Mining Reality through your mobile phone.

1. FUTURE MOBILE RESEARCH
MINING REALITY THROUGH THE MOBILE PHONE
FRANCESCO D’ORAZIO, CHIEF INNOVATION OFFICER, FACE, @ABC3D #ESOMAR

2. SOCIAL MEDIA MADE
ONLINE SOCIAL
BEHAVIOUR MEASURABLE

3. “SOCIAL VISUALIZATION” – Assignment 3: Visualizing Conversations, by Francis Lam, October 2004, MIT Media Lab

4. NOW MACHINE SENSING IS
DOING THE SAME WITH
REALITY

6. IBM THINK h"p://www.ibm.com/ibm/think/thinkapp.html

7. IBM THINK h"p://www.ibm.com/ibm/think/thinkapp.html

8. IBM THINK h"p://www.ibm.com/ibm/think/thinkapp.html

9. MACHINE SENSING DATA
IS CHANGING MANY
DISCIPLINES

11. NOW WITH SMARTPHONES
MACHINE SENSING IS
GETTING PERSONAL

14. 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

15. 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%

16. h"p://www.zokem.com/2011/06/no-­‐prime-­‐;me-­‐for-­‐smartphone/

17. THIS MAKES
SMARTPHONES THE MOST
ACCURATE PROXY FOR A
PERSON’S BEHAVIOUR

18. THE SOCIAL SCIENCES
HAVE BEEN SLOWER IN
ADOPTING A
COMPUTATIONAL
APPROACH

19. BUT COMPUTATIONAL
SOCIAL SCIENCE IS
OCCURRING ELSEWHERE…

20. h"p://www.fabernovel.tv/UNHh/urban-­‐mobs-­‐paris-­‐sms/

22. MEANWHILE IN MRX LAND...

26. 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

27. REALITY MINING
COLLECTION OF MOBILE-SENSED
ENVIRONMENTAL DATA PERTAINING
TO HUMAN SOCIAL BEHAVIOUR

31. WHAT’S THE ADDED VALUE
TO MRX PROJECTS?
WE SET UP A LITTLE EXPERIMENT TO FIND OUT JUST THAT

32. active capture
LOGGING
OF
ACTIVITIES
prompted response
SELF-­‐REFLECTION,
RICH
CAPTURE
mobile sensing
BEHAVIOURAL
DATA

33. 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

34. 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.

35. 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.

36. EXP #1
THE DATA

37. 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

38. REALLY
SIGNIFICANT
LOCATIONS
HESITATION
AT
ENTRANCES
CUE
EFFECTIVENESS
RE-­‐NEGOTIATION
MANAGING
UNCERTAINTY

39. RICH DATA
PHYSICAL CONTEXT
SOCIAL CONTEXT
BEHAVIOURAL PROFILE
QUANTITAVIVE VALIDATION

40. BEHAVIOURS NOT CLAIMS

41. FRICTIONLESS DATA

42. BUT THE DATA ANALYSIS IS
STILL TOO COMPLEX

43. THE OPPORTUNITY

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