Facebook takes its data to US agencies

Facebook created a research program on consumers called Facebook IQ. The Project aims to offer brands and their agencies a window towards people´s behavior on the social network. The study began several months ago and was carried out by Facebook, together with companies specialized on data. Facebook IQ obtains information from researchers, trend hunters, sociologists, anthropologists and scientists who combine data from the platform with other research techniques. The ultimate goal is to help sellers understand how people behave generationally and geographically, using devices and distributing their time on Facebook. “Anybody can hire a group to carry out extensive research, but the integration of this data with Facebook´s is what reveals a unique insight of what people do on our platform”, said Erin Hunter Sills, Consumer Insights Director at Facebook, during the event they held in Chicago last June. “If we can tell sellers what people are doing then they can use our platform better to create better ads”.