2014 Schedule
Interactive: March 7–11  •  Film: March 7–15  •  Music: March 11–16

Measure This; Change the World

#sxsw #measuredis


Authenticity and deception - two constructs at the root of all interest in social media. Am I credible online? Am I really engaging my audience? How can I weed out fakes and troublemakers? How can I identify valued long-term customers?
With many metrics to add, subtract, and multiply, successful marketers, entrepreneurs, and analysts are doing so 'til the cows come home. Meanwhile social scientists take an opposite approach, testing 1-2 correlates of a given metric in carefully controlled settings. It’s time to bridge these worlds. This panel presents findings and tips from scientific investigations with practitioners on counterpoint discussing how the theoretical rubber meets the real world road.



Cindy Chung

Sr Research Scientist


Cindy K. Chung received her Ph.D. in Social and Personality Psychology at The University of Texas at Austin where she held a research position before joining Intel. Her research is focused on the quantitative assessment of personality, psychological states, and social dynamics. As a Senior Research Scientist at Intel, her role is to infuse a social psychological perspective in the development and assessment of new computing products and experiences through language and behavioral analytic techniques.


Jeff Hancock

Full Professor

Cornell University

Jeff Hancock is a Full Professor in the Departments of Communication and Information Science, where he is co-Chair, and he is the co-Director of Cognitive Science at Cornell University. He is also the Associate Editor of the journal Discourse Processes. He studies the psychological dynamics of social media, especially on how people use language and deception. His work on online consumer reviewers is the more cited than any other research in the area. His research is supported by funding from the National Science Foundation and the Department of Defense, and his work on lying online has been featured frequently in the media, including New York Times, CNN, NPR, and BBC. His TED talk on the Future of Lying has been viewed over 800,000 times. Dr. Hancock earned his PhD in cognitive psychology at Dalhousie University, Canada, and joined Cornell in 2002.


Kate Niederhoffer


Knowable Research

Founder: Knowable Research. Co-founder, Sooth. Previously: Strategy, Dachis Group; Measurement Science, Nielsen Company; BuzzMetrics. Passionate about bridging business and psychology. Specialties: social psychology, text analysis, social intelligence technologies.


Ken Cho

Co-Founder, CEO


Ken Cho is a serial entrepreneur, social media software thought leader and co-founder & CEO of People Pattern. People Pattern has developed a self-learning segmentation & user classification technology that leverages insights from both proprietary & open data. Ken is responsible for guiding People Pattern's overall product and strategic direction. Previously to People Pattern, Ken was the co-founder and CEO of Spredfast, an enterprise-focused social media management platform. He grew the company to over 150 employees and raised over $60M. Ken currently serves on Spredfast’s Board of Directors.

In addition to his responsibilities at People Pattern and Spredfast, Ken is active in the community serving on the board of directors at KLRU, Austin’s public broadcasting station and home of Austin City Limits. He is an advisor for TechStars Austin, a start-up fund and incubator. Ken also serves on the Advisory Board for The University of Texas at Austin’s Master of Science in Business

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