behaviorIn addition, criminal profiles, witness accounts, or the experiences or expressions of both victim and perpetrator can more easily allow for the analysis of cases, the search for explanations, evidence or possible perpetrators, or even the possibility of a criminal's recidivism.

5. Research

Probably the sector that can find the greatest utility in the use of Big Data, and which in turn will allow advances in all the others, is the research sector (both in psychology and outside of it).

Assessing the presence of certain variables (including pathologies) in the population, the impact generated by a certain event or movement, the behaviors and opinions expressedThe opinion aroused by certain topics, the impact of certain products, the way of grouping and relating to others, or cultural expression and its effects on the life of the population are some examples of elements that can be more easily taken into account and analyzed.

Bibliographical 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.