French recommendation engine developer Spideo came out of hibernation recently, hosting a joint webinar with QoE expert Nice People at Work (NPAW) in which the two companies proposed the idea of psychographic data usurping demographic data in the battle for churn prediction products. Recommendation software firms as we once knew them are rapidly rebranding to metadata companies, most claiming to use machine learning techniques to power various processes worlds away from purely recommending content – yet the underlying algorithms themselves seemingly remain much the same. Psychographic data is about building up a personality for each individual user, based on aspects such as lifestyle, interests and habits, rather than relying on demographics and past viewing behaviors. Spideo and NPAW suggest psychographic…