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Creating a taxonomy of interests is expensive and human-effort intensive: not only do we need to identify nodes and interconnect them, in order to use the taxonomy, we must also connect the nodes to relevant entities such as users, pins, and queries. Connecting to entities is challenging because of ambiguities inherent to language but also because individual interests are dynamic and evolve. Here, we offer an alternative approach that begins with bottom-up discovery of $μ$-topics called pincepts. The discovery process itself connects these $μ$-topics dynamically with relevant queries, pins, and users at high precision, automatically adapting to shifting interests. Pincepts cover all areas of user interest and automatically adjust to the specificity of user interests and are thus suitable for the creation of various kinds of taxonomies. Human experts associate taxonomy nodes with $μ$-topics (on average, 3 $μ$-topics per node), and the $μ$-topics offer a high-level data layer that allows quick definition, immediate inspection, and easy modification. Even more powerfully, $μ$-topics allow easy exploration of nearby semantic space, enabling curators to spot and fill gaps. Curators' domain knowledge is heavily leveraged and we thus don't need untrained mechanical Turks, allowing further cost reduction. These $μ$-topics thus offer a satisfactory "symbolic" stratum over which to define taxonomies. We have successfully applied this technique for very rapidly iterating on and launching the home decor and fashion styles taxonomy for style-based personalization, prominently featured at the top of Pinterest search results, at 94% precision, improving search success rate by 34.8% as well as boosting long clicks and pin saves.

Social multimedia users are increasingly sharing all kinds of data about the world. They do this for their own reasons, not to provide data for field studies-but the trend presents a great opportunity for scientists. The Yahoo Flickr Creative Commons 100 Million (YFCC100M) dataset comprises 99 million images and nearly 800 thousand videos from Flickr, all shared under Creative Commons licenses. To enable scientists to leverage these media records for field studies, we propose a new framework that extracts targeted subcorpora from the YFCC100M, in a format usable by researchers who are not experts in big data retrieval and processing. This paper discusses a number of examples from the literature-as well as some entirely new ideas-of natural and social science field studies that could be piloted, supplemented, replicated, or conducted using YFCC100M data. These examples illustrate the need for a general new open-source framework for Multimedia Big Data Field Studies. There is currently a gap between the separate aspects of what multimedia researchers have shown to be possible with consumer-produced big data and the follow-through of creating a comprehensive field study framework that supports scientists across other disciplines. To bridge this gap, we must meet several challenges. For example, the framework must handle unlabeled and noisily labeled data to produce a filtered dataset for a scientist-who naturally wants it to be both as large and as clean as possible. This requires an iterative approach that provides access to statistical summaries and refines the search by constructing new classifiers. The first phase of our framework is available as Multimedia Commons Search, an intuitive interface that enables complex search queries at a large scale...