How tracking our activity has turned us into data analysts

How tracking our activity has turned us into data analysts

Whether you’re like me and track your activity religiously or you just occasionally open Apple Health to marvel at how many steps you’ve walked today, a third of us are now collecting substantial amounts of data on a daily basis.

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Big Sofa launches Video Observer

Press Release: 26th June 2018

Big Sofa has created Video Observer, an automated technology solution to analyse in-home and in-store behaviour captured anywhere in the world, at scale and in near real time.  A number of Big Sofa’s global clients are already using Video Observer for major projects and the company expects interest in the product to grow fast as more and more clients realise its potential to deliver genuinely consumer-centric ways of seeing and understanding consumers’ real-time lives and behaviours.

Video Observer delivers multiple moments of authentic consumer behaviour and utilises a hybrid AI approach to turn unstructured behaviours into quantifiable visual data – without losing the full richness of the qualitative content.

Video Observer streamlines multiple parts of video-led workflows to improve speed and cost effectiveness by up to 10x through:

  • Cameras that are monitored and maintained remotely by Big Sofa;
  • Securely streaming video from fixed cameras or wearables to physical Big Sofa servers in multiple locations to ensure data compliance;
  • Obfuscating faces and personal data based on in-market restrictions and constraints;
  • Screening and scrubbing any non-relevant content using a range of AI and human-led tools;
  • Turning unstructured video content into robust, quantifiable data and;
  • Re-inventing behavioural understanding and innovation spaces through mass qualitative analysis of moments, sequences and context that simply cannot be accessed through questioning.

This enables new longitudinal techniques that observe lives over weeks and months; larger scale observation; new data points that quantify behavioural durations and incidences; and access to living rooms, kitchens, stores and lives anywhere in the world in near real time.

 Access to this data gives clients a new type of authentic insight that highlights commercial opportunities and reduces sole reliance on reported behaviours.

Video Observer comes as part of Big Sofa’s enduring belief that unmoderated video observation provides access and insight into people’s lives in a way that pre-determined questions never can.

 Big Sofa’s CTO Hugh Reid commented:

“We realised that video capture in real world environments was cumbersome, both from a practical and a compliance point of view.  A typical chain of custody for potentially sensitive data might span several agents, couriers, hard drives, laptops, cloud providers and the respondents themselves; and at every step there was the risk of data being lost or left exposed, or encountering the kind of technical issues that typically plague video uploads.  Because clients were telling us that in situ behavioural video was invaluable, we re-doubled our efforts to find a smart capture/upload solution.

The key to it was to simplify the whole process by creating a camera kit to facilitate a stream of video/audio/image/data file uploads direct from the camera or SD card into our dedicated storage platform using secure connections, crucially without exposing those cameras to the public internet.  This powerful combination of advanced capture technology and efficient analysis techniques on our platform has helped enable Big Sofa to create Video Observer as a sophisticated product, and we look forward bringing the real world of the consumer directly to many more of our clients.”