Category: A/B testing

A/B testingAlgorithmsData Science

Christo Wilson Discusses the Ethics of Online Behavioral Experiments

If your company runs A/B tests involving it’s user community, this talk is a must see. Christo Wilson at Northeastern University discusses an analysis his lab ran on how companies use the Optimizely platform to conduct online experiments. Although these experiments tend to mostly be innocuous, there’s a tremendous need for transparency and mechanisms for accountability. How is your company addressing this?

Data for Breakfast

On May 1 of 2019, Dr. Christo Wilson gave a talk on his investigation into online behavioral experiments. The talk was based on a piper entitled Who’s the Guinea Pig? Investigating Online A/B/n Tests in-the-Wild, which he and his students gave at the 2019 ACM Conference on Fairness, Accountability, and Transparency in Atlanta, Georgia.

Online behavioral experiments (OBEs) are studies (aka A/B/n tests) that people conduct on websites to gain insight into their users’ preferences. Users typically aren’t asked for consent and these studies are typically benign. Typically an OBE will explore questions such as whether changing the background color influences how the user interacts with the site or whether the user is more likely to read an article if the font is slightly larger.

Sometimes, these studies cross ethical boundaries. For example, Facebook conducted an ethically problematic experiment designed to manipulate the emotional state of its users

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