Elle gives people the option to join in debates so the website can collect data and use it in future articles. For example in a recent article called 'Why do we Want to be Thinner?' Elle captioned the end of the article by encouraging readers to 'join the debate' by tweeting in their opinions. This helps Elle to understand their demographic more.
The website is also able to guage the demographic by collecting data through a 'like' count. Each article gives the reader the option to 'like' it via Facebook. This enables Elle to collect data on what is the most popular on their site.
In some of their more scientific articles Elle has to rely on data collected by other sources. In a recent article about sleepwalking they chose to feature facts from a survey collected by Londonsleepcentre.com. This also suggests that their data collecting process applies only to the area local to the company, London.
Of course interviews that are on the site collect their data from the person being interviewed.
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