{"id":2200,"date":"2020-09-16T10:39:21","date_gmt":"2020-09-16T10:39:21","guid":{"rendered":"https:\/\/fass.nus.edu.sg\/cfpr\/?page_id=2200"},"modified":"2021-05-03T00:55:27","modified_gmt":"2021-05-03T00:55:27","slug":"you-are-what-you-surf","status":"publish","type":"page","link":"https:\/\/fass.nus.edu.sg\/cfpr\/you-are-what-you-surf\/","title":{"rendered":"You Are What You Surf"},"content":{"rendered":"

\n\t\tYou Are What You Surf: Characterizing Preference and Decision-making Styles With Digital Footprints\n\t<\/h1>\n\t

Project’s Details<\/strong><\/h3>\n

Title:<\/strong>\u00a0You Are What You Surf: Characterizing Preference and Decision-making Styles With Digital Footprints<\/p>\n

Funded by:<\/strong>\u00a0Ministry of Education Social Science Research Thematic Grant<\/p>\n

Amount:<\/strong>\u00a0S$877,800<\/p>\n

PI: <\/strong>Associate Professor Liang Zhenkai, Department of Computer Science, School of Computing, NUS<\/p>\n

Co-PI:<\/strong> Dr. Ng See-Kiong, Department of Computer Science, School of Computing, NUS<\/p>\n

Collaborators:<\/strong> Associate Professor Rongjun Yu, Department of Management, School of Business, Hong Kong Baptist University; and Sai Li, Department of Psychology, University of Cambridge<\/p>\n

Project duration:<\/strong> 03 September 2018 to 02 December 2021<\/p>\n

 <\/p>\n

Abstract<\/strong><\/h3>\n

The rapid growth in the use of digital media in almost every sphere of human life gives rise to a huge amount of recorded and retrievable digital data, which are footprints of the intricate interactions between humans and their surroundings. How the analysis of such \u201cbig data\u201d may provide meaningful inferences about people\u2019s preferences and decision-making styles \u2013 which can then be used to create better tools, services, and public goods \u2013 underscores the importance of more research on the topic. Given that Singaporeans rank third in global social media usage, it would be a promising strategy to use insightful information derived from digital footprints to better inform government policies, consumer business and even promote social cohesion and stability. Investing in the profiling of people\u2019s preferences and decision-making styles through digital footprints will provide timely, more accessible, cost-effective, relevant, and actionable information to business and governments \u2013 which can increase productivity, reduce costs and enhance the quality of life. In the context of a global digital age and the rising digitization of personal and public life interactions, a major challenge in Singapore is how to monitor and adapt to the dynamic decision-making styles and preferences of the new generations as influenced by global events. In particular, how do we efficiently adapt and enhance policies and tools pertinent to social, business and health domains by capitalizing on the \u201cbig data\u201d generated by everyday digital interactions of citizens?<\/p>\n

We propose to study how analysing big data in Singapore retrieved from social-media (Facebook\/Twitter\/Instagram) users can be used to predict and generate meaningful inferences about both individual and society-level decision-making styles. By using these methods we aim to lay the foundation for a Singaporean society where big data generated from widespread digital media use is used to effectively and adaptively create tools, services and public goods for the benefit of commerce and society. The main research questions are how big data in the form of Facebook \u201clikes\u201d, Twitter \u201cstatus updates\u201d, Instagram profile picture characteristics etc. can be used to predict decision-making styles of individuals and groups in Singapore and what other key demographic variables such as age, race, education etc. may interact with social media data to give a better prediction model in this regard.<\/p>\n

Our research addresses policy concerns pertaining to how the digital revolution could substantively alter the inter-relationships linking people, businesses and governments in both positive and negative ways. Advances in big data and data science bring along challenges but also offer new insights, and our research will shed light on how methods of big data analytics will provide more robust evidence-based approaches to better understand Singapore society and usher long-term positive implications for Singapore\u2019s productivity, innovation, social inclusion and integration. The use of this new wave of big data derived from various types of digital media to understand complex societal issues and inform policy making is still at its initial stages around the world, and it is best started in Singapore as early as possible. The use of big data to predict citizen characteristics such as decision-making style will keep Singapore at the forefront of a digital age society which uses efficient, reliable and evidence-based practices to improve governance, commerce and ultimately the lives of people.<\/p>\n

 <\/p>\n\t

Project’s Team<\/strong><\/h3>\n\t\t\t\t\"Lzk_1\"\n\t

Principal Investigator<\/strong><\/p>\nAssociate Professor LIANG Zhenkai
\nDepartment of Computer Science School of Computing
\nNational University of Singapore\n\t\t\t\n\t\t\t\t\t\tProfile\n\t\t\t\t\t<\/a>\n\t\t\t\t\"Ng\n\t

Co-Principal Investigator<\/strong><\/p>\nDr NG See-Kiong
\nDepartment of Computer Science, School of Computing
\nNational University of Singapore\n\t\t\t\n\t\t\t\t\t\tProfile\n\t\t\t\t\t<\/a>\n\t\t\t\t\"Dr.-Yu-Rongjun-ru77ro\"\n\t

Collaborator<\/strong><\/p>\nAssociate Professor Rongjun YU
\nDepartment of Management School of Business
\nHong Kong Baptist University\n\t\t\t\n\t\t\t\t\t\tProfile\n\t\t\t\t\t<\/a>\n\t\t\t\t\"Sai_Li\"\n\t

Collaborator<\/strong><\/p>\nDr Sai LI
\nDepartment of Psychology
\nUniversity of Cambridge\n\t

Postdoctoral Fellows<\/h3>\n\t\t\t\t\"dav\"\n\t

AU Zher Wen<\/p>\n\t\t\t\n\t\t\t\t\t\tProfile\n\t\t\t\t\t<\/a>\n \n

\n

Au Zher Wen<\/h3>\n Postdoctoral Fellow
\n PhD, Psychology, National University of Singapore, 2020

\n Contact Information:
\n e0046910@u.nus.edu<\/a>
\n\t\t\t\t\"serenella_tolomeo-240x300\"\n\t

Serenella TOMELLO<\/p>\n\t\t\t\n\t\t\t\t\t\tProfile\n\t\t\t\t\t<\/a>\n \n

\n

Serenella Tolomeo<\/h3>\n Postdoctoral Fellow
\n MSc Clinical, Development Psychology and Neuropsychology, University of Milano-Bicocca (Italy), 2012; BSc Psychology, University of Milano-Bicocca (Italy), 2010

\n\t\t\t Research Interests: Neuroimaging and Cognitive Neuroscience, Psychiatry and Addictive Disorders

\n Contact Information:
\n fasst@nus.edu.sg<\/a>
\n\t

Research Assistants<\/h3>\n\t\t\t\t\"Shuyi\n\t

WU Shuyi<\/p>\n\t\t\t\n\t\t\t\t\t\tProfile\n\t\t\t\t\t<\/a>\n \n

\n

Wu Shuyi<\/h3>\n Research Assistant
\n Master, Psychology, South China Normal University, 2020

\n\t\t\t Research Interests: Social Neuroscience, Neuroeconomic, Neuroscience of Ageing

\n Contact Information:
\n shuyiwu@nus.edu.sg<\/a>
\n\t

Contact Us<\/strong><\/h3>\nPrincipal Investigator: Associate Professor Liang Zhenkai\u00a0<\/strong>
\nEmail:\u00a0liangzk@comp.nus.edu.sg<\/a>\u00a0OR\u00a0liangzk@nus.edu.sg<\/a>\n
\nCollaborator: Associate Professor Rongjun Yu
\n<\/strong>Email:\u00a0rongjunyu@hkbu.edu.hk<\/a>\n
\nAddress:<\/strong>
\nCentre for Family and Population Research
\nFaculty of Arts and Social Sciences
\nNational University of Singapore
\nThe Shaw Foundation Building
\nBlock AS7, Level 3, 5 Arts Link
\nSingapore 117570\n","protected":false},"excerpt":{"rendered":"

You Are What You Surf: Characterizing Preference and Decision-making Styles With Digital Footprints Project’s Details Title:\u00a0You Are What You Surf: Characterizing Preference and Decision-making Styles With Digital Footprints Funded by:\u00a0Ministry of Education Social Science Research Thematic Grant Amount:\u00a0S$877,800 PI: Associate Professor Liang Zhenkai, Department of Computer Science, School of Computing, NUS Co-PI: Dr. Ng See-Kiong, […]<\/p>\n","protected":false},"author":76,"featured_media":0,"parent":0,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"","meta":{"_acf_changed":false,"site-sidebar-layout":"no-sidebar","site-content-layout":"page-builder","ast-site-content-layout":"default","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"disabled","ast-breadcrumbs-content":"","ast-featured-img":"disabled","footer-sml-layout":"","theme-transparent-header-meta":"default","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"default","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"ast-content-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"footnotes":""},"class_list":["post-2200","page","type-page","status-publish","hentry"],"acf":[],"_links":{"self":[{"href":"https:\/\/fass.nus.edu.sg\/cfpr\/wp-json\/wp\/v2\/pages\/2200","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/fass.nus.edu.sg\/cfpr\/wp-json\/wp\/v2\/pages"}],"about":[{"href":"https:\/\/fass.nus.edu.sg\/cfpr\/wp-json\/wp\/v2\/types\/page"}],"author":[{"embeddable":true,"href":"https:\/\/fass.nus.edu.sg\/cfpr\/wp-json\/wp\/v2\/users\/76"}],"replies":[{"embeddable":true,"href":"https:\/\/fass.nus.edu.sg\/cfpr\/wp-json\/wp\/v2\/comments?post=2200"}],"version-history":[{"count":10,"href":"https:\/\/fass.nus.edu.sg\/cfpr\/wp-json\/wp\/v2\/pages\/2200\/revisions"}],"predecessor-version":[{"id":7708,"href":"https:\/\/fass.nus.edu.sg\/cfpr\/wp-json\/wp\/v2\/pages\/2200\/revisions\/7708"}],"wp:attachment":[{"href":"https:\/\/fass.nus.edu.sg\/cfpr\/wp-json\/wp\/v2\/media?parent=2200"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}