Clicking Culture: How Google Outsmarts Attitudinal Surveys

Can new technology reveal what's really going on in Saudi Arabia??

Imagine you’re a researcher who’s struck gold with a generous grant. Funds are flowing, and all methods are at your disposal. What data would you use to track cultural change?

Nationally representative attitudinal surveys are certainly valuable, and I regularly rely on evidence from the World Values Survey, Gallup, Pew, and Arab Barometer. But let me present 5 reasons for caution:

1. Declining response rates

2. Social desirability bias

3. Answers varying depending on the interviewer

4. Responses shifting if overheard

5. Suppression of stigmatised topics

Collectively, these factors present a high risk of error. What’s the alternative? How can we get real-time, accurate insights into people’s genuine preferences.

What data would help us track what US voters really think, or Saudi Arabia’s cultural liberalisation?