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The Carrot and Heuristic
..the big problem with big data
Scott D. McArthur
…reading
Magic...
...Denmark
Milgram
The power of authority…
…and the dangers of abstraction
Win, Win, Win
..big
“The Devil hath power to assume a pleasing shape.”
Detail
…we all have, on average, 1 testicle and 1 ovary!
The distinction
between correlation
and causation
From: Spurious Correlations website
From: Spurious Correlations website
From: Spurious Correlations website
From: Spurious Correlations website
"All models
are wrong;
some models
are useful".
George Box
Why does all
this happen?
Heuristics : mental shortcuts
that ease decision making
...Denmark
Perfect storm
Professor Teddy Hall
Archaeometry
“...like being a detective, looking for
clues with the hope of confirming or
uncovering ...
Consequences
“Imagine how much
harder physics would
be if electrons had
feelings!”
Big Data
+
Behaviour
Science
=
Magic
Birhan Woldu
400,00
”Imagine how much more
effective big data would
be if we remember that
people have feelings!”
UCD15 Talk - Scott D. McArthur - The Carrot and the Heuristic – the Big Problem with Technology and Big Data
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UCD15 Talk - Scott D. McArthur - The Carrot and the Heuristic – the Big Problem with Technology and Big Data

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I believe that there is a problem with technology and data that we really have to take more time to consider – the fact that both create an abstract context that can lead people to do the most ridiculous things (including killing people – yes it’s that serious). Paying attention to the psychology of the abstract, perception and cultural memes will make our ideas and technologies more effective and efficient and much more appealing to the public and our customers.

Published in: Design

UCD15 Talk - Scott D. McArthur - The Carrot and the Heuristic – the Big Problem with Technology and Big Data

  1. 1. The Carrot and Heuristic ..the big problem with big data Scott D. McArthur
  2. 2. …reading Magic...
  3. 3. ...Denmark
  4. 4. Milgram The power of authority… …and the dangers of abstraction
  5. 5. Win, Win, Win
  6. 6. ..big “The Devil hath power to assume a pleasing shape.”
  7. 7. Detail …we all have, on average, 1 testicle and 1 ovary!
  8. 8. The distinction between correlation and causation
  9. 9. From: Spurious Correlations website
  10. 10. From: Spurious Correlations website
  11. 11. From: Spurious Correlations website
  12. 12. From: Spurious Correlations website
  13. 13. "All models are wrong; some models are useful". George Box
  14. 14. Why does all this happen?
  15. 15. Heuristics : mental shortcuts that ease decision making
  16. 16. ...Denmark
  17. 17. Perfect storm
  18. 18. Professor Teddy Hall Archaeometry “...like being a detective, looking for clues with the hope of confirming or uncovering reality…”
  19. 19. Consequences
  20. 20. “Imagine how much harder physics would be if electrons had feelings!”
  21. 21. Big Data + Behaviour Science = Magic
  22. 22. Birhan Woldu 400,00
  23. 23. ”Imagine how much more effective big data would be if we remember that people have feelings!”

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