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.

1. QUANTIFIED SELF
MARKETREVOLUTION.IT
@MKTRVLTN
INSPIRING ROUTE
15/04/2014

2. WELCOME
Thanks for coming
GAMIFICATION - INSPIRING ROUTE 2

3. MARKET REVOLUTION
@MKTRVLTN
#INSPIRINGROUTE

4. QUANTIFIED SELF - INSPIRING ROUTE
Geshe Ben Gungyal
Know thyself - 1.000 years ago
4
Source: Andrew Zolli, 2012
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.
Over the years his mind improved until he reached the point when
entire days went by without any black pebbles.

5. QUANTIFIED SELF - INSPIRING ROUTE
Max Knoblauch
Know thyself - today
5
Source: Mashable, 2014.

6. Where does this story start?
QUANTIFIED SELF - INSPIRING ROUTE
6

7. His goal is now helping individuals to be more effective and advising several companies.
QUANTIFIED SELF - INSPIRING ROUTE
How do you feel?
Ari Meisel curing Crohn’s disease
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

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 8

9. Source: Wired, 2013
Tracking
Awareness
^
^
Behavior change
QUANTIFIED SELF - INSPIRING ROUTE 9

10. Source: Wikpedia,2013
QUANTIFIED SELF - INSPIRING ROUTE
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

11. QUANTIFIED SELF - INSPIRING ROUTE
Quantified Self wasn’t born yesterday
why now it matters
11
Easy to use
Some tools let you track completely passively
Precise
Technology will make you forget excel monitoring
Goals oriented
Even small changes make big differences

12. Source: Market Revolution, 2014
QUANTIFIED SELF - INSPIRING ROUTE
Drivers
Testo slide
12
Technological
mobile technology
wearable technology
human biometric sensors
data storage
Financial
crowdfunding
Social
social networks
community

13. QUANTIFIED SELF - INSPIRING ROUTE
What is quantified self about?
We are not talking about datas alone
13
Source: Experimentable, 2013
datas
technique
community
mindset

14. QUANTIFIED SELF - INSPIRING ROUTE
Why tracking myself?
14
Inner being
Outward
appearance
Well-being Self-fulfillment
Competition Exhibitionism
Source: Market Revolution, 2014; The Health Care Blog, 2011

15. “You can’t improve what you can’t measure”
QUANTIFIED SELF - INSPIRING ROUTE
Testo slide
15
Source: Mattscape, 2010
The Quantified Selfer believes that the meaning of life
is improving his own talent, no matter which it is.

16. One concept behind: feedback loop
Businesses use datas to form their decisions, this is the same for us,
QUANTIFIED SELF - INSPIRING ROUTE
but for our life!
16
COMPARING MY GOAL
STATES
Source: Neema Moraveji, 2011
MONITORING ACTION

17. QUANTIFIED SELF - INSPIRING ROUTE
A dramatic change in patterns
Ask Mint!
17
vs
A model based on
quantitative
A model based on
qualitative
Source: Ted, 2010

18. QUANTIFIED SELF - INSPIRING ROUTE
A dramatic change in patterns
Ask Fitbit!
18
vs
A model based on
do-it-yourself
A model based on
expertise
Source: Ted, 2010

19. QUANTIFIED SELF - INSPIRING ROUTE
A dramatic change in patterns
Ask Lift!
19
A model based on
empowerment
A model based on
awareness
vs
Source: Ted, 2010

20. Source: Feltron, 2012.
QUANTIFIED SELF - INSPIRING ROUTE
20

21. QUANTIFIED SELF - INSPIRING ROUTE
From fabric to byte
The story of a revolution
21

22. Source: Nike Inc, 2014
QUANTIFIED SELF - INSPIRING ROUTE
22
“f you have a body you are an athlete” Bill Bowerman

23. 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
Source: Nike Inc, 2014
QUANTIFIED SELF - INSPIRING ROUTE
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

24. Source: Nike Inc, 2014
QUANTIFIED SELF - INSPIRING ROUTE
Nike 1970-1989
24
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

25. Source:
QUANTIFIED SELF - INSPIRING ROUTE
Nike Titolo 1990-slide
2005
Sottotitolo slide
Testo slide
25
“
The era of “Just do it”
Nike became Sport with the capital letter
Michael Jordan
Marco Bellinelli
Tiger Woods
Mia Haam
Roger Federer Brasil soccer team
Nike Inc, 2014

26. 2006: the birth of Nike+
In 2006 Nike collaborated with Apple to create its first quantified self product:
Source: Wikipedia, 2014
QUANTIFIED SELF - INSPIRING ROUTE
Nike+iPod
Testo slide
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

27. The same mission, new ways to achieve it
QUANTIFIED SELF - INSPIRING ROUTE
27
Not only “analogic" products
But also digital products and
services

28. In 2012 Nike released Nike+ Fuel Band, an activity tracker & fitness monitor
Source: Wharton, 2013 , Nike Inc, 2014, Digitaladblog, 2013
QUANTIFIED SELF - INSPIRING ROUTE
Does it work?
28
In 2013 Nike’s
profits leaped
+18%, largely
because of
FuelBand
“Life’s a sport, make it count”

29. The size of Quantified Self
QUANTIFIED SELF - INSPIRING ROUTE
29

30. QUANTIFIED SELF - INSPIRING ROUTE
Activity tracking devices
Let’s quantify
30
16
Source: Mobilhealthnews, 2013;
Million devices
shipped in 2013

31. QUANTIFIED SELF - INSPIRING ROUTE
Runtastic users
Let’s quantify
31
Source:: Mashable, 2013
25 million people
in 2013

32. QUANTIFIED SELF - INSPIRING ROUTE
Nike+ users
Let’s quantify
32
Source:: Mashable, 2013
18 million people
in 2013

33. 38 Countries
QUANTIFIED SELF - INSPIRING ROUTE
Quantifies Selfers meet-ups
Testo slide
33
Source: Quantified Self meet-up, 2014
29.837 users
161 groups
118 cities

34. 84%
83%
50%
46%
Source: Internal data of Optimizeme based on ABI Research, 2013
QUANTIFIED SELF - INSPIRING ROUTE
What do I monitor more?
34
Physical (e.g. Blood Pressure, Weight, Sleep)
Activity & Consumption (e.g. Exercise, Time, Diet, Travel, Email)
Money / Personal Finance (e.g. Income, Spending)
Emotional & Mental (e.g. Mood tracking, Happiness, Psychometrics)
21%
Social (e.g. Meetings, Facebook Use)

35. QUANTIFIED SELF - INSPIRING ROUTE
Investment in QS
Startups
Testo slide
164
Angel investors
35
1000
registered startups
in 2012
318 million$
raised
Source:: Cbinsights, 2013;Angel.co, 2013

36. Source: Quantified Self, 2013
QUANTIFIED SELF - INSPIRING ROUTE
Companies for any business
36
Learning
20
Money
33
Sleep
34
Electricity
36
Food&Drink
54
Productivity
55
Mood
59
Health
185
Location
57
Goals
87
Fitness
124

37. “From a business point of view”
QUANTIFIED SELF - INSPIRING ROUTE
models, strategy, consequences
37

38. QUANTIFIED SELF - INSPIRING ROUTE
TITOLO
What did you have for breakfast today?
38

39. Source: Charles Duhigg, 2014.
QUANTIFIED SELF - INSPIRING ROUTE
The habit loop
cue > routine > reward
39

40. Source: The New York Times, Feb 2012.
QUANTIFIED SELF - INSPIRING ROUTE
One you go habit you never go back
Anti-Coupons shield: enabled
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.

41. When some customers were
going through a major life
event […] their shopping
habits became flexible.
QUANTIFIED SELF - INSPIRING ROUTE
Hack the habit
Time(ing) is Money
41
Source: The New York Times, Feb 2012.
At those unique moments
[…] customers are
“vulnerable” to intervention
by marketers.

42. Source: knowledge.wharton.upenn.edu
QUANTIFIED SELF - INSPIRING ROUTE
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.

43. The traditional 3-step mental model
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.
Source: thinkwithgoogle.coml, www.riccardoperini.com
QUANTIFIED SELF - INSPIRING ROUTE
The Shelf
43

44. The Zero Moment of Truth
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.
Source: thinkwithgoogle.coml, www.riccardoperini.com
QUANTIFIED SELF - INSPIRING ROUTE
The search (after the stimulus)
44

45. The -1 Moment of Truth
Even before you know what you need
We introduce a new concept called “The -1 Moment of Truth”: the habit to buy has
Source: Market Revolution, 2014.
QUANTIFIED SELF - INSPIRING ROUTE
not yet been settled but the behavior change frame is open.
45
-1 moment of
truth (Behavior
change)
First moment
of truth
(Shelf)
Second
moment of
truth
(Experience)
Zero moment
of truth
(Decision-making)
Stimulus

46. Source: marketrevolution.it
QUANTIFIED SELF - INSPIRING ROUTE
Take the opportunity
3 scenarios for businesses
46
Customization Enabling Prediction
Following through and
support customer behavior
change
Identify customers
forthcoming needs
Make something unique for
each one of my customers

47. QMUAARKNETTIF RIEEDV OSLEULTFI O- NINSPIRING ROUTE
Customization

48. Progressive “Snapshot program”
Let customers track themselves
Source: progressive.com,jacksonvillepersonalinjurylawyerblog.com, www.pcmag.com
QUANTIFIED SELF - INSPIRING ROUTE
Need
Create a car insurance, tailored for every single customer
Market problem
All the competitors offer the same products
Idea
How can we create customized insurances?
48

49. Progressive “Snapshot program”
Give customers a device for self-tracking
Source: progressive.com,jacksonvillepersonalinjurylawyerblog.com, www.pcmag.com,www.examiner.com
QUANTIFIED SELF - INSPIRING ROUTE
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.
49
More than 1.6 million
drivers have
participated in
Snapshot program,
saving an average of
$150 per year.

50. Progressive “Snapshot program”
Tailor product/services to every customer
Progressive snapshot programme bases car insurance rates on how safely you
Source: progressive.com expertinsurancereviews.com
QUANTIFIED SELF - INSPIRING ROUTE
drive rather than your credit score
50
IT WORKS ONLY IF
It creates a real benefit for customer

51. QMUAARKNETTIF RIEEDV OSLEULTFI O- NINSPIRING ROUTE
Enabling

52. GlaxoSmithKline “Niquitin Quitmasters”
Source: www.eshishdirect.com www.quitmasters.co.uk
QUANTIFIED SELF - INSPIRING ROUTE
Let smokers track and share their behavior
Need
Help people quit smoking
Market problem
Competitors strive to sell more products, working on advertisement
Idea
How can Niquitin help customers quit smoking?
52

53. GlaxoSmithKline “Niquitin Quitmasters”
Let smokers find help in a community of people who want to quit smoking
Source: www.eshishdirect.com www.quitmasters.co.uk www.niquitin.co.uk
QUANTIFIED SELF - INSPIRING ROUTE
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.
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.

54. Source: niquitin.com.my
GlaxoSmithKline “Niquitin Quitmasters”
Follow customers along the behavior change way
“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
QUANTIFIED SELF - INSPIRING ROUTE
achieve your goal of being smoke-free for good.”
54
IT WORKS ONLY IF
it creates a shared value

55. QMUAARKNETTIF RIEEDV OSLEULTFI O- NINSPIRING ROUTE
Prediction

56. QUANTIFIED SELF - INSPIRING ROUTE
Nike+
Anticipate customers needs
Need
Know customers’ behavior and its changes
Market problem
Anticipate competitors to sell their shoes
Idea
How can I exploit the Nike+ Community
56
Sources: www.slideshare.net 06/2013 - annaruns13.blogspot.it 06/2013

57. Nike+
The things you need before you even know
Sources: smartdatacollective.com 04/2013 - www.slideshare.net 06/2013
QUANTIFIED SELF - INSPIRING ROUTE
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
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.

58. Nike+
“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’.”
QUANTIFIED SELF - INSPIRING ROUTE
Predict customer needs
58
IT WORKS ONLY IF
Customer are engaged
Sources: annaruns13.blogspot.it 06/2013

59. Source: gq-magazine.co.uk
Can obsessively counting
every life aspects make
ourselves really healtier?
Can it make ourelves better?
And what about making us
Privacy Data dictatorship
QUANTIFIED SELF - INSPIRING ROUTE
The dark side of Quantified Self
Critiques, risks, difficulties
59
happier?
Data don’t tell Competitiveness
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...

60. Source: experimentable.com, dec 2013.
QUANTIFIED SELF - INSPIRING ROUTE
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

61. www.marketrevolution.it info@marketrevolution.it