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Latest news and insights on consumer behavior in the offline world

Big Data, IoT, And The Art Of Lying

Posted by Rolando Kahn on 5/21/15 8:54 AM

Big data and IoT are changing the way we communicateOnce upon a time it was easy to get away with lying, and only experts in communication could understand and interpret when someone was being dishonest. Now, technology has passed even the traditional lie detector and has moved into using big data and the Internet of Things (IoT) - physical objects such as lights, appliances, and even floor sensors, that connect to the internet and take measurements on real-world activities - to debunk lies and squash false statements.

Whether we’re late for work, brushing off an annoying relative, or buying time to make it to a date, lies are a surprisingly big part of daily activities. According to a study done at Cornell University, the most common type of lie is known as a “butler lie,” which serves as a sort of “bumper” for unwanted attention. Messages like, “Text later, with some friends,” or, “At work, sorry!” are prime examples of this kind of lie. It doesn’t hurt anyone (usually), but it still gets the point across that now is not the best time to talk.

Although this evasive maneuver has historically worked wonders for it’s users, technology has made is easier to find out the truth. GPS tracking creates and unknowingly volunteers the sharing of data, allowing the opportunity to see just how “stuck” your friend is in traffic, or whether or not the kids really are “over at John’s house.” Other new features allow users to see when messages are being read, making the “sorry, my phone died,” excuse much less credible.

On a different note, these same “lie-detector” technologies can be utilized to improve services. An article published online by Forbes titled, “No More Lies: Will Big Data Make Us More Honest?” shows that companies are coordinating big data and IoT to keep a closer eye on online forms, monitoring how many times people edit them before submitting. Further, car insurance companies are using phone histories to document car accidents and find out who was or wasn’t on their phone at the time of the crash.

Accepted or not, lying has been and will be part of our daily lives. The question is how will technology change our lying habits? Cornell University researchers say that lying will not increase, but the avenues taken to conceal the truth will change. It’s kind of like a game of hide-and-seek, but there aren’t more players, there are just more hiding spots.

About Scanalytics
Scanalytics is among the top 10 fastest growing “Internet of Things” companies, measuring human behavior insights through intelligent floor sensors. The SoleSensor platform translates consumer foot traffic into actionable data through a dashboard interface for real-time and historical viewing of trends in physical spaces. Using the floor sensor technology, brands capture and analyze occupancy, traffic patterns and engagement times to increase conversions and improve ROI.

With over 10 million impressions to date, Scanalytics has deployed SoleSensors across the United States, Canada, Mexico, Europe and Southeast Asia. Learn more at: www.scanalyticsinc.com.

Topics: Related Industries, Technology