It’s a truism among dataminers that analyzing certain data can help us understand people. However, dataminers rarely see that psychology, the discipline of understanding people, can help get more value out of such data. It was recently reported that one of the top ten contestants in the Netflix Prize approached the challenge from a psychologist’s point of view rather than from a computer scientist’s.
For example, people don’t often give their “true” rating on movies. Instead, they can be biased by anchoring. That is, their rating of a movie is influenced by the ratings they had just given earlier for other movies. Adjusting for biases such as this is how Gavin Potter, aka “Just a guy in a garage,” got to be number 9 in the Netflix Prize leaderboard.