FUTURE MOBILE RESEARCHMINING REALITY THROUGH THE MOBILE PHONEFRANCESCO D’ORAZIO, CHIEF INNOVATION OFFICER, FACE, @ABC3D #E...
SOCIAL MEDIA MADE    ONLINE SOCIALBEHAVIOUR MEASURABLE
“SOCIAL VISUALIZATION” – Assignment 3: Visualizing Conversations, by Francis Lam, October 2004, MIT Media Lab
NOW MACHINE SENSING IS DOING THE SAME WITH       REALITY
IBM THINK h"p://www.ibm.com/ibm/think/thinkapp.html	  
IBM THINK h"p://www.ibm.com/ibm/think/thinkapp.html	  
IBM THINK h"p://www.ibm.com/ibm/think/thinkapp.html	  
MACHINE SENSING DATA IS CHANGING MANY     DISCIPLINES
NOW WITH SMARTPHONES  MACHINE SENSING IS  GETTING PERSONAL
1,038 billion                USA                              UK                                                44        ...
128 mins/day  every 7 mins< everywhere  everything >                                           Taking photographs; 3%     ...
h"p://www.zokem.com/2011/06/no-­‐prime-­‐;me-­‐for-­‐smartphone/	  
THIS MAKESSMARTPHONES THE MOST ACCURATE PROXY FOR A  PERSON’S BEHAVIOUR
THE SOCIAL SCIENCESHAVE BEEN SLOWER IN    ADOPTING A  COMPUTATIONAL     APPROACH
BUT COMPUTATIONAL   SOCIAL SCIENCE ISOCCURRING ELSEWHERE…
h"p://www.fabernovel.tv/UNHh/urban-­‐mobs-­‐paris-­‐sms/	  
MEANWHILE IN MRX LAND...
AUGMENTED RESEARCHIS TRYING TO CLOSE THIS GAP BY COMBININGQ U A L I TAT I V E R E S E A R C H M E T H O D S W I T HCOMPUTA...
REALITY MININGCOLLECTION OF MOBILE-SENSEDENVIRONMENTAL DATA PERTAININGTO HUMAN SOCIAL BEHAVIOUR
WHAT’S THE ADDED VALUE  TO MRX PROJECTS?WE SET UP A LITTLE EXPERIMENT TO FIND OUT JUST THAT
active captureLOGGING	  OF	  ACTIVITIES	  prompted responseSELF-­‐REFLECTION,	  RICH	  CAPTURE	  mobile sensingBEHAVIOURAL...
EXP #1      HOW	  DO	  WE	  NAVIGATE	             OUTDOOR	  AND	  INDOOR	  EXPLORER     SPACES?	  HOW	  DO	  WE	          ...
GO	  TO	  THE	  VICTORIA	  &	  EXP #1                    ALBERT	  MUSEUM.	  	  MISSION    SOMEONE	  WILL	  BE	  WAITNG	   ...
EXP #1    USE	  THE	  CAMERA	  ON	  YOUR	  PHONE	              TO	  DOCUMENT	  THE	  THINGS	  YOU	  MISSION           USED...
EXP #1THE DATA
ImagesEXP #1           Location           Call LogTHE DATA   SMS Log           Bluetooth                              THE	...
REALLY	  SIGNIFICANT	  LOCATIONS	  HESITATION	  AT	  ENTRANCES	  CUE	  EFFECTIVENESS	  RE-­‐NEGOTIATION	  MANAGING	  UNCER...
RICH DATA  PHYSICAL CONTEXT   SOCIAL CONTEXT BEHAVIOURAL PROFILEQUANTITAVIVE VALIDATION
BEHAVIOURS NOT CLAIMS
FRICTIONLESS DATA
BUT THE DATA ANALYSIS IS  STILL TOO COMPLEX
THE OPPORTUNITY
THANKSFRANCESCO D’ORAZIO, CHIEF INNOVATION OFFICER, FACE, @ABC3D #ESOMAR
Future Mobile Research
Future Mobile Research
Future Mobile Research
Future Mobile Research
Future Mobile Research
Future Mobile Research
Future Mobile Research
Future Mobile Research
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Future Mobile Research

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Mining Reality through your mobile phone.

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Future Mobile Research

  1. 1. FUTURE MOBILE RESEARCHMINING REALITY THROUGH THE MOBILE PHONEFRANCESCO D’ORAZIO, CHIEF INNOVATION OFFICER, FACE, @ABC3D #ESOMAR
  2. 2. SOCIAL MEDIA MADE ONLINE SOCIALBEHAVIOUR MEASURABLE
  3. 3. “SOCIAL VISUALIZATION” – Assignment 3: Visualizing Conversations, by Francis Lam, October 2004, MIT Media Lab
  4. 4. NOW MACHINE SENSING IS DOING THE SAME WITH REALITY
  5. 5. IBM THINK h"p://www.ibm.com/ibm/think/thinkapp.html  
  6. 6. IBM THINK h"p://www.ibm.com/ibm/think/thinkapp.html  
  7. 7. IBM THINK h"p://www.ibm.com/ibm/think/thinkapp.html  
  8. 8. MACHINE SENSING DATA IS CHANGING MANY DISCIPLINES
  9. 9. NOW WITH SMARTPHONES MACHINE SENSING IS GETTING PERSONAL
  10. 10. 1,038 billion USA UK 44 51+79 million/year UAE Spain 44 611 in 7 people Saudi Arabia 60global penetration Netherlands 43 Mexico 20 Japan 20 % Germany 29 France 38 China 33 Canada 33 Brazil 14 Australia 52
  11. 11. 128 mins/day every 7 mins< everywhere everything > Taking photographs; 3% Reading books; 7% Internet; Watching TV/films; 7% 19% Text messaging; 8% Checking SNS; Checking/writing emails; 14% 9% Making calls; Playing games; 10% Listening to 11% music; 12%
  12. 12. h"p://www.zokem.com/2011/06/no-­‐prime-­‐;me-­‐for-­‐smartphone/  
  13. 13. THIS MAKESSMARTPHONES THE MOST ACCURATE PROXY FOR A PERSON’S BEHAVIOUR
  14. 14. THE SOCIAL SCIENCESHAVE BEEN SLOWER IN ADOPTING A COMPUTATIONAL APPROACH
  15. 15. BUT COMPUTATIONAL SOCIAL SCIENCE ISOCCURRING ELSEWHERE…
  16. 16. h"p://www.fabernovel.tv/UNHh/urban-­‐mobs-­‐paris-­‐sms/  
  17. 17. MEANWHILE IN MRX LAND...
  18. 18. AUGMENTED RESEARCHIS TRYING TO CLOSE THIS GAP BY COMBININGQ U A L I TAT I V E R E S E A R C H M E T H O D S W I T HCOMPUTATIONAL DATA PROCESSING OF BEHAVIOURALD ATA F R O M T H E W E B A N D T H E M O B I L E
  19. 19. REALITY MININGCOLLECTION OF MOBILE-SENSEDENVIRONMENTAL DATA PERTAININGTO HUMAN SOCIAL BEHAVIOUR
  20. 20. WHAT’S THE ADDED VALUE TO MRX PROJECTS?WE SET UP A LITTLE EXPERIMENT TO FIND OUT JUST THAT
  21. 21. active captureLOGGING  OF  ACTIVITIES  prompted responseSELF-­‐REFLECTION,  RICH  CAPTURE  mobile sensingBEHAVIOURAL  DATA  
  22. 22. EXP #1 HOW  DO  WE  NAVIGATE   OUTDOOR  AND  INDOOR  EXPLORER SPACES?  HOW  DO  WE   FIND  OUR  WAY,  WHEN   DO  WE  FIND  IT   DIFFICULT,  WHEN  AND   WHY  DO  WE  GET  LOST  
  23. 23. GO  TO  THE  VICTORIA  &  EXP #1 ALBERT  MUSEUM.    MISSION SOMEONE  WILL  BE  WAITNG   FOR  YOU  AT  12.15     ON  THE  6TH  LEVEL,  CERAMICS   SECTION,  ROOM  136.  
  24. 24. EXP #1 USE  THE  CAMERA  ON  YOUR  PHONE   TO  DOCUMENT  THE  THINGS  YOU  MISSION USED  TO  NAVIGATE  AROUND.     TELL  US  THE  STORY  OF  YOUR   JOURNEY  USING  THE  PICTURES.     CAPTURE  13  PROBES  THROUGH   THE  SMARTPHONE  INCLUDING   LOCATION,  ORIENTATION,  CALL   LOG,  RUNNING  APPS.    
  25. 25. EXP #1THE DATA
  26. 26. ImagesEXP #1 Location Call LogTHE DATA SMS Log Bluetooth THE  PICTURES   Accelerometer AS  TEMPORAL   Gyroscope AND  SPATIAL   Orientation MARKERS  OF   THE  JOURNEY   Activity Running Apps Battery Screen Browser Searches
  27. 27. REALLY  SIGNIFICANT  LOCATIONS  HESITATION  AT  ENTRANCES  CUE  EFFECTIVENESS  RE-­‐NEGOTIATION  MANAGING  UNCERTAINTY  
  28. 28. RICH DATA PHYSICAL CONTEXT SOCIAL CONTEXT BEHAVIOURAL PROFILEQUANTITAVIVE VALIDATION
  29. 29. BEHAVIOURS NOT CLAIMS
  30. 30. FRICTIONLESS DATA
  31. 31. BUT THE DATA ANALYSIS IS STILL TOO COMPLEX
  32. 32. THE OPPORTUNITY
  33. 33. THANKSFRANCESCO D’ORAZIO, CHIEF INNOVATION OFFICER, FACE, @ABC3D #ESOMAR

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