The process of developing survey items is very similar to the way we develop products. You actually go through a process where you put them in front of people and essentially do controlled studies around how people interpret and respond to them. And so when you think of the human mind, not as just an emotional, unreliable, biased, subjective thing, but rather, if you look at the human mind as an algorithm that can be used as measurement instrument, it really opens your eyes up to what's possible.

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