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Copy of How to Spot a Liar... with Data

SXSW 2014 Presentation by Noah Zandan, CEO of Quantified Impressions
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merinida merinida

on 9 June 2014

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Transcript of Copy of How to Spot a Liar... with Data

Are you a good liar?
How to Spot a Liar
NOAH ZANDAN
@NZANDAN
©2014
... with Data
Q
- Deception Detection expert Pamela Meyer, Harvard
"On average, we are
10 and 200 times per day."
between
lied to
DECEPTION
Ways to detect
REFERENCE THEMSELVES
Liars do not
vs.
MORE NEGATIVE
Liars tend to be
"Sorry my stupid phone battery died.
I hate that awful thing. "
TO ADD COMPLEXITY
Liars struggle
LONGER SENTENCES
Liars tend to use
"I can say categorically that this investigation
"
Our
defense when
we
look at this thing and
we
say - and I guess I try to ask people to sit in my seat and say, OK, you know, a guy in a French - in a Parisian laboratory opens up your sample, you know,
Jean-Francis so and so
, and he tests it. Nobody's there to observe. No protocol was followed. And then you get a phone call from a newspaper that says we found you to be positive six times for EPO. "

- Lance Armstrong with Larry King (2005)
A lie
The truth
"Listen, all the fault and all the blame here falls on
me
. But behind that picture and behind that story is momentum. Whether it’s fans or whether it’s the media, it just gets going. And
I
lost
myself
in all of that.
I’m
sure there would be other people that couldn’t handle it, but
I
certainly couldn’t handle it, and
I
was used to controlling everything in
my
life.
I
controlled every outcome in
my
life. ”

- Lance Armstrong with Oprah (2013)
A lie
The truth
"I am and have been willing to take any test necessary to establish the fact that I am not the father of any baby, and I am truly hopeful that a test will be done so this fact can be definitively established. I only know that
the apparent father
has said publicly that he is the father of the baby. I also have not been engaged in any activity of any description that requested, agreed to or supported payments of any kind to
the woman
or to the apparent father of
the baby
. "

- John Edwards (2008)
"I am
Quinn
’s father. 
I will do everything in my power to provide her with the love and support she deserves.
  I have been able to spend time with her during the past year and trust that future efforts to show her the love and affection she deserves can be done privately and in peace."

- John Edwards (2010)
Noah Zandan

@nzandan

info@quantifiedimpressions.com
How to Spot a Liar
... with Data
x
x
www.quantifiedimpressions.com
"There was no party here last night"
"I did not host a party at your house last night"
"I did not have sexual relations
with that woman"
was involved in this very bizarre
no one in this administration, presently employed,
indicates that no one on the White House staff,
Ratio of SINGULAR
PERSONAL PRONOUNS
in the total number of words
Larry King interview,
2005
Oprah interview,
2013
5.43%
9.49%
74.77%
t."
n
e
d
ci
n
i
}
Flesch-Kinkaid Grade Level
14
9
5
10
15
John Edwards
2008
John Edwards
2010
Source: Quantified Impressions Analytics 2014

Source: Quantified Impressions Analytics 2014
Full transcript