Rudder founded a matchmaking web site. When it was successful, with many clients, he looked at the statistics as a sociologist. He studied at a macro level: what sorts of people are likely to look at what sorts of profiles. The results of his study avoid the WIERD problem plaguing most university research, where most subjects in studies are Western, Educated, and from Industrialized, Rich, and Democratic countries. Rudder’s subjects were not WIERD. And the study was not a questionnaire, with subjects answering untruthfully: Rudder knew what the subjects actually did on the website.
This book is fascinating reading if you are interested in the motivation driving human behaviour. But if you are interested in the mechanics of analyzing big data, then you will not find much help here.