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FUTURE MOBILE RESEARCH
MINING REALITY THROUGH THE MOBILE PHONE




FRANCESCO D’ORAZIO, CHIEF INNOVATION OFFICER, FACE, @ABC3D #ESOMAR
SOCIAL MEDIA MADE
    ONLINE SOCIAL
BEHAVIOUR MEASURABLE
“SOCIAL VISUALIZATION” – Assignment 3: Visualizing Conversations, by Francis Lam, October 2004, MIT Media Lab
NOW MACHINE SENSING IS
 DOING THE SAME WITH
       REALITY
Future Mobile Research
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
Future Mobile Research
NOW WITH SMARTPHONES
  MACHINE SENSING IS
  GETTING PERSONAL
Future Mobile Research
Future Mobile Research
1,038 billion                USA

                              UK
                                                44

                                                     51


+79 million/year             UAE

                           Spain                44
                                                          61



1 in 7 people        Saudi Arabia                         60



global penetration
                     Netherlands                43

                          Mexico     20

                           Japan     20




                                                               %
                        Germany           29

                          France               38

                           China           33

                         Canada            33

                           Brazil   14

                        Australia                    52
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%
h"p://www.zokem.com/2011/06/no-­‐prime-­‐;me-­‐for-­‐smartphone/	
  
THIS MAKES
SMARTPHONES THE MOST
 ACCURATE PROXY FOR A
  PERSON’S BEHAVIOUR
THE SOCIAL SCIENCES
HAVE BEEN SLOWER IN
    ADOPTING A
  COMPUTATIONAL
     APPROACH
BUT COMPUTATIONAL
   SOCIAL SCIENCE IS
OCCURRING ELSEWHERE…
h"p://www.fabernovel.tv/UNHh/urban-­‐mobs-­‐paris-­‐sms/	
  
Future Mobile Research
MEANWHILE IN MRX LAND...
Future Mobile Research
Future Mobile Research
Future Mobile Research
AUGMENTED RESEARCH
IS TRYING TO CLOSE THIS GAP BY COMBINING
Q 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 H
COMPUTATIONAL DATA PROCESSING OF BEHAVIOURAL
D ATA F R O M T H E W E B A N D T H E M O B I L E
REALITY MINING
COLLECTION OF MOBILE-SENSED
ENVIRONMENTAL DATA PERTAINING
TO HUMAN SOCIAL BEHAVIOUR
Future Mobile Research
Future Mobile Research
Future Mobile Research
WHAT’S THE ADDED VALUE
  TO MRX PROJECTS?
WE SET UP A LITTLE EXPERIMENT TO FIND OUT JUST THAT
active capture
LOGGING	
  OF	
  ACTIVITIES	
  



prompted response
SELF-­‐REFLECTION,	
  RICH	
  CAPTURE	
  



mobile sensing
BEHAVIOURAL	
  DATA	
  
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	
  
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.	
  
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.	
  	
  
EXP #1
THE DATA
Images


EXP #1
           Location
           Call Log

THE DATA   SMS Log
           Bluetooth
                              THE	
  PICTURES	
  
           Accelerometer
                              AS	
  TEMPORAL	
  
           Gyroscope           AND	
  SPATIAL	
  
           Orientation         MARKERS	
  OF	
  
                              THE	
  JOURNEY	
  
           Activity
           Running Apps
           Battery
           Screen
           Browser Searches
REALLY	
  SIGNIFICANT	
  LOCATIONS	
  
HESITATION	
  AT	
  ENTRANCES	
  
CUE	
  EFFECTIVENESS	
  
RE-­‐NEGOTIATION	
  
MANAGING	
  UNCERTAINTY	
  
RICH DATA
  PHYSICAL CONTEXT
   SOCIAL CONTEXT
 BEHAVIOURAL PROFILE
QUANTITAVIVE VALIDATION
BEHAVIOURS NOT CLAIMS
FRICTIONLESS DATA
BUT THE DATA ANALYSIS IS
  STILL TOO COMPLEX
THE OPPORTUNITY
THANKS




FRANCESCO D’ORAZIO, CHIEF INNOVATION OFFICER, FACE, @ABC3D #ESOMAR

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