Emerging Technologies – Are They Still Emerging? Lenny Murphy, GreenBook Blog and GRIT Report #NetGain2015 #MRX
Live blogging from the Net Gain 2015 conference in Toronto, Canada. Any errors or bad jokes are my own.
Emerging Technologies – Are They Still Emerging?
Lenny Murphy, Editor-in-Chief of GreenBook Blog and GRIT Report
- Attitudinal, behavioural, and intrinsic data
- Foundational research is no longer taking months but hours
- Moving from questioning to discussing, from asking to observing, from data to insight, from understanding to predicting, from the big survey to data streams, from rational to behavioural, from quarterly to real time, from siloed to converged
- the traditional survey as the primary driver of information will decline
- Data science is not a hoity toity term for a statistician. It’s information technology and algorithms and languages and hadoop and R. It’s statistics on steroids.
- The future looks very different.
- Over the next five years, we are in the realm of DIY, non-conscious measurement is emerging such as facial scanning and automated emotion measuring, automation and AI in terms of very very smart devices, internet of things where all of your things will collect and share data from your shoes to your car, virtual and augmented reality will change our media habits
- DIY – there are many free DIY tools
- The ‘make it’ revolution – consumers can ‘print’ their own things, print some shoes, do an ideation session using a printer. cost of these devices can be as low as $100.
- Emotional measurement – facial scanning, shopping behaviour videos, eye tracking
- AI – tons of money going here, google has spent millions on quantum computers, these will just be part of everything we do
- Internet of Things – Internet as we know it might disappear. Daily lives are just always all connected. e.g., Microsoft’s hololense.
- Do a virtual shopping experience without a computer. But you still feel like you are in the store.
- Imagine a connect fridge [will it shop for me once it notices I’m out of BREAD AND MILK!!]
- Google Glass succeeded in every aspect they hoped. The real product will come out in the next couple of years.
- Gamification has never taken hold but many companies are working in this area. Game to map out neurons.
- Which companies will be our competitors for clients and budget? Google, IBM, Apple, facebook, AOL, Verizon, Comcast, Disney, at&t, GE, groupm, WPP, amazon
I did it. Yes. I broke down and spent my Christmas money. Let’s put aside the fact that I still get Christmas money from the moms and move on to what I spent it on.
In just six to eight weeks, this pretty little plum coloured Fitbit will arrive at my door. (The “make it pink so girls will buy it” marketing scheme works on me but plum is just as good.)
Supposedly, it will monitor my heart rate all the time including when I am awake and asleep. It would have been cool to have it a few weeks ago when my four wisdom teeth were ripped out of my face but I’m sure some other quite unpleasant event will greet me soon enough.
I’m quite looking forward to learning:
– how consistent my sleep is, and how many times I wake up at night
– whether my heart rate speeds up or slows down when I get ready for work or leave work, or when I go toy awesomely fun ukulele class
– how incredibly nuts my heart rate is when I speak at conferences, show up at cocktail hour, plow through a crowded exhibit hall. Though I may seem calm and relaxed, it really takes a ton of mind games to turn quiet me into loud me.
And at the same time, I’ll be wondering… If someone gets their hands on my data, what will they do with it? What products will they develop as they learn about me? What heart rate medications will they need to sell to me? What fitness products will they need to sell to me? Will I need to buy the shirt version to measure electrical outputs? The sock version to measure sweat outputs? The earbud version to measure brainwaves? What will marketers and brand managers learn about me and my lifestyle?
Now that I think about it, this is MY form of gamification. I can’t wait to see charts, watch trends, and compare Norms. And now that I’m learning Python and rstats, I would love to get my hands on the dataset of millions of people and millions more records. With permission of course.