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WHY RECALL MUST DIE




By Andrew Jeavons, President, Survey Analytics
CAPTURING THE
POINT OF EMOTION
Why Recall Must Die - Capturing the Point of Emotion
PDP 11/10




 16,000
 bytes
iPhone 4S




16,000,000,000 bytes
Mobile phones
  and Social
  Evolution:
Teenage Dating

 “Talking” is
   the new
  courting.

 Technology
  changes
  behavior.
Why Recall Must Die - Capturing the Point of Emotion
ShopSavvy.com
 9.3mm users
Consumer Memory
Why Recall Must Die - Capturing the Point of Emotion
Why Recall Must Die - Capturing the Point of Emotion
Post Traumatic Stress Disorder
“Super memories” – can‟t forget them.
         The Engram Model
 Memory as static, recall as reading.
“Our memories are
formed by the act of
  recalling them..”

  - Jonah Lehrer
    Wired, 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
Memory
  and
 Market
Research
• 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 Collection
                    Huge amount of data about phone
                    usage available:

                    Battery status
                    Installed apps
                    Data volume down/up loaded
                    Available storage
                    Browser usage
                    Accelerometer
                    Location
                    Sound levels
                    and 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 Pressure
Environmental measurements
Web activity




           iGeiger
                                   iCelcius
Harnessing the power of
smartphones is the key to
understanding consumers
  over the next 10 years.

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Why Recall Must Die - Capturing the Point of Emotion

  • 1. WHY RECALL MUST DIE By Andrew Jeavons, President, Survey Analytics
  • 6. Mobile phones and Social Evolution: Teenage Dating “Talking” is the new courting. Technology changes behavior.
  • 12. Post Traumatic Stress Disorder “Super memories” – can‟t forget them. The Engram Model Memory as static, recall as reading.
  • 13. “Our memories are formed by the act of recalling them..” - Jonah Lehrer Wired, 2012
  • 14. Ecstasy, PKMzeta, Zeta Interacting Protein
  • 15. 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
  • 16. Eyewitness Testimony: “…the mere fault of being human results in distorted memory and inaccurate testimony” - Fisher and Tversky (1999)
  • 17. The Point of Emotion
  • 18. Memory and Market Research
  • 19. • 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.
  • 20. 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.
  • 21. Questions per survey Options per question 140 characters question text
  • 22. Smartphones: Passive Data Collection Huge amount of data about phone usage available: Battery status Installed apps Data volume down/up loaded Available storage Browser usage Accelerometer Location Sound levels and more…. Different type of “demographics” i.e. movement
  • 23. Diaries: Text, Video, Image, Voice Date, Time, location triggered
  • 24. Potential to collect other forms of data: Blood Pressure Environmental measurements Web activity iGeiger iCelcius
  • 25. Harnessing the power of smartphones is the key to understanding consumers over the next 10 years.