In the 'Big Brother' society that we live in today, almost every move we make is documented - from the journeys we make using automated travel cards, online bank statements, location details from check-ins on Facebook, buying habits that are archived from online retailers like Amazon, to the types of people we connect with online, determining our personality types. 

It's a little mind-blowing to think that interacting on social media, which has very much become a daily ritual for many of us, can influence important social research that shape the way companies target us for particular products. 

Are we really that transparent?