Airbnb's Director of Data Science, Alok Gupta, has been working to quantify the abstract concept of trust, which is crucial for Airbnb's business model. His team conducted an experiment with Stanford University researchers to explore whether people trust Airbnb's rating system over their inherent biases based on demographics like age, gender, and location. The study revealed that highly rated profiles on Airbnb, even if demographically different from the user, were trusted more than those who shared attributes with the participant but had no ratings. This finding suggests that Airbnb's reputation system can overcome natural biases, highlighting the importance of measurement in data science. Gupta emphasizes measurement as the most impactful area in data science, advocating for a scientific approach to problem-solving beyond the tech industry, and believes that good measurement is key to addressing global challenges such as poverty and inequality.