From Social Media to Expert Reports: The Impact of Source Selection on Automatically Validating Complex Conceptual Models of Obesity

Models are predominantly developed using either quantitative data (e.g., for structured equation models) or qualitative data obtained through questionnaires designed by researchers (e.g., for fuzzy cognitive maps). The wide availability of social media data and advances in natural language processing raise the possibility of developing models from qualitative data naturally produced by users. This is of particular interest for public health surveillance and policymaking, as social media provide the opinions of constituents. In this paper, we contrast a model produced by social media with one produced via expert reports. We use the same process to derive a model in each case, thus focusing our analysis on the impact of source selection. We found that three expert reports were sufficient to touch on more aspects of a complex problem (measured by the number of relationships) than several million tweets. Consequently, developing a model exclusively from social media may lead to oversimplifying a problem. This may be avoided by complementing social media with expert reports. Alternatively, future research should explore whether a much larger volume of tweets would be needed, which also calls for improvements in scalable methods to transform qualitative data into models.