The Economist Magazine did an analysis of political book sales on Amazon to see if there were any patterns. Anyone who uses social media will not be surprised that readers tended to buy books from either the left or the right...not both. This follows an increasing pattern of people looking for validation rather than education and of course it adds to the growing divide in our country. A few books managed a good mix of readers from both sides, though often these were books where the author found fault with his or her own side (meaning a conservative trashing conservatives or a liberal trashing liberals).
I love this use of big data and hopefully it will lead some to seek out facts and opinions that differ from their own. These facts and opinions need not completely change an individual's own thinking, but at the very least they should give one a deeper understanding of the issue, including an understanding of what drives others' thinking.
In other words, hopefully the public will start thinking more like effective market researchers.
We could easily design research that validates the conventional wisdom of our clients.
• We can frame opinions by the way we ask questions or by the questions we asked before.
• We can omit ideas from a max-diff exercise simply because our "gut" tells us they are not viable.
• We can design a discrete choice study with features and levels that play to our client's strengths.
• We can focus exclusively on results that validate our hypothesis.