![]() ![]() ![]() Data will no longer reflect who we are-it will help determine it. Now the proliferation of connected devices-smartphones, wearables, thermostats, autos-combined with powerful and integrated software spells a golden age of behavioral science. Consumers have been tracked, measured and prodded into action since the 1950s-psychology was, as any viewer of Mad Men recognizes, the very core of the modern advertising industry, with symbolism, doublespeak and anxiety deployed for the first time as commercial weapons. ![]() Such intimacy underscores something fundamental going on. That investment is about to go way further: Jawbone will soon be taking data from other apps you use on your phone, like Netflix, to experiment with automated nudges, such as suggesting you watch Modern Family before going to bed because you slept 57 minutes more than when you watched the premiere of The Walking Dead. "We're only able to achieve this," says Jawbone founder and CEO Hosain Rahman from his office at the company's San Francisco headquarters, "because we have made a big investment in data science." On average, 23 minutes earlier.įor all the Big Brother overtones, those prodded into action by an algorithm seem to appreciate the gesture: 90% of its wristband users, Jawbone claims, say that it changed how they think about their health. The result: Jawbone got one third of them to buy in and go to bed earlier. So last year Rogati and Jawbone's burgeoning team of data scientists deployed the digital version of a psychological term known as the "commitment principle": They sent messages to 40,000 users, asking them to say "I'm in" to being in bed at a specific time they had determined would be relatively early for that user. Rather than merely continue tracking thousands of people through their smartphones and UP bands, and confirm what she'd already verified, what if she could actually affect their behavior? Rather than figure out how much they sleep, why couldn't she help them-women and those drowsy men alike-sleep more? But where those studies ended, Rogati was just beginning. ![]()
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