Consumer Devices and Apps May Unlock Door to Measuring Unconscious Emotions
Marc Dresner, IIR
that marketers and consumer researchers should pay close attention to, because
the implications for insights work are huge.
being conducted by consumer researchers; this research is being conducted by
consumers, themselves, for themselves.
Why Your Personal Data Counts and How Tracking
it Can Change the World’ and founder of the H(app)athon Project–is on a
mission to help people objectively take
stock of their lives using data they collect about themselves, and to then adjust
their behaviors, lifestyles and priorities according to what those data tell
us that we interact with every day to track, understand and
optimize every aspect of our lives,’ Havens said.
positive psychology. After all, Havens is about hacking happiness, not misery’a thoroughly noble pursuit to be sure.
interview with Havens for the Research Insighter podcast series, yours truly
has honestly been preoccupied with the potential applications and implications
for consumer researchers.
if I focus less attention than I should on the potential benefit to mankind and
more on the possibility that consumers may figure out a way to harness Big Data
before those of us in marketing do.
with the ‘Quantified Self’ movement taking the healthcare and wellness
industries by storm.
with using sensor technology in smartphones and wearable devices (think Fitbit)
to track and analyze physiological and other health-related data: heart rate,
blood pressure, exercise, etc.
selfies’ will tell you that monitoring one’s own blood pressure, pulse and the
like barely scratches the surface of the quantified self movement.
gamification of self improvement.
of them sprouting up all over (New York has a ‘chapter’)’monitor their
cognitive functioning, blood oxygen levels’even the quality of the very air in
the room they’re breathing.
sleep at night? You need not necessarily spend a night in a medical sleep
center; you can do it yourself at home in your own bed without a bunch of
clinicians watching you thrash around in your sheets from behind glass.
example, and its nutritional content needs to be manually entered, but that’ll
get easier fast. (Watch for barcodes next to menu items in restaurants that can
be scanned to your smartphone to track your diet.)
this, Havens points out, is possible because technology that was until recently
only accessible to healthcare professionals, the military, law enforcement,
etc., is now becoming commercially available to everyday consumers.
an app available for download that accurately reads your heart rate by just pointing
your smartphone’s camera at your face.
devices don’t even have to be touching
us to collect this data,’ Havens emphasized.
formerly the domain of agents scoping out potential terrorists in airports.
sophisticated, albeit less sexy data collection technologies that are also
making their way into the hands of everyday folks.
collection and analytics tools marketers use.
activity, time spent, sites visited, Google searches, etc.
tell us about ourselves?
Media Insights and Engagement conference’a sister event to the Future of Consumer Intelligence, which sponsors this blog’and I can tell you media
researchers are quite keen on getting at cross-platform media consumption data
(not just programming content, but social and any other “media,” too’all of it).
book proposes that you and I’wearing our Joe Consumer hats’might benefit from looking
at how much time we spend playing Candy Crush, streaming YouTube videos,
Facebooking, listening to MP3s, bidding on eBay auctions, etc.
my tablet, my desktop computer…Eureka!
looking at one’s monthly credit card statement (something else I happen to have
access to, coincidentally).
a credit card statement, you can see what you truly value because there is a list of
what you put your money toward in the past month,’ he told the Research
you know you really like music if you see that you’ve downloaded a ton of it.
maybe it’s a lot of pornography that you’ve been downloading?
where the positive change comes into play.
you ask someone what really matters to them in life, they’ll tell you things
like family time,’ said Havens.
what if you had objective data about how you live your life? If you could track
the things that you claim’that you believe’are important to you’? he asked.
might find that actually, according to the data, we don’t really value those
things’at least that’s how it looks on paper. And we can make a change,’ Havens said.
that this stuff is going to make online surveys look primitive, like leaching’but
you must admit Havens has a point.
So much attention and investment is
being devoted to unlocking the unconscious emotional motivations that drive consumer
behavior in the research community for good reason.
will allow people the opportunity to improve their wellbeing by making
decisions based on real data, knowing things about themselves that they might not otherwise be
aware of,’ said Havens.
community shouldn’t pay attention to this.
out John Havens’ book, ‘Hacking H(app)iness,’ and to learn more about the
Happiness: How to Give Big Data a Direction’ at the Future of Consumer Intelligence conference taking place May
19-21 in San Francisco.
your registration to attend the Future of Consumer Intelligence when you use
code FOCI14BLOG. Register here today!
ABOUT THE AUTHOR / INTERVIEWER
Marc Dresner is IIR USA’s sr. editor and special communication project lead. He is the former executive editor of Research Business Report, a confidential newsletter for the marketing research and consumer insights industry. He may be reached at firstname.lastname@example.org. Follow him @mdrezz.