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#stillhuman : how ethnography makes sense of data @sxsw2017

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Watch the conference @SXSW'17 : http://www.unknowns.fr/en/sxsw-2017

The age of big data heralded a new understanding of the world in which analyzing the past allows one to predict future behavior. But are humans really soulless piles of numbers ? Data excel at revealing correlation among behaviors, but what about causation? After all, there is a difference between knowing something – what – and understanding it – why. This is where the social sciences – particularly ethnography – become critical, providing us a deep and insightful vision of the why behind the numbers.

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#stillhuman : how ethnography makes sense of data @sxsw2017

  1. 1. Henri Jeantet Mike Griffin and Tiffany Romain unknowns.fr Ricoh Innovations Corporation #STILLHUMAN James Cridland via Flickr
  2. 2. Yo!Baba/LAFSforNounProject
  3. 3. Collected automatically through instrumentation. Data generated by people’s actions. Not: bytes, infrastructure, hardware software, platforms, velocity. torbakhopper via Flickr
  4. 4. Logatfer via Flickr
  5. 5. Henri: argument?
  6. 6. Banksy 2006 YOU CAN’T INVENT AIRBNB FROM HILTON’S DATA
  7. 7. Share screens and draw together, on any device
  8. 8. WHY DON’T PEOPLE USE THEIR SAVINGS TO COVER THEIR OVERDRAFTS ? Data show no correlation between household available equity and overdraft usage.
  9. 9. DIFFERENT KINDS OF MONEY : HOW EARNINGS ARE TRACKED SALARY & PENSION GAMBLE WINNINGS EXTRA S LOAN & DONATION SALE S REN T REPAYMEN T INHERITANC E ENTITLEMENT S ALLOWANCE MONEY’S ORIGIN Bibliothèque nationale de France
  10. 10. DIFFERENT KIND OF MONEY : HOW MONEY IS MANAGED SAFETY CUSHION LIFE EXPENSES INSURANCE S PROJECTS DEFAULT DEPRIVATION INVESTMENT S SAVINGS FEEL GOOD EXPENSE GAMBLING MONEY MANAGEMENT Bibliothèque nationale de France
  11. 11. MONEY’S ORIGIN DETERMINES ITS ALLOCATION SAFETY CUSHION LIFE EXPENSES INSURANCES PROJECTS DEFAULT DEPRIVATION INVESTMENTS SAVINGS FEEL GOOD SPENDING GAMBLING MONEY MANAGEMENT SALARY & PENSION GAMBLE WINNINGS EXTRA S LOAN & DONATION SALE S REN T REPAYMEN T INHERITANCE ENTITLEMENTS ALLOWANCE MONEY’S ORIGIN Bibliothèque nationale de France
  12. 12. ENTITLEMENTS = OBLIGATIONS LIFE EXPENSES SAFETY CUSHION INSURANCES Bibliothèque nationale de France
  13. 13. GAMBLING = EDGES MONEY GAMBLING FEEL GOOD SPENDING PROJECT Bibliothèque nationale de France
  14. 14. DONATIONS = MORAL DEBT SAFETY CUSHION PROJECT INVESTMENT SAVINGS
  15. 15. SALARY & PENSION = FREEDOM SAFETY CUSHION INSURANCESLIFE EXPENSES GAMBLING FEEL GOOD SPENDING PROJECT INVESTMENT SAVINGS Bibliothèque nationale de France
  16. 16. A NEW MODEL, READY FOR DATA MINING. SAFETY CUSHION LIFE EXPENSES INSURANCES PROJECTS DEFAULT DEPRIVATIO N INVESTMENT S SAVINGS FEEL GOOD SPENDING GAMBLING SALARY & PENSION GAMBLING WINNINGS EXTRAS DONATION & LOANS SALES RENT REPAYMENT INHERITANCE ENTITLE- MENTS ALLOWANCE LIFE SITUATION × SKILLS × TRIAL & ORDEAL RISK PERCEPTION + TIME PERCEPTION MONEY’S ORIGIN MONEY MANAGEMENT FAMILIAL BACK-UP REGULAR INCOME SELF-ENFORCED RULESMULTIPLES INFLUENCES MONEY SOCIAL NORMS STANDING GROUND
  17. 17. WHY IS IT SO HARD TO BUY GROCERIES ONLINE ? Andreas Gursky
  18. 18. YOU’LL NEVER SHOP ALONE... YOU SCHOOL MEDIAS BRANDS RETAILERS PARENTS AUTHORITIES PARTNER SOCIAL CIRCLE CHILDRENS Andreas Gursky
  19. 19. A JOB AT THE CROSSROAD OF CONFLICTING REQUIREMENTS HOUSEHOLD NEEDS CONTINUITY INJUNCTION NUTRITION INVOLVEMENT OBJECTIVE CONSTRAINTS SKILLSTIME OBJECTIVE SPECS SUSTAINABILIT Y BUDGETQUALITY PLEASURE Be ready to justify every purchase X1000 Andreas Gursky
  20. 20. A FULL TIME JOB, ALWAYS ON YOUR MIND CLEANING COOKING MAKE A LIST PUT AWAY SHOPPING EATING WATCHING TV Andreas Gursky
  21. 21. ROUTINE, TRAINING AND SHORTCUTS FASTENING CONVERSION MEANS HELPING PEOPLE SETTLE AND JUSTIFY. Which will simplify the household groceries manager life. How “groceries manager” are surviving through the process Andreas Gursky
  22. 22. A NEW PERSPECTIVE FOR NEW MEASUREMENTS. From the eCom funnel to hardship reduction NOTHING TO SEE HERE Andreas Gursky
  23. 23. What happened? Why? What else? New hypotheses. grbenching via Flickr
  24. 24. Henri Jeantet Mike Griffin and Tiffany Romain unknowns.fr Ricoh Innovations Corporation #STILLHUMAN James Cridland via Flickr

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