The behavior of one single individual is almost impossible to predict, but the behavior of groups can be anticipated with amazing accuracy. It's not even that hard: it's similar to how it's almost impossible to predict the movement of a single snowflake, but quite doable to predict a snowstorm.
Here's the website of the specialists who designed the »STAR WARS™ Identities« exhibition. If you click on »scientific committee« you can clearly see what the focus was.
In this YouTube video (starting at 21:26) you can get a sense of how exhibition visitors interacted with the various terminals across the venue.
Here's the wikipedia entry for computational sociology.
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And here's a reminder to hydrate.