How does Umbria determine the age or gender of bloggers?
From the words the blogger uses. Umbria Communications has developed a number of systems to help identify age and gender. One of these systems decompose blog postings into their parts of speech (nouns, verbs, adjectives, adverbs, etc.) and then uses mathematical models to compares the decomposed speech with nouns, verbs, adjectives, phrases and other form of speech from people of known ages and genders. The technology Umbria uses is a new application of linguistic analysis. As a rough example, compare the speech of a 14-year-old female with a 43-year-old male. To the extent they use different nouns, verbs, adjectives, adverbs, phrases, or speak about different topics, these differences offer clues to help predict age and gender. All market research has a margin of error dependent upon the type of analysis being conducted. Likewise, Umbria Communications’ analysis of weblogs and other online opinion sources is limited to the perspectives of the pool of individuals who have gone online t
