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Personalization in Search Engine results

Are users aware of it?

Eli Pariser's TED talk on Filter Bubble, got the interwebs talking on possible cons of personalization in search engine results.

Despite the popularity of the talk, there was no metric to understand whether users are aware of it or how to measure this inherent bias in the results.

Grounded Research

Ran a study on MTurks

Asked the turkers to run given set search queries on Google, Yahoo, Bing, and DuckDuckGo search engines and return the results page's source.

Visualizing results in Python

Force directed graph showing differences

For a given query and search engine, the variability in results from different turkers is plotted on a force directed graph.