What do college graduates do with a sociology major? We just got an updated look from Phil Cohen this week:

These are all great career fields for our students, but as I was reading the list I realized there is a huge industry missing: data science and analytics. From Netflix to national policy, many interesting and lucrative jobs today are focused on properly observing, understanding, and trying to predict human behavior. With more sociology graduate programs training their students in computational social science, there is a big opportunity to bring those skills to teaching undergraduates as well.

Of course, data science has its challenges. Social scientists have observed that the booming field has some big problems with bias and inequality, but this is sociology’s bread and butter! When we talk about these issues, we usually go straight to very important conversations about equity, inclusion, and justice, and rightfully so; it is easy to design algorithms that seem like they make better decisions, but really just develop their own biases from watching us.

We can also tackle these questions by talking about research methods–another place where sociologists shine! We spend a lot of time thinking about whether our methods for observing people are valid and reliable. Are we just watching talk, or action? Do people change when researchers watch them? Once we get good measures and a strong analytic approach, can we do a better job explaining how and why bias happens to prevent it in the future?

Sociologists are well-positioned to help make sense of big questions in data science, and the field needs them. According to a recent industry report, only 5% of data scientists come out of the social sciences! While other areas of study may provide more of the technical skills to work in analytics, there is only so much that the technology can do before companies and research centers need to start making sense of social behavior. 

Source: Burtch Works Executive Recruiting. 2018. “Salaries of Data Scientists.” Emphasis Mine

So, if students or parents start up the refrain of “what can you do with a sociology major” this fall, consider showing them the social side of data science!

Evan Stewart is an assistant professor of sociology at University of Massachusetts Boston. You can follow him on Twitter.