The human factor — why data is not enough to understand the world
“[W]hen the Jigsaw team summoned anthropologists from a consultancy called ReD Associates, who listened with open-minded curiosity to people, it became clear that many of the engineers’ prior assumptions about causation in cyber space were wrong.”
By Gillian Tett
A couple of years ago, staff at a Google “tech incubator” called Jigsaw made an important breakthrough: they realised that while their company has come to epitomise the power of technology, there are some problems that computers alone cannot solve. Or not, at least, without humans.
Jigsaw, wrestling with the problem of online misinformation, quietly turned to anthropologists. These social scientists have since fanned across America and Britain to do something that never occurred to most techies before: meet conspiracy theorists face-to-face — or at least on video platforms — and spend hours listening to them, observing them with the diligence that anthropologists might employ if they encountered a remote community in, say, Papua New Guinea.
“Algorithms are powerful tools. But there are other approaches that can help,” explains Yasmin Green, director of research and development at Jigsaw, which is based in an achingly cool, futuristic office in Manhattan’s Chelsea district, near the High Line. Or, as Dan Keyserling, Jigsaw chief operating officer, puts it: “[We’re using] behavioural science approaches to make people more resilient to misinformation.”
The results were remarkable. Previously, groups such as anti-vaxxers seemed so utterly alien to techies that they were easy to scorn — and it was hard to guess what might prompt them to change their minds. But when the Jigsaw team summoned anthropologists from a consultancy called ReD Associates, who listened with open-minded curiosity to people, it became clear that many of the engineers’ prior assumptions about causation in cyber space were wrong.
Read the full article on the FT here.