@MKTRVLTN MARKETREVOLUTION.IT 15/04/2014 QUANTIFIED SELF INSPIRING ROUTE
Inspiring Route - Quantified Self
Jan 16, 2015
Quantified Self is a movement of people that track individual daily activities metrics through technology with the goal of self improvement. Quantified selfers believe that the meaning of life is improving his own talent, no matter which it is. From a business point of view Quantified Self allows companies to reach consumers while they change their shopping habits and to deal with them in a new and different way.
This report - part of the "Inspiring Route" project - analyses and understands the main themes related to Quantified Self through stories, examples, numbers, case studies.
This report - part of the "Inspiring Route" project - analyses and understands the main themes related to Quantified Self through stories, examples, numbers, case studies.
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@MKTRVLTN
MARKETREVOLUTION.IT
15/04/2014
QUANTIFIED SELFINSPIRING ROUTE
Thanks for coming
WELCOME
GAMIFICATION - INSPIRING ROUTE 2
MARKET REVOLUTION
@MKTRVLTN#INSPIRINGROUTE
QUANTIFIED SELF - INSPIRING ROUTE
Know thyself - 1.000 years ago
Geshe Ben Gungyal
4
Source: Andrew Zolli, 2012
Over the years his mind improved until he reached the point when
entire days went by without any black pebbles.
In Tibet, a Dharma practitioner called Geshe Ben Gungyal, neither recited prayers nor meditated.
His sole practice was to observe his mind and counter delusions as soon as they arose.
He collected black pebbles for negative thoughts and a white pebbles for positive ones.
QUANTIFIED SELF - INSPIRING ROUTE
Know thyself - today
Max Knoblauch
5
Source: Mashable, 2014.
QUANTIFIED SELF - INSPIRING ROUTE
Where does this story start?
6
QUANTIFIED SELF - INSPIRING ROUTE
Ari Meisel curing Crohn’s disease
How do you feel?
7
After years of intense pain and sixteen pills a day, he started tracking everything.
He correlated his metrics with how much pain he was in and his mood.
Ari learned to control the pain from Crohn’s.
He’s now a speaker at TED and different seminars.
Source: quantified Self, 2011; Lessdoing.org
His goal is now helping individuals to be more effective and advising several companies.
QUANTIFIED SELF - INSPIRING ROUTE 8
Quantified self is a movement of people that track individual daily activities metrics through technology,
with the goal of self improvement.
QUANTIFIED SELF - INSPIRING ROUTE 9
Source: Wired, 2013
Tracking
Awareness
Behavior change
^
^
QUANTIFIED SELF - INSPIRING ROUTE
Source: Wikpedia,2013
Some history about the movement
10
Gary Wolf and Kevin Kelly suggested for the first time the term “Quantified Self” in an article on Wired Magazine
Wolf spoke about the movement at TED
The first international conference was held in Mountain View
More than 160 groups met up sharing their stories about QS
2007
2010
2011
Today
QUANTIFIED SELF - INSPIRING ROUTE
why now it matters
Quantified Self wasn’t born yesterday
11
Some tools let you track completely passively
Easy to use
Technology will make you forget excel monitoring
Precise
Even small changes make big differences
Goals oriented
QUANTIFIED SELF - INSPIRING ROUTE
Source: Market Revolution, 2014
Testo slide
Drivers
12
Technologicalmobile technology
wearable technologyhuman biometric sensors
data storage
Financialcrowdfunding
Socialsocial networks
community
QUANTIFIED SELF - INSPIRING ROUTE
We are not talking about datas alone
What is quantified self about?
13
Source: Experimentable, 2013
datas
community
mindset
technique
QUANTIFIED SELF - INSPIRING ROUTE
Why tracking myself?
14
Inner being
Outward appearance
Well-being Self-fulfillment
ExhibitionismCompetition
Source: Market Revolution, 2014; The Health Care Blog, 2011
QUANTIFIED SELF - INSPIRING ROUTE
Testo slide
“You can’t improve what you can’t measure”
15
Source: Mattscape, 2010
The Quantified Selfer believes that the meaning of life
is improving his own talent, no matter which it is.
QUANTIFIED SELF - INSPIRING ROUTE
Businesses use datas to form their decisions, this is the same for us,but for our life!
One concept behind: feedback loop
16
GOALCOMPARING MY STATES
Source: Neema Moraveji, 2011
ACTIONMONITORING
QUANTIFIED SELF - INSPIRING ROUTE
Ask Mint!
A dramatic change in patterns
17
vs
A model based on quantitative
A model based on qualitative
Source: Ted, 2010
QUANTIFIED SELF - INSPIRING ROUTE
Ask Fitbit!
A dramatic change in patterns
18
vs
A model based on do-it-yourself
A model based on expertise
Source: Ted, 2010
QUANTIFIED SELF - INSPIRING ROUTE
Ask Lift!
A dramatic change in patterns
19
A model based on empowerment
A model based on awareness
vs
Source: Ted, 2010
QUANTIFIED SELF - INSPIRING ROUTE
Source: Feltron, 2012.
20
QUANTIFIED SELF - INSPIRING ROUTE
From fabric to byteThe story of a revolution
21
QUANTIFIED SELF - INSPIRING ROUTE
Source: Nike Inc, 2014
22
“f you have a body you are an athlete” Bill Bowerman
QUANTIFIED SELF - INSPIRING ROUTE
Source: Nike Inc, 2014
Nike was born from the spirit of two sportsmen: Phil Knight, a middle-distance runner, & Bill Bowerman, a respected track and field coach at the University of Oregon
Nike 1950-1969
23
They opened the shop “Blue Ribbon Sports” - pledgeding $500 each - and they placed their first order of 300 pairs of shoes in January 1964
QUANTIFIED SELF - INSPIRING ROUTE
Source: Nike Inc, 2014
Nike 1970-1989
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Nike Moon shoe - the first ever shoe design with Bill Bowerman's
waffle maker tread
“
In 1980’s appeared the first ‘technology’ - Nike Air Technology
QUANTIFIED SELF - INSPIRING ROUTE
Source:
Testo slide
Sottotitolo slide
Titolo slide
25
“
The era of “Just do it”
Nike became Sport with the capital letter
Michael Jordan
Marco Bellinelli
Roger Federer Brasil soccer team
Mia Haam
Tiger Woods
Nike 1990-2005
Source: Nike Inc, 2014
QUANTIFIED SELF - INSPIRING ROUTE
Source: Wikipedia, 2014
Testo slide
In 2006 Nike collaborated with Apple to create its first quantified self product: Nike+iPod
2006: the birth of Nike+
26
“Nike+iPod is an activity tracker device and it consists of a small transmitter device attached to or embedded in a shoe, which communicates with iPod
QUANTIFIED SELF - INSPIRING ROUTE
The same mission, new ways to achieve it
27
Not only “analogic" productsBut also digital products and
services
QUANTIFIED SELF - INSPIRING ROUTE
Source: Wharton, 2013 , Nike Inc, 2014, Digitaladblog, 2013
In 2012 Nike released Nike+ Fuel Band, an activity tracker & fitness monitor
Does it work?
28
In 2013 Nike’s profits leaped +18%, largely because of FuelBand
“Life’s a sport, make it count”
QUANTIFIED SELF - INSPIRING ROUTE
The size of Quantified Self
29
QUANTIFIED SELF - INSPIRING ROUTE
Let’s quantify
Activity tracking devices
30
16
Source: Mobilhealthnews, 2013;
Million devicesshipped in 2013
QUANTIFIED SELF - INSPIRING ROUTE
Let’s quantify
Runtastic users
31
Source:: Mashable, 2013
25 million people in 2013
QUANTIFIED SELF - INSPIRING ROUTE
Let’s quantify
Nike+ users
32
Source:: Mashable, 2013
18 million peoplein 2013
QUANTIFIED SELF - INSPIRING ROUTE
Testo slide
Quantifies Selfers meet-ups
33
Source: Quantified Self meet-up, 2014
161 groups
29.837 users
118 cities
38 Countries
QUANTIFIED SELF - INSPIRING ROUTE
Source: Internal data of Optimizeme based on ABI Research, 2013
What do I monitor more?
34
Physical (e.g. Blood Pressure, Weight, Sleep)
Emotional & Mental (e.g. Mood tracking, Happiness, Psychometrics)
Activity & Consumption (e.g. Exercise, Time, Diet, Travel, Email)
Money / Personal Finance (e.g. Income, Spending)
21%
50%
83%
46%
84%
Social (e.g. Meetings, Facebook Use)
QUANTIFIED SELF - INSPIRING ROUTE
Testo slide
Startups
Investment in QS
35
164 Angel investors
1000 registered startups
in 2012
318 million$ raised Source:: Cbinsights, 2013;Angel.co, 2013
QUANTIFIED SELF - INSPIRING ROUTE
Source: Quantified Self, 2013
Companies for any business
36
Learning
20Money
33Sleep
34Electricity
36
Food&Drink
54Productivity
55Mood
59
Health185
Location
57Goals
87Fitness
124
QUANTIFIED SELF - INSPIRING ROUTE
“From a business point of view”models, strategy, consequences
37
QUANTIFIED SELF - INSPIRING ROUTE
TITOLO
What did you have for breakfast today?38
QUANTIFIED SELF - INSPIRING ROUTE
Source: Charles Duhigg, 2014.
cue > routine > reward
The habit loop
39
QUANTIFIED SELF - INSPIRING ROUTE
Source: The New York Times, Feb 2012.
Anti-Coupons shield: enabled
One you go habit you never go back
40
Once consumers’ shopping habits are ingrained, it’s incredibly
difficult to change them.
[It’s] hard for marketers, despite
their displays and coupons and
product promotions, to persuade shoppers.
QUANTIFIED SELF - INSPIRING ROUTE
Time(ing) is Money
Hack the habit
41
Source: The New York Times, Feb 2012.
When some customers were
going through a major life event […] their shopping habits became flexible.
At those unique moments
[…] customers are
“vulnerable” to intervention
by marketers.
QUANTIFIED SELF - INSPIRING ROUTE
Source: knowledge.wharton.upenn.edu
42
Quantified Self is a great opportunity for
companies because it allows them to reach consumers during these moments and to
deal with them in a new and different way.
QUANTIFIED SELF - INSPIRING ROUTE
Source: thinkwithgoogle.coml, www.riccardoperini.com
2005 - Procter & Gamble theorized the First Moment of Truth (Fmot), that lapse of time (3-7 seconds) in which the consumer is located in front of the shelf and decide what product to buy among the various brands available.
The Shelf
The traditional 3-step mental model
43
QUANTIFIED SELF - INSPIRING ROUTE
Source: thinkwithgoogle.coml, www.riccardoperini.com
2011 - Jim Lecinski Google has introduced a new concept, that of the “Zero Moment of Truth”: the time at which the consumer, once received the "stimulus" goes online to
search for information and decide whether or not to buy product.
The search (after the stimulus)
The Zero Moment of Truth
44
QUANTIFIED SELF - INSPIRING ROUTE
Source: Market Revolution, 2014.
We introduce a new concept called “The -1 Moment of Truth”: the habit to buy has not yet been settled but the behavior change frame is open.
Even before you know what you need
The -1 Moment of Truth
45
-1 moment of truth (Behavior
change)
First moment of truth (Shelf)
Second moment of
truth (Experience)
Zero moment of truth
(Decision-making)
Stimulus
QUANTIFIED SELF - INSPIRING ROUTE
Source: marketrevolution.it
3 scenarios for businesses
Take the opportunity
46
Customization PredictionEnabling
Following through and support customer behavior
change
Identify customers forthcoming needs
Make something unique for each one of my customers
MARKET REVOLUTIONQUANTIFIED SELF - INSPIRING ROUTE
Customization
QUANTIFIED SELF - INSPIRING ROUTE
Source: progressive.com,jacksonvillepersonalinjurylawyerblog.com, www.pcmag.com
NeedCreate a car insurance, tailored for every single customer
Market problemAll the competitors offer the same products
IdeaHow can we create customized insurances?
Let customers track themselves
Progressive “Snapshot program”
48
QUANTIFIED SELF - INSPIRING ROUTE
Source: progressive.com,jacksonvillepersonalinjurylawyerblog.com, www.pcmag.com,www.examiner.com
Solution
Progressive gives clients a device called Snapshot in order to track their driving habits. The box makes possible to reduce — or, possibly, raise — insurance
premiums for drivers based on their day-to-day driving habits.
Give customers a device for self-tracking
Progressive “Snapshot program”
49
More than 1.6 million drivers have
participated in Snapshot program,
saving an average of $150 per year.
QUANTIFIED SELF - INSPIRING ROUTE
Source: progressive.com expertinsurancereviews.com
Progressive snapshot programme bases car insurance rates on how safely you drive rather than your credit score
Tailor product/services to every customer
Progressive “Snapshot program”
50
IT WORKS ONLY IFIt creates a real benefit for customer
MARKET REVOLUTIONQUANTIFIED SELF - INSPIRING ROUTE
Enabling
QUANTIFIED SELF - INSPIRING ROUTE
Source: www.eshishdirect.com www.quitmasters.co.uk
NeedHelp people quit smoking
Market problemCompetitors strive to sell more products, working on advertisement
IdeaHow can Niquitin help customers quit smoking?
Let smokers track and share their behavior
GlaxoSmithKline “Niquitin Quitmasters”
52
QUANTIFIED SELF - INSPIRING ROUTE
Source: www.eshishdirect.com www.quitmasters.co.uk www.niquitin.co.uk
Solution
Create a platform that provides a digital Behavioral Support Program to help quitting smoking. You can track your smoking behavior, share your data with the
community, and find tools and advice to help you succeed.
Let smokers find help in a community of people who want to quit smoking
GlaxoSmithKline “Niquitin Quitmasters”
53
Sales of NiQuitin products, grew by 10 per cent during 2010 to nearly $35
million
This week: 19 new plans created, 143,566,943 cigarettes not smoked, £35,891,636 money saved, 1454 quit plans completed.
QUANTIFIED SELF - INSPIRING ROUTE
Source: niquitin.com.my
“Quitting is a journey, not an event. You might slip up along the way, but that doesn't mean you've failed. Keep moving forwards step by step and you can still
achieve your goal of being smoke-free for good.”
Follow customers along the behavior change way
GlaxoSmithKline “Niquitin Quitmasters”
54
IT WORKS ONLY IFit creates a shared value
MARKET REVOLUTIONQUANTIFIED SELF - INSPIRING ROUTE
Prediction
QUANTIFIED SELF - INSPIRING ROUTE
NeedKnow customers’ behavior and its changes
Market problemAnticipate competitors to sell their shoes
IdeaHow can I exploit the Nike+ Community
Anticipate customers needs
Nike+
56
Sources: www.slideshare.net 06/2013 - annaruns13.blogspot.it 06/2013
QUANTIFIED SELF - INSPIRING ROUTE
Sources: smartdatacollective.com 04/2013 - www.slideshare.net 06/2013
Solution
Create reminders and suggestions for customers, anticipating their future needs. Nike+ app send runners offers based on their self-tracked data, shared with the
Nike+ community
The things you need before you even know
Nike+
57
Since the launch in 2006, the platform has built a user base of 7 million runners. Think
of all the data this generates and the
insights it provides to Nike.
QUANTIFIED SELF - INSPIRING ROUTE
“Today the Nike Running app on my phone so kindly reminded me that I’m nearing 500 miles on my shoes and that ‘you’re never finished, but your shoes are’.”
Predict customer needs
Nike+
58
IT WORKS ONLY IFCustomer are engaged
Sources: annaruns13.blogspot.it 06/2013
QUANTIFIED SELF - INSPIRING ROUTE
Source: gq-magazine.co.uk
Critiques, risks, difficulties
The dark side of Quantified Self
59
CompetitivenessData don’t tell
Privacy Data dictatorship
Can obsessively counting every life aspects make
ourselves really healtier? Can it make ourelves better? And what about making us
happier?
Depersonalization
Personal data can be stolen or sold, data don’t speak alone they need to be interpretated, QS can support wrong behavior habit, data can exasperate competition...
QUANTIFIED SELF - INSPIRING ROUTE
Source: experimentable.com, dec 2013.
60
Quantified Self is not the destination, it is a tool in our journey to know and improve thyself and it is a platform
upon which transcendent technologies can be discovered.
You may love the data or decide it is an undesirable
distraction from reality. Either way QS is helping shaping this future and you should prepare yourself for it.
Mark Moschel
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