Emotional Data: hipsters, human beings and mapping of taste data
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Emotional Data: hipsters, human beings and mapping of taste data

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As personal expression grows through social web tools, we are seeing the true diversity and complexity of human beings. However, most recommendation engines and marketing tools are stuck in mass ...

As personal expression grows through social web tools, we are seeing the true diversity and complexity of human beings. However, most recommendation engines and marketing tools are stuck in mass market mentality. ‘People who bought this, also bought this’ just doesn’t quite cut it anymore.

Fortunately, a field of evolutionary psychology that starts to explain the signals of personal expression is picking up steam. Taste Signaling explains the type of signals that people are practically screaming out to the world through posting to social networks. Could this be the key that maps data to our emotional selves and could unlock the future of truly personalizing our web experiences? Come find out what the Big Five Indicators are and how data can be emotional, too.

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http://blog.buyosphere.com 535
http://www.insights-qualitativos.com 148
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http://whereconf.com 57
http://www.spatiallyrelevant.org 29
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Emotional Data: hipsters, human beings and mapping of taste data Emotional Data: hipsters, human beings and mapping of taste data Presentation Transcript

  • hipsters, human beings and mapping of taste data
  • vr p rSeems that EVERYONE, including hipsters themselves according to recent research published in P
  • e and talent put into the unpacking of hipster culture in a way that allows us to collectively hate t
  • http://www.flickr.com/photos/poptartjen/4176952513
  • w b -b ? r ? b ?become associated with hipster culture? There are so many different cuts of jeans these days - no
  • heir association with hipsters. Everything from food and beverages like sriracha - a tasty, spicy sahe attention of a group of people who would simultaneously make and break them due to high e r ff p r r • sriracha • unflattering retro gianormous • PBR (pabst blue ribbon) glasses • kanye west • mustaches & beards • indie bands you’ve • trucker hats never heard of + anything that Pitchfork says to • ironic tees love • old skool pumas/ vans + Toms shoes • Iceland
  • let’s talk aboutenes that leads to the creation of the context around these ostensibly neutral products that are t
  • a LOT of content to the web in highly public ways. Where we are going, where we are, what we a life logging location connections short posts posts photos food questions/answers
  • chologists have been working on since the 60’s: Taste Signaling. Miller says that ‘many productson, we’d put them in a JOURNAL, not online. But what I love the most about this phenomenon is t “ - ” “Many products are signals first and material objects second.” Geoffrey Miller
  • hics, people who like this like that...and these computer programs don’t understand that: a. we a yet... are stupid
  • hering houses on the web to find out what they know about him and, as it turns out, the answer i “Google’s Ads Preferences believes I’m a guy interested in politics, Asian food, perfume, celebrity gossip, animated movies and crime but who doesn’t care about “books & literature” or “people & society.” (So not true.)” Joel Stein Your Data, Yourself Time Magazine, March 21, 2011
  • so back to thenals. When it comes to what people are trying to tell us through what they are posting publicly, w
  • b there is in anything we CHOOSE to post.built in radar for this stuff. The tools we use to post where we are at, what we are doing, what w
  • he sender. She is saying ‘I’m cultured’ - raw fish is an acquired taste - ‘I’m open’ - to new exper b : “i’m cultured” “i’m open” “i’m adventurous”
  • iple checkins from others at the same place. This person is an extrovert - karaoke? Really? Only tng to be a freelancer. Wednesday morning at 3am? b : “i’m an extrovert” “come join me!” “i’d like to quit my day job!”
  • was gorgeous. I post my runs and all sorts of stuff about my fitness all of the time. I tell people b : “i’m athletic” “i’m committed” “i’m conscientious” “i’m kinda awesome”
  • whelmingly daunting artificial intelligence type of thing to do, right? A sort of “Dave, what are you ? can data have we can read it (as humans), but can computers?
  • ed in psychology circles, are what the academic community has generally agreed upon as the five b v the indicators
  • then Extroversion, Agreeableness and Neuroticism. OCEAN! Or CANOE for the Canuck pyscholog b v r (BFI) • O - Openness • C - Conscientiousness • E - Extroversion • A - Agreeableness • N - Neuroticism (also rearranged as CANOE for the Canuck psychologists)
  • r HIGH OPENNESS You enjoy having novel experiences O - 93 and seeing things in new ways. HIGH CONSCIENTIOUSNESS C - 69 You are well-organized, and are reliable. E - 89 HIGH EXTROVERSION You are extremely outgoing, social, and energetic. A - 57 MID-LEVEL AGREEABLENESS You are neither extremely forgiving N - 11 nor irritable. LOW NEUROTICSIM You probably remain calm, even in tense situations.overted, mid-level agreeable (don’t mess with me, cause I seem easy going, but I am pretty toug http://www.outofservice.com/bigfive/results/?oR=0.95&cR=0.694&eR=0.844&aR=0.694&nR=0.281
  • High openness indicates an appreciation and desire for a variety of experience. p appreciation & desire for a variety of experience
  • They also eat a wider variety of ethnic foods. People who aren’t as open are the laggards. They st p • early adopters • frequent travelers • foodies/ethnic foods vs. • laggards/buy when ‘proven’ • big brand driven • chain restaurants
  • self-discipline, responsibility, and aiming for achievementhttp://www.flickr.com/photos/lostmymind/92967452/
  • hings done tools, sporting equipment, runkeeper and Suburu’s reign prominently amongst the h • sport equipment/ healthy food • organizational tools • self help books • subaru/mini vans vs. • late night check-ins • fast food & single person ready made dinners • motorbike/sportscar
  • r vr tendency to seek stimulation in the company of others
  • ally rocked Poison. Extroverts have lots of friends, go out often and tend to buy more bright colo r vr • clothing that makes you stand out • dines/drinks out frequently • lots of friends/ tweeting/check-ins vs. • lurkers • jeans and tees • homebody
  • ghly agreeable types are focused on the good of community rather than being focused on person r b focused on good of community rather than being focused on personal gain
  • r agreeableness means you want the best deal available, tend towards suburban lifestyle as you g r b • green/eco products • local made • collaborative consumption vs. • best deal available • urban/suburban • tend towards privatization
  • r tendency towards anxiety, suspicion + need for security
  • going on on the web and be more likely to take prescription drugs to aid in anxiety and ant-depr r • security purchases • privacy concerns • anti-depression medication, etc. vs. • risk takers • simple passwords
  • do skinny jeans have emotional properties or do they need to be combined with other products (like PBR) to signal something how would a p measure up? r
  • his is not scientific. Just thinking out loud about how this may work. But it needs to work because ? basic data: denim, style no., brand, price, vendor, size, etc. BFI score: O=85, C=35, E=85, A=45, N=35?? basic data cultural context: combination with other items, geography, era, taste data etc. cultural context
  • w f w br p, vBecause we DO identify with some brands on a deep emotional level
  • w f w pr p, vhttp://www.flickr.com/photos/poptartjen/4176952513
  • ...w r ’ w pp ?http://www.orkposters.com/heart.html
  • contact: rbuyosphereceo,e. tara@buyosphere.comp. 514-679-2951t. @missrogue