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By making people choose between two similarly positive words about a sequence of pictures featuring women in a variety of scenarios, the app gathers insights into people's perception. Basic demographic information like gender, age, and zip code are tagged with the decisions and collected into a back-end database. The app provides some basic feedback on how your reactions compare to the overall response set, or a view filtered by gender, age, and/or area. However, the true value is through data mining the collected information using analytics or machine learning algorithms to view variations in perception across and between the captured demographics. This can lead to specifically targeted actions based on the insights to better inform, educate and broaden people's perception of women.

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