I believe that the next frontier in
one-on-one analytics will be emotional
analytics not sentiment analytics
emotional analytics emotions drive
decisions and actions for better or for
worse we have to make sure people are
informed about how we are using those
kind of powers indeed to make sure that
we are using them for good also now we
are not just talking about understanding
emotions I'm talking about recreating
them for users about three years ago I
was sitting in that very controllable
armchair on my left was a young couple a
young lady with a boyfriend on my right
a young Japanese couple then speak much
English behind me a grandmother in a
grandson at one moment sitting there I
catch the eye of that young lady on my
left I never met her before I never seen
her before and I was spoken to her but I
knew exactly what she was thinking
exactly her boyfriend had no idea no no
no it may not be it's not what you may
think but I'll come back to that story
later
emotions are made of what Vladimir
Yankovic called Leroux no sequel will
kristinia the almost nothing and the I
don't know what
and I just putting those there so you
can see it in French I have no accent
but part of what we are doing there is
that this element of emotions are put
together they are transient
they are very elusive but they resonate
among us in a very profound and
sometimes mysterious way sometimes when
we look at those we understand that
regardless of our culture or where we
come from they really bring us together
and they are deeply rooted in our
humanity it's actually pretty strange to
see how people play games you probably
am in the pub where our game is being
played and skull discard goal a try or
touchdown and people start high-fiving
each other
if the accomplishment is really good
then it's not hugging each other people
they never met before and you never see
again afterwards but you're sharing that
experience with strangers of something
that's really profoundly coming out of
you people play games in very strange
ways - I never seen people getting so
involved and emotionally implicated when
they play games they they pound the
machine they yell at the Machine and it
gets so involved in this right it's
unbelievable how they do this those
elements that come out of us you wonder
can we capture them is there a way to be
able to get at them well actually your
company has done that it's called Zeo
design what Zeo is and does is try to
understand whether the elements that are
producing those emotions capturing them
categorizing them and then reusing them
for analytics afterwards they identified
actually four types of fun
the first one is hard fun fear oh I want
to crush my opponent I'm gonna win this
actually a spot manufacturer of goods as
use this for communication those kind of
elements the second one is easy fun easy
when it was an exploration discovery
curiosity the third type is serious fun
it's about Zen and relaxation and
actually an airline company has used
those elements in their communication
for marketing the last one is people fun
is having fun together
pounding coaching working together
Nicolette Xaro CEO of VO design and her
team have elicited all these elements
across those different ideas to be able
to generate and understand how these are
coming together with predictive
analytics we can actually do two things
with this one we can start to understand
the correlation among the data and Link
that data with the elements I just
mentioned the second step is to take all
the data in those elements we just
gathered from the data we get on a daily
basis and associate them with behavior
and compartment and that way with those
behaviors we can actually recreate them
with emotional models we link those at
predictive models and we can start to
have something where we can recreate
some part of those as well once we put
them together and we have that going we
can say well it's not just about selling
more stuff to more people we can
actually do something good with this we
can actually push it to the next stage
about when my daughter was about three
years old she had done she was placing
her ears
very minor surgery just to help with
chronic ear infections the surgeon we
took her to in New York City told us
that they were scheduling those
procedures on Tuesdays and Thursdays
actually they were also scheduling very
sophisticated and completely complicated
procedures for adults at the same times
and then they had the kids and the
adults recovering in the same large
recovery room and they had a miracle
data to show that adults recorded a lot
faster when exposed to kids that were
with them there it draws upon a
sentiment of NIM ocean of compassion
empathy where people seem to do this now
imagine like I did the geek I am to say
how can I capture this can I get that
data can you give me can i recreate
those can i build those emotional model
for healing together
is it possible can we do this and then
you can apply those models to whole
range of patients not even the recovery
room in different places but use that
also to be able to generate those
feelings now if we can do that
well what can't we just pick the
elements that also help kids learn
better in mathematics in physics videos
aspect where they are doing which is
much more interesting and they want to
capture that too and take those
emotional models and put them into the
learning system maybe some software that
we use for learning and if we can do
that what can we just act citizens and
date town citizens in cities to take
people to say well do you like to
volunteer for a specific type of tasks
and why don't you go and do that and
capture those models for it too now let
me come back to I'm sure you're dying to
know that young lady whose mine I was
reading I was sitting over when the
armchair about three years ago I
received an invitation to my local movie
theater to see Star Trek The Next
Generation 25th anniversary with two
hours of episodes and interview from the
cast unreal and it was about 30 seconds
of unseen footage - 30 seconds
no no I would have paid $300 for this
and so we're there and at that specific
moment Patrick Stewart Captain jean-luc
Picard is talking about the flute why is
playing the flute in an episode and how
come it's a recurring theme across the
entire franchise of the next generation
and we're like wow we've been wondering
about this for a while but that finally
the answer was there I turned to my left
and that young lady was looking at me I
knew exactly what she was thinking we
share that amazing cultural bond for a
moment and actually you know what in
those three hours in that theater I felt
a lot closer many times than with
members of my own family we can do this
we can reproduce and take on all the
experience that is emotions and capture
them in such a way that you can recreate
those experiences make you both feel
better at work to use those models for
that it's perfectly possible we have to
be cautious as usual with the privacy
issues security issues and the others
that might come actually that also are
uncovered by that new users of the data
it's very important but it's not because
we don't have all the answers
that we should not be asking the right
questions with great powers come great
responsibilities and so I believe we
have to use them wisely thank you very
much and live long and prosper