Vesselin Popov


Vesselin Popov (*1991) is the Business Development Director for the University of Cambridge Psychometrics Center, a multidisciplinary research institute specializing in online behavior and psychological assessment.

Vess is responsible for the Center’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 drives product development at the Centre and coordinates the Apply Magic Sauce project, developing 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. The tool has had a tremendous impact on public awareness and engagement with Big Data and predictive technologies; it supports academics and businesses around the world in tackling a range of challenges related to personalization, and provides up to 150,000 users per day with feedback on their private attributes.