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from TradeBriefs FMCG Weekly

Sree Vijaykumar

From the Editor's Desk
Phrenology was a pseudoscience that was briefly popular in the 19th century. Phrenologists would run their fingers over the patient's skull, probing for bumps and indentations. Each one, they thought, was linked to personality traits. If a patient was morbidly anxious or suffering from alcoholism, the skull probe would usually find bumps and dips that correlated with that observation - which, in turn, bolstered faith in the science of phrenology. Phrenology was a model that relied on pseudoscientific nonsense to make authoritative pronouncements, and for decades it went untested. Big data can fall into the same trap. More in this Guardian piece about how algorithms rule our working lives, sometimes quite unfairly.

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