Vesselin Popov is the Business Development Director for the University of Cambridge Psychometrics Centre, a multidisciplinary research institute specialising in online behaviour and psychological assessment. Vess is responsible for the Centre’s commercial partnerships and oversees a range of projects to increase the understanding and use of Big Data Psychology in business and the community. He identifies areas where psychometric techniques can deliver the greatest impact and drives product development strategy, helping to put cutting-edge tools in the hands of citizens. Vess also coordinates Apply MagicSauce, a battery of predictive algorithms based on over 6 million users’ psychological and social media data. Apply Magic Sauce API translates digital footprints of human behaviour into accurate psycho-demographic profiles and has had a tremendous impact on public engagement with issues around the use of data in marketing, politics, health, human resources and beyond.