why recall must die - capturing the point of emotion

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.