Human analytics – the next step in data

In the past few years, people have become much more aware of the data they generate. Whether it’s sharing on social media, tracking on websites or data we use for our jobs, we’re getting comfortable with the fact that our (electronic) behaviours leave footprints that can be tracked and measured.

Human analytics is about to take this concept to an entirely new level.

What is human analytics?

Human analytics is the process of measuring, recording and analysing data about the human body and mind. From how much you move to what you eat and when you sleep, people are increasingly monitoring their daily activities and using this information to improve just about any aspect of their lives. If your mobile phone comes with a step counter or sleep monitoring app, you’re already part of the human analytics revolution.

The rise of wearable technology is the key driver of human analytics. Connected wristbands, earbuds and sensor-enabled mobile phones are becoming a commonplace sight. This is a sub-trend of the “internet of things” – increasingly, devices are connecting to the internet to share information and respond more directly to our needs. If you think this sounds futuristic, LG’s smart fridge (which tells you what you have and what you need to buy, and even replies to your text messages) has been available for over a year.

It’s happening already?

Absolutely – this trend is sprouting up everywhere. Here are just a few examples:

• Exercise and health trackers. Exercise trackers have been around for a few years – tech-savvy people have been monitoring and boosting their workouts using tools like the Nike FuelBand or the Fitbit. As technologies evolve, the possibilities become broader. For example, adding an Electrozyme sensor to your device allows you to also monitor your sweat, which contains important information about your hydration level and electrolytes. The BitBite is a headset that monitors your eating habits and provides real-time advice on nutrition. Sleep sensors like Sleep Genius let you track your sleep cycles, ensuring you get as much quality rest as possible. There are also apps that bring all of this together, like SensoTrack, which monitors, among other things, your “heart rate, blood pressure, oxygen saturation and respiration rate, steps, calories burned, senses your speed, activity level, geolocation, altitude, body posture, and pace.”
• Mood and illness apps. People with chronic illnesses or mental or mood disorders can use mobile apps to monitor their conditions, leading to more targeted treatments and better results through consistency and data analysis. For example, BlueStar is a prescription-only app for diabetes sufferers that helps them manage their blood sugar through instant data analysis. iMoodJournal helps bipolar disorder sufferers record their moods, triggers and medication usage, helping to build a more objective picture of their mental wellness that they can share with their physicians.
• Productivity monitors. Want to know when you’re most productive, how much work you’ve done in a week, or how long you can focus based on day or time? While productivity tools are nothing new, the sheer amount of data available today turns them into an incredibly powerful resource for individuals and companies alike. For example, RescueTime is a tool that monitors your computer usage and reports back on how much of your time was spent productively, allowing you to see an honest breakdown of how much you actually got done.

A RescueTime report

In other words, any part of your life that generates data can now be analysed, modelled, and understood more fully. Used over the long term, this can create a full picture of our lives and experiences, giving us the tools to become healthier, happier and better at what we do. As with all things data, however, it’s not about how much you measure – it’s how you analyse and apply the results.

What does the future hold?

Although this is a relatively new trend, the repercussions of tracking all of our personal data are quite significant.

On the positive side, human analytics is bound to result in significant medical and wellness improvements. If you can download your entire physical history (including activity, blood pressure, sugar levels, stress and sleep patterns) for your doctor, the result should be much more accurate diagnoses, and treatments tailored to exactly what ails us.

Human analytics should also allow us to lead healthier, more productive lives – by telling us exactly when and how much to exercise, what to eat, and when to work or relax based on our bodies’ needs. These tools also tend to use game mechanics to ensure we keep up with healthy habits and check our records every day.

It can also help us have more fun. KipstR is a prototype wristband that tracks when you fall asleep, and then starts to record the TV show that you were watching to ensure you don’t miss out. It has drawn considerable interest from Virgin Media, which says that more sophisticated uses – like tracking a viewer’s emotional responses to a show and suggesting similar ones – could boost viewership.

And as connected devices propagate throughout our homes, offices and public spaces, our environments will start to adapt to our needs – different lighting based on mood and time of day; temperatures changed to ensure we stay comfortable; media, ads and promotions based on our past behaviours; even our fridges will tell us which groceries to buy based on the nutritional needs assessments they get from our mobile devices or wristbands.

However, this also comes with risks, especially around privacy. Any data that is tracked and recorded can also be hacked and shared maliciously, which can have serious implications for our personal and professional lives. For example, you may not want your employer to know about a chronic illness, or let strangers know exactly when and where you go jogging.

On a less menacing (and potentially more annoying) level, this sort of data could be made available to marketers, and we may soon see the rise of hyper-personalised ads and promotions that pick out our exercise, eating and sleep habits in order to sell a relevant remedy. More than ever, marketers will need to pay close attention to data privacy laws, and will need to approach their campaign with sensitivity and an ethical outlook.

What do you think the most significant impact of human analytics will be?