The zero moment of memory: How technology is helping – and hampering our memory by Diana Lucaci, Nick Drew #Qual360 #QRCA


Live blogging from the Qual360 conference in Toronto, Canada. Any errors or bad jokes are my own.qual360

The zero moment of memory: How technology is helping – and hampering our memory 
Diana Lucaci, Founder, True Impact
Nick Drew, Head of Research, Yahoo! Canada
  • Marketing is about memory, that they recall your brand when they see it on the shelf
  • Forgetting is one of our most fundamental fears, not just forgetting birthdays but also face, names, habits, likes – we are a product of our memories
  • Memory isn’t perfect, there are false memories of things that haven’t happened, absentmindedness of ‘why did i go into the kitchen’, and we just forget things that we used to remember quite well
  • people can forget 3/4 of pictures shown to them over 20 minutes
  • 77% say having a to do list makes them feel less stressed
  • we use calendars to remember dates and times
  • we are moving from a time where most of the details in our lives were forgotten to a time where most of them will be captured “Smarter than you think” book
  • Dropbox means you always have all of your data with you all the time, so why bother remembering it
  • Is recording every detail of our lives the same as remembering every detail of our lives
  • How many phone numbers do you remember, do you remember all your meetings, what if you lost your phone?
  • did a deprivation exercise – people left their smartphones at home for a day, we have an addictive relationship with our smartphones, feel released and relaxed when you have your phone back
  • 80% of people say they regularly use their phone in the bathroom [um, no thanks, i’ll borrow someone else’s phone]
  • heavier smartphone users forget more, on the test they forgot twice as much as the non-users
  • Used EEG to measure electrical activity on the surface of the brain – do people like what they’re looking at, are they concentrating [i always think 50 years from now, people will laugh hysterically at our ‘innovative’ research methods  :) ]
  • People told to try and remember as many things as possible from a video and others told to take photos of a video
  • Emotional engagement increased a lot when they used a gadget like a phone to record it, but people who were simply watching were able to concentrate more
  • if something doesn’t enter your attention it cannot enter your memory
  • Taking photos means your memories are not as easy to retrieve and they’re not as vivid
  • we decided whether to remember things ourselves or delegate that memory to a phone calendar
  • How many phone numbers did you remember 10 years ago versus now? we are more efficient with retaining phone numbers now and we don’t even try to remember them
  • Process of recording memories is now less engaging – we can record through photos but it doesn’t capture the sound, the vibe, the scent and those have an impact
  • future of memory is in wearables like google glass, the cloud, devices will become more proactive, more apps and data organization, more photo tagging and autorecalling

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