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14 min 26 sec
Available in:Englishไทย

Everybody Lies: Big Data, New Data and What the Internet Can Tell Us About Who We Really Are

Shows why surveys and self-reports mislead, and how honest online behavior such as Google searches reveals what people really think, where opportunity exists and what works, along with the limits and ethics of using it.

Table of Content

If you judge customers, colleagues or even your own relationships by what people tell you, you are working from a story that was polished before it reached you. In Everybody Lies, data scientist and economist Seth Stephens-Davidowitz argues that a more honest record exists: the searches and clicks people make when nobody is asking them questions. That record can overturn even experienced intuition. One study of Facebook data found that couples with many friends in common were more likely to switch their status to single, the opposite of what a wise grandmother assumed.

His case is that big data, used with care, shows who we really are and what actually works, provided we ask it questions at the right scale and keep human judgment involved. Along the way you get a working test for spotting a dishonest survey, a cheap way to find out what causes what, and a clear sense of where numbers stop being trustworthy.

University graduates reported their own grades, and the official records disagreed by a wide margin. The gap points to a pressure that bends nearly every answer people give about themselves, and to one place where that pressure fades.

An 88-year-old woman with decades of experience made a confident claim about what keeps couples together. A study of Facebook data put her rule to the test, and the result is worth knowing before you trust your own experience.

Early search engines had plenty of data and still gave poor results. Two founders changed one thing about what they counted, and an engineer later showed that the same kind of signal could follow a disease.

On average, a poor child in the United States had worse odds of success than one in Denmark or Canada. Looking closer at more than a billion tax records told a very different story about where you grow up.

Healthy moderate drinkers make a tempting headline, yet the headline proves less than it seems. A presidential campaign showed how cheaply the real question can now be answered, and the method fits almost any team.

A geneticist found a gene that appeared twice as often in high-IQ students, then watched the finding vanish. His mistake reveals a trap waiting in large datasets, and a second one that no dashboard can show.

Millions of searches each month mention suicide, and governments could in principle see them. The numbers argue against one obvious response and toward another that a study from 2016 suggests can actually reach people.

Everybody Lies ends up being a book about honesty, both ours and our data’s. People polish their answers, so surveys flatter us, and even a grandmother’s hard-won wisdom can point the wrong way. What people do alone at a search bar is a truer record, and Stephens-Davidowitz shows it can find where poor children still rise, follow a flu outbreak or settle which website persuades. The same record misleads when it holds too many variables, misses what cannot be counted, or is aimed at a single person.

So the practical habits are modest ones. When a decision rests on what people say, look for something they actually did. When you hold a strong instinct, write it down and let evidence try to break it. When a pattern looks striking, test it on fresh data or on randomly split groups before you build on it.

The author draws one more, gentler lesson. The searches people hide from friends show that few private worries or desires are as unusual as they feel. Whatever you type when no one is watching, someone else has typed it too.

About this book

What is this book about?

People shade the truth when asked about themselves. They overstate their grades, hide their habits and tell interviewers what sounds good. That makes surveys a weak guide to how people really behave, and a weak base for decisions in business, policy or private life. Seth Stephens-Davidowitz, a former Google data scientist and economist, argues that the internet has created a more honest record. What people type into a search engine, alone and unobserved, shows desires and worries they rarely admit. Because the data is so vast, researchers can zoom in on single cities, follow a flu outbreak as it spreads and run cheap experiments that show what causes what, as Barack Obama's 2008 campaign did with its website. The book also marks the edges. Datasets with thousands of variables throw up false patterns, numbers miss human experience, and aiming search data at individuals raises serious problems of accuracy and privacy. Readers get a sharper way to question surveys and their own instincts, and a clear sense of when data deserves their trust.

Book Information

Rating:

Genre:

Psychology, Technology & the Future

Topics:

Critical Thinking, Data & Analytics, Internet & Society

Publisher:

HarperCollins

Language:

English, ไทย

Narrator:

Jenna

First published:

May 9, 2017

Pages:

352

Length:

14 min 26 sec

Get the book:

Amazon

Who it's for

  • Decision makers doubting surveys

    Managers and marketers who base decisions on surveys and suspect the answers are too polite.

  • Curious what data reveals

    Students and analysts curious how search data, tax records and online experiments reveal human behavior.

  • Founders wanting cheap tests

    Founders who want to test ideas cheaply instead of arguing over them.

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About the Author

Seth Stephens-Davidowitz

Seth Stephens-Davidowitz is an American data scientist, economist and author. He has worked as a data scientist at Google, written opinion pieces for the New York Times and taught as a visiting lecturer at Wharton, at the University of Pennsylvania. His research draws on Google Trends and Facebook data to uncover what people think but will not say in public. He studied philosophy at Stanford and holds a doctorate in economics from Harvard. Everybody Lies, his first book, appeared in 2017 and became a New York Times bestseller.

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Ratings & Reviews

Ratings at a glance

4.1

Overall score based on 137 ratings.

What people think

Listeners find this work captivating and well-composed, noting that the informal tone creates an accessible experience. They also value the vast amount of research and its capacity to reveal genuine truths about human nature. Additionally, the book is funny and intellectually stimulating, with one listener mentioning that it successfully challenges personal assumptions.

Top reviews

Pear

Ever wonder what people are actually thinking when they aren't trying to impress anyone? This book reveals the hidden world of our private searches, acting as a kind of digital truth serum for the 21st century. I found the research into how we perceive our children—specifically the 'gifted son' vs 'overweight daughter' disparity—to be absolutely gut-wrenching but necessary to acknowledge. It's written in a very conversational, accessible style that doesn't feel like a dry academic text. Some of the conclusions about the 2016 election are controversial, sure, but the underlying data points are hard to ignore. It’s a thought-provoking read that will make you rethink every 'anonymous' survey you’ve ever filled out. Stephens-Davidowitz has a knack for making complex data science feel like a late-night chat at a bar. Highly recommended for fans of Malcolm Gladwell or Nate Silver who want a deeper dive into the 'why' behind the 'what'.

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Viroj

Wow. This book is a total gut-punch for anyone who thinks they understand the modern world. It’s one thing to suspect people are lying to save face, but it’s another thing entirely to see the raw numbers proving it. The insight into how parents search for information about their kids was a real 'aha' moment for me. We claim to be progressive, but our search bars tell a different story about our biases. I found the conversational tone very refreshing; it felt less like a lecture and more like a fascinating dinner conversation. The research is clearly extensive, and the author does a great job of explaining how these huge datasets are actually managed. It’s humorous, thought-provoking, and deeply unsettling all at once. If you want to see the 'unfiltered' version of humanity, you absolutely have to read this. It’s the most authentic look at human nature I’ve seen in years.

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Aim

Truth is, we are all a bit more honest with our keyboards than we are with our closest friends or even ourselves. Stephens-Davidowitz captures this phenomenon perfectly. He uses the analogy of a sociologist looking through trash to find what people really eat, rather than asking them. It’s a brilliant framework for understanding Big Data. The book is packed with authentic insights that challenge the way we think about everything from politics to sexuality. I loved the diverse range of examples—from horse racing to the linguistics of movie scripts. The writing is incredibly easy to read, almost like a long-form magazine article that you can’t put down. While some critics say he makes big leaps, I think he provides enough evidence to at least make you stop and think. It’s an amazing amount of research packed into a very manageable book. It really highlights how much 'everybody lies' in their daily lives.

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Sumalee

As someone who spends a lot of time looking at consumer behavior, I found this deep dive into 'Big Data' incredibly relevant. The book argues that our search history is a more accurate reflection of society than any survey could ever be. It’s a bit jarring to see the data on racism and how it supposedly influenced the 2016 election, but it forces you to confront uncomfortable realities. I particularly enjoyed the bits about how movies might actually reduce violent crime by keeping people off the streets. The tone is humorous and light, which helps when dealing with some of the darker subjects like child abuse or hate speech. Not gonna lie, I wish there was more discussion on the ethics of this kind of data collection. Overall, it’s a brilliant look at the trail of breadcrumbs we leave online every single day.

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Nan

Finally got around to reading this and it’s a total page-turner. Seth Stephens-Davidowitz takes a mountain of Google data and turns it into a mirror that shows us who we really are—the good, the bad, and the very ugly. The book is conversational and moves fast, making it easy to digest even the more complex statistics. I loved the comparison to the 'sociologist in the garbage can'—it’s a perfect metaphor for what he’s doing here. My only real gripe is that he sometimes treats search terms as definitive proof of intent without accounting for curiosity or academic research. Still, it’s a fascinating read that challenges your preconceived notions about human nature. It’s rare to find a book about statistics that actually makes you laugh out loud while simultaneously making you worried about the future of privacy. Definitely worth your time.

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Rod

After hearing about the Google Trends stuff on a podcast, I had to see the full picture for myself. This book does a great job of showing how data can be used for good, like identifying early symptoms of cancer or tracking disease outbreaks before the CDC even notices. It’s a very well-written piece that balances humor with some pretty heavy social commentary. I did find the repetitive focus on certain porn habits a bit excessive, and some of the logic there felt a bit shaky compared to the harder science in other chapters. To be fair, though, the author is upfront about how 'noisy' data can be. It’s an engaging read that will definitely spark some interesting conversations with your friends. Just be prepared to feel a little bit exposed once you realize how much Google knows about your darkest secrets. A solid four-star read for sure.

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Orawan

Seth Stephens-Davidowitz provides a fascinating, if sometimes unsettling, look into our collective psyche through the lens of our internet searches. The premise that Google is a 'digital confessional' is both brilliant and terrifying. I appreciated how the book dives into serious topics like child abuse and hate crimes using data that was previously unavailable to researchers. The tone is casual and never feels bogged down by jargon, which makes the pages fly by. Personally, I was most intrigued by the data on how curiosity can be used to influence people’s feelings toward different groups. There are moments where the author’s confidence in the data seems a bit misplaced—especially when he assumes search intent is always literal—but the overall impact of the book is undeniably strong. It’s a great mix of 'fun facts' and serious analysis that will change the way you look at your own browser history. A must-read for the data-curious.

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Yongyut

Picked this up after seeing it compared to Freakonomics, and while it’s engaging, it doesn’t quite hit that same level of rigorous analysis. The premise is solid: people lie to pollsters but tell the truth to Google. However, I found some of the author’s leaps of logic a bit hard to swallow, especially regarding the pornographic search data. He assumes that male searches are literal desires while dismissing female searches as mere fantasy, which feels like a double standard in his methodology. To be fair, the section on predicting health trends and pancreatic cancer via search symptoms was genuinely impressive. The writing is snappy and the anecdotes are fun, but keep a grain of salt handy for the more sweeping social generalizations. It’s a quick read, but a few chapters felt a bit like a collection of 'did you know' blog posts rather than a cohesive thesis.

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Man

The chapter on racism was particularly eye-opening, though I’m not sure I’m 100% convinced by every correlation the author draws. It's a bold claim to say that Google searches for the N-word are a direct predictor of voting patterns, especially when the human mind is so much more complex than a single search query. Look, the book is undeniably entertaining and the writing style is very approachable for non-scientists. However, it often feels like it's trying way too hard to be the next Freakonomics. I appreciated the final section where he actually addresses the limitations of Big Data, but I wish that skepticism had been applied to his own theories earlier in the book. It’s an interesting collection of anecdotes and 'fun facts,' but as a serious work of social science, it leaves a lot of unanswered questions about motivation and context.

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Prasarn

I really wanted to like this book because the topic is fascinating, but the methodology felt incredibly sloppy in places. The author seems determined to prove that racism was the primary driver for Trump's victory, yet he glosses over the fact that Obama won twice despite the same search trends existing back then. It felt like he started with a conclusion and then cherry-picked the data to support his narrative. Also, the section where he tries to interpret the smell of vaginas was weirdly repetitive and unprofessional. Frankly, if you need a footnote to explain why your joke isn't offensive, you probably should have just cut the joke. There are some cool factoids buried in here, but they are surrounded by too much speculation and biased reasoning. If you’re looking for actual data science, stick with the experts who don’t treat their datasets like an op-ed column.

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Questions about this book

Seth Stephens-Davidowitz argues that people shade the truth in surveys, so traditional research often misreads human behavior. What people type into search engines and do online, when nobody is questioning them, gives a more honest picture. Because this data is so vast and arrives constantly, it can reveal hidden preferences, show local patterns such as where poor children rise, and make experiments cheap, though it has real limits and ethical risks.

People want to look good, so they adjust their answers, a tendency called social desirability bias. They also want to impress whoever runs the survey, even when anonymous. In one example, two percent of University of Maryland graduates admitted a grade point average below 2.5, while university records showed the true share was 11 percent. Search engines remove the questioner, so people have less reason to perform.

The author names two. Datasets with many variables produce chance patterns, as when geneticist Robert Plomin’s link between the IGF2r gene and IQ vanished on a repeat test. And numbers miss human experience: Facebook can count clicks and likes but uses small surveys, psychologists and sociologists to learn how users feel. He also warns against aiming search data at individuals, for reasons of accuracy and privacy.

Compare what people say with what they actually do, and trust behavior where the two differ. Treat strong instincts as hypotheses to test. Break averages down by team, region or product, as Raj Chetty did with tax records by city. Settle design debates with A/B tests on randomly split groups, the way Barack Obama’s 2008 campaign chose its website layout, and confirm surprising correlations on fresh data.

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Everybody Lies

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