Sensing Science? Subconscious Processing Can Aid Big Data Analysis, Say Psychologists

Can data be a tactile experience?
The CEEDs project thinks it can be, and they want to use integrated technologies to support human experience when trying to make sense of very large datasets.
Jonathan Freeman Professor of Psychology at Goldsmith University of London, did an interview with to outline how they believe this project can help present data better, depending on the feedback participants provide to data from their environment via monitoring of explicit responses such as eye movement, and their inner reactions, like rate.
What inspired you to get involved in data representation?
I felt there was a disjoint between our online and offline experience. For example, when shopping online or searching for a product—maybe a pair of jeans—the webpage on which you land, receives information about previous searches in all your cookies. Then, it can make inferences about you and target content appropriately. In the physical environment of a shop, there just isn’t that level of insight and information provided to the environment. One big driver is to ask whether there are ways we can serve content that better suits a user’s needs. And it does not have to be in a commercial environment.

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