why recall must die - capturing the point of emotion
TRANSCRIPT
WHY RECALL MUST DIE
By Andrew Jeavons, President, Survey Analytics
CAPTURING THEPOINT OF EMOTION
PDP 11/10
16,000bytes
iPhone 4S
16,000,000,000 bytes
Mobile phones and Social Evolution:
Teenage Dating
“Talking” is the new
courting.
Technology changes behavior.
ShopSavvy.com9.3mm users
Consumer Memory
Post Traumatic Stress Disorder“Super memories” – can’t forget them.
The Engram ModelMemory as static, recall as reading.
“Our memories are formed by the act of
recalling them..”
- Jonah LehrerWired, 2012
Ecstasy, PKMzeta, Zeta Interacting Protein
Why we have to forget: the story of ‘S’
We need to forget more than we need to
remember
‘S’ obviously had too much PKMZeta
Eyewitness Testimony:
“…the mere fault of being human results in distorted memory and inaccurate testimony”
- Fisher and Tversky (1999)
The Point of Emotion
Memoryand
MarketResearch
• The process of recall alters what we recall.– The survey process could be
altering the data.– Long surveys have a bigger
potential to do this.
• We have to forget a lot of things.– There is no real guarantee we
remember the experience sought.
– We may make up the memories we don’t have.
Immediacy – they can be available close to the “Point of Emotion”. Geolocation capabilities enable us to track consumers. Currently survey questions are far removed from the events they ask about.Quick responses – survey results available instantly.Quick rewards – available after the survey is taken. Encourages participation.
Questions per survey
Options per question
140 characters question text
Smartphones: Passive Data CollectionHuge amount of data about phone usage available:
Battery statusInstalled appsData volume down/up loadedAvailable storageBrowser usageAccelerometerLocationSound levelsand more….
Different type of “demographics” i.e. movement
Diaries:
Text, Video, Image, Voice
Date, Time, location triggered
Potential to collect other forms of data:
Blood PressureEnvironmental measurementsWeb activity
iGeigeriCelcius
Harnessing the power of smartphones is the key to understanding consumers
over the next 10 years.