Now, businesses are looking to twitter feeds to understand public sentiment. Gmail anonymously sifts through your writing, and nearly all search engines do the same. 2) The development of a technology like Centamental was guaranteed to happen sometime.Ĭompanies are already analyzing our online activities to better market products to us. Yet speaking with Teso and Tinney made me quickly realize two things: 1) Analyzing public remarks for sentiments about corporate products is already well entrenched in our emergent internet culture. When I first heard about Centamental I thought it was too stereotypically Big Brother to be true. Give Centamental enough audio from enough places and you’d get a better idea of how people felt about…well, nearly anything. The identifiable info about the speaker is tossed aside, only the sentiment remains. Where the ‘+’ and ‘-‘ marks (Centamental actually uses hearts and other symbols) indicate positive and negative opinions. Big chain burgers aren’t nearly as good.” Then Centamental would spew out something like “+cheese +burgers +cheeseburgers +local food -big chain restaurants”. So, if you said, “I love cheeseburgers from this local burger shack. What exactly will Centamental do? Give the program some audio – either from a hidden microphone, or a recording from a phone conversation, an old movie, etc – and it strips out all the pertinent data about how people feel about things. Many corporations claim to care what you really think…now they have a chance to know for sure. Watch their commercial for the project in the video below. I talked with theGOOD co-founder Chris Teso and CTO Shaun Tinney about the potential and the obvious concerns that surround an eavesdropping program bent on understanding how we feel. Called Centamental, this proof of concept platform translates casual remarks you make, say in a store, into valuable data that companies can use to understand how average people feel about their products. theGOOD, a Portland based interactive think tank, has developed a prototype program for eavesdropping on a discussion and pulling out the important opinions. In the near future they may be listening in on your conversations with your friends as well. Centamental turns overheard audio into marketable statistics about how you feel.Īdvertisers already pay big bucks for information about your search habits, your emails, and your tweets.
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