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.

1. Henri Jeantet Mike Griffin and Tiffany Romain
unknowns.fr Ricoh Innovations Corporation
#STILLHUMAN
James Cridland via Flickr

2. Yo!Baba/LAFSforNounProject

4. Collected
automatically
through
instrumentation.
Data generated
by people’s
actions.
Not:
bytes,
infrastructure,
hardware
software,
platforms,
velocity.
torbakhopper via Flickr

5. Logatfer via Flickr

7. Henri: argument?

8. Banksy 2006
YOU CAN’T INVENT AIRBNB FROM HILTON’S
DATA

11. Share screens
and draw
together, on any
device

15. WHY DON’T PEOPLE USE THEIR SAVINGS TO COVER THEIR
OVERDRAFTS ?
Data show no correlation between household available equity and overdraft usage.

16. 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

17. 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

18. 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

19. ENTITLEMENTS = OBLIGATIONS
LIFE
EXPENSES
SAFETY
CUSHION
INSURANCES
Bibliothèque nationale de France

20. GAMBLING = EDGES MONEY
GAMBLING FEEL GOOD
SPENDING
PROJECT
Bibliothèque nationale de France

21. DONATIONS = MORAL DEBT
SAFETY
CUSHION
PROJECT INVESTMENT SAVINGS

22. SALARY & PENSION = FREEDOM
SAFETY
CUSHION
INSURANCESLIFE
EXPENSES
GAMBLING FEEL GOOD
SPENDING
PROJECT INVESTMENT SAVINGS
Bibliothèque nationale de France

23. 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

31. WHY IS IT SO HARD TO BUY GROCERIES
ONLINE ?
Andreas Gursky

32. YOU’LL NEVER SHOP ALONE...
YOU
SCHOOL
MEDIAS
BRANDS
RETAILERS
PARENTS
AUTHORITIES
PARTNER
SOCIAL
CIRCLE
CHILDRENS
Andreas Gursky

33. 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

34. A FULL TIME JOB, ALWAYS ON YOUR MIND
CLEANING
COOKING
MAKE A LIST
PUT
AWAY
SHOPPING
EATING
WATCHING TV
Andreas Gursky

35. 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

36. A NEW PERSPECTIVE FOR NEW MEASUREMENTS.
From the eCom funnel to hardship reduction
NOTHING TO SEE HERE
Andreas Gursky

37. What
happened?
Why?
What
else?
New
hypotheses.
grbenching via Flickr

38. Henri Jeantet Mike Griffin and Tiffany Romain
unknowns.fr Ricoh Innovations Corporation
#STILLHUMAN
James Cridland via Flickr