Vesselin POPOV

Business Development Director of the Psychometrics Centre

University Of Cambridge

2016 Edition, 16 November / The risks are clear

Vesselin Popov is the Business Development Director for the University of Cambridge Psychometrics Centre, a multidisciplinary research institute specialising in online behaviour and psychological assessment.

Vess is responsible for the Centre’s commercial partnerships and oversees a range of projects to increase the understanding and use of Big Data Psychology in business and the community. His research into trust and predictive technologies has shown the extent to which citizens and marketers differ on the topic of Big Data, and explores the potential of personalisation to shape the future of the internet.  Vess also drives product development at the Centre and coordinates the Apply Magic Sauce project, developing a battery of predictive algorithms based on over 6 million users’ psychological and social media data. Apply Magic Sauce API translates digital footprints of human behaviour into accurate psycho-demographic profiles and has had a tremendous impact on public awareness of privacy and data protection issues.