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Lost in the Supermarket - Persuasive Services Seminar

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Presentation by David Kjelkerud at the Persuasive Services seminar at KTH, Stockholm. 25 Februrary 2009. …

Presentation by David Kjelkerud at the Persuasive Services seminar at KTH, Stockholm. 25 Februrary 2009.

www.lostsupermarket.org
www.persuasiveservices.org

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  • So Lost in the Supermarket is my master thesis


  • The overarching question formulation goes something like this



    And actually a more appropriate wording would be something like this:
  • But the word persuasion can have negative connotations.



    One example: When choosing what name to publish our iPhone apps on the App Store we started thinking.
    Not such a good idea to use persuasive services
    You don’t want your users to be too aware of it being a persuasive application.
    Or maybe they don’t mind, not sure yet.
  • OK, using mobiles to change our eating habits, nice, but why is that important?
    Lets start with the food part.
  • You probably know these numbers





  • In my thesis I have focused on the supermarket
    Supermarket is an interesting place.
    It works like this magic food hub, food pops up in the shelves.
    No connection to origin or environmental impact.
    Little information, we got the eco labels etc, but we got better tools today:
  • We have all got mobiles.
    Lets see if we can use them.
  • The mobile is always on, always with us and we all got one.
    And it can (in theory at least) provide information when the user need it, in the moment of buying.
    Also a superb platform for social data. Coming back to that later in the talk.
  • Reclaim Your Data -


  • fisk is fish in swedish


  • i just wanna talk to you a little bit about tuna. gonna be a little bit depressing, sorry.



    tuna is probably the most popular fish used to feed humans on the planet. And all of the tuna species are fished to maximum limits. very valuable fish. They are going extinct. Bluefin population down by 90% in the last 30 years.



    Tuna is the only thing that defies the depression in japan. last month a blue fin tuna was sold i tokyo for the record price of $140.000!



    International Commission for the Conservation of Atlantic Tunas raised the quotas to 22000 tonnes for 2009, EVEN THOUGH their scientists recommends a catch of 8500 tonnes. It’s a disgrace.



    Tuna is one of the most impressive predators on earth. I had the luck see one while diving in the red sea.



    Sweden was one of the most active countries in diminishing the atlantic tuna population during the last century. And spain is still the largest exporter of sharkfins to china, sharks which are dying in enourmous numbers, total population also down with 90%. And they’re part of EU!



    Just wanna put our services in a little bit of context. Sure we can help people change, but goverments, corporations etc need to take their responsability. Not just consumer power.
  • Simple webservice



    Uses data from a number of sources.



    Good data, but presented in PDF, or at best webpages. Not very accessable.



    Hidden data, lots of great data in papers, but not available to the general public.
    Part of this project is to make that data available.
  • And data is great! and but social data is greater!



    Fisk.cc like a pocket dictionary, providing data, helping consumers to make a more informed choice.
    But could you be more effective in your persuasion by displaying information on what other people are consuming?



    Of course we see the power of this in many web services of the new web.



    Normative information is extremely effective in persuading people. Knowing how your behavior relates to other people can be very effective. Most people want to be similar to the group or groups of people the identify with. I see the mobile as the medium of social data.


  • And data is great! and but social data is greater!



    Fisk.cc like a pocket dictionary, providing data, helping consumers to make a more informed choice.
    But could you be more effective in your persuasion by displaying information on what other people are consuming?



    Of course we see the power of this in many web services of the new web.



    Normative information is extremely effective in persuading people. Knowing how your behavior relates to other people can be very effective. Most people want to be similar to the group or groups of people the identify with. I see the mobile as the medium of social data.


  • So thinking about this the second prototype



    Persuasion by presenting collective behavior


  • These are some questions I have yet to dig deeper into in my thesis, and try to find answers to.



    CO2, really a good measure? Looking at other comparisons. Compare a green dish vs one with meat etc.



    Data input, three big datasets, hard to solve, none of the swedish supermarket chains provide detailed data on purchases through their loyalty cards. There has been progress in other markets, finland, collaboration research teams and kesko.


  • Transcript

    • 1. Lost in the Supermarket Mobile Software for Sustainable Food Consumption David Kjelkerud | 25 February 2009 | davidkje@kth.se persuasiveservices.org Friday, February 27, 2009
    • 2. Me ‣ Master Thesis ‣ Persuasive Services ‣ Media Technology KTH ‣ Human Computer-Interaction Friday, February 27, 2009
    • 3. Lost in the Supermarket Friday, February 27, 2009
    • 4. Friday, February 27, 2009
    • 5. Friday, February 27, 2009
    • 6. How can mobile software aid the change to a sustainable food consumption? Friday, February 27, 2009
    • 7. How can mobile software aid persuade us to change to a sustainable food consumption? Friday, February 27, 2009
    • 8. OK. Fine, but why? Friday, February 27, 2009
    • 9. Environmental impact of food production / consumption ‣ UN report (Livestock 18% of carbon emissions) ‣ Tragedy of the Commons – declining populations, e.g. fish ‣ Pesticides, fertilizing, transports, packaging, etc. Friday, February 27, 2009
    • 10. The supermarket ‣ Food hub ‣ Like magic! ‣ Lacking information about products Friday, February 27, 2009
    • 11. Hello mobile! Friday, February 27, 2009
    • 12. Mobile phone in the supermarket ‣ Always on, always close, everybody’s got one ‣ Can provide information in the moment of buying ‣ Great platform for social data Friday, February 27, 2009
    • 13. Some examples ‣ Reclaim Your Data (Interactive Institute) ‣ Consumer Gadget ‣ MenuTool Friday, February 27, 2009
    • 14. Prototypes Friday, February 27, 2009
    • 15. fisk.cc Friday, February 27, 2009
    • 16. Friday, February 27, 2009
    • 17. fisk.cc ‣ SMS / Web interface ‣ Uses data from WWF, Greenpeace, Swedish Board of Fisheries ‣ PDF? I need XML! Friday, February 27, 2009
    • 18. Data is great Friday, February 27, 2009
    • 19. Data is great but... Friday, February 27, 2009
    • 20. Data is great but... Social data is greater Friday, February 27, 2009
    • 21. 2nd prototype... ‣ Will have social layer on top of environmental information ‣ Supermarket is an invisible community ‣ Reaching non-users by public screens ‣ But... also showing how your behavior is unique Friday, February 27, 2009
    • 22. Some unanswered questions (as of yet...) ‣ How to communicate environmental info ‣ Data input is hard ‣ And of course, does this change behavior? Friday, February 27, 2009
    • 23. Questions? blog at lostsupermarket.org Friday, February 27, 2009

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