Category Archives: Human Behavior

Industry insiders share their Super Bowl ad picks – Campaign US

Jeep? Google? Facebook? Many spots aired during last nights Super Bowl, but they werent all winners.

Campaign US asked a variety of industry executives to give their hot takes on the best commercials of the big game. See their answers below.

Mountain Dews "As Good as the Original." Classic Super Bowl theatre with suspense, plot twist and iconic characters. Strong idea that pays off product proposition. And it has just the right level of insanity to make it stand out on the big stage

Hyundai Sonata - Being from Boston I loved the use of our famous accent.

Google - Reminded us that AI can make our memories richer and more accurate

Facebook - Started ADCOLOR as a Facebook group. I found my tribe of fellow diversity champions.

Rocket Mortgage - Made me laugh out loud. Really hit the message of finding your home in every sense of the word.

Jeeps "Groundhog Day"

I thought it was a terrific use of culture on many levels and yet it was a product demonstration. The production value was great, every joke landed. Everyone has gotten this brief to do something for Groundhog Day and they did it brilliantly

If I have to pick one spot that felt big, contextual, strategic, creative and had "game day" entertainment value it would have to be Jeeps Groundhog Day.

It checked all of the boxes a SB spot should check.

It didnt take itself too seriously nor did it try and save the world.

It wasnt trying to mask itself as a sequel, or something that was bigger than it is, it simply played right into our love for nostalgia and all things Bill Murray.

It didnt overpromise and under deliver, nor did it try and co-opt any sort of culture that Jeep had no business co-opting.That is why I give it my nod as the best spot from this years Super Bowl.

McDonalds Famous Orders ad was one of my favorites out of the gate. It was smart, insightful and edited flawlessly. The best creative has a universal human truth; Famous Orders is based on a global human truth that no matter if you love or love to hate McDonalds, you have a favorite order."

Cheetos was a fun play on a product truth that everyone can relate to.

The Alexa spot What do you think people did before Alexa? was so smart, and it fits well with Ellen DeGeneres humor and curious comedic reflection. The idea makes Alexa more human.

Google was my favorite. Id explain why but I have to stop crying first.

All four of these spots have one thing in common: they all are clever creative solutions that put their products right in the middle of the story. The story and the product are intertwined. Well done!

It's challenging to create a multi-scene spot while keeping it simple, lovable and memorable. 'Groundhog Day' did just that. And it used the actual characters from the movie to commemorate not the Super Bowl, but Groundhog Day 2020. There's a planner somewhere who earned their Jeep Gladiator bonus - complete with groundhog option.

We saw celebrities leading brands, instead of brands leading the charge. Sure, weve seen a few really good ideasNew York life, for example; but a lot of the big brands have been an assessment of who they signed. That can work when there is great alignment between the brand and the person, but too often it seems like we are letting celebs outshine ideas. Tomorrow people will talk about that Brady ad instead of that Hulu spot.

The positive is that this is advertisings biggest stagedespite the ad avoiding, subscribing, distracted audience we covet. And tonight we have everyones attention. As an industry, its awesome that we can all celebrate the stage and that the conversation is bigger than just the ads. Diversity, empathy and change are front-and-center in our industry and in the advertising conversation, and thats a good thing.

The real issue behind killing off Mr. Peanut is that the creatives who hoped to produce a buzz-worthy moment forgot that the concept of death, can actually be quite unfunny. The death of NBA star Kobe Bryant left us all feeling a momentary glimpse of the excruciating pain of losing someone in an untimely way - and how simple things like a trip to the grocery store, folding the laundry or even a silly TV commercial can disrupt and interrupt the healing process. Always test your jokes out on the people you are most worried about offending before moving ahead with them.

The Olay ad felt like it was written by a man. I love a female empowerment theme as much as the next woman, but this felt forced for face cream. It is like someone in the room yelled, "female lead characters tend to score higher" and someone jotted up a random list of favorites onto a spare napkin. I didnt connect to the brand or product and it felt disjointed. Bigger props to a brand that launched a spot that feels more strategically sound; SodaStream returns to the Super Bowl with an entertaining space quest that puts their fresh water front and center while shining a spotlight on environmental issues. A trip to space I WILL remember.

Groundhog Day is an obvious pick, but I also loved the unexpected simplicity of the "Hulu has Live Sports" ad with Tom Brady. Earlier in the week, Brady released a cryptic image on Instagram of himself in a dark stadium tunnel. Many speculated that it was a prelude to him announcing that he was leaving the Patriots or retiring. It fueled fan debate but also served as the perfect set up. If youre a big football fan, it got your attention immediately. More so than most of the ads, it was relevant to the game and one of the most memorable. Most ads try to do too much. Hulu kept it simple and used the sports biggest star in a super creative and effective way.

Favorite ad: "Groundhog Day" by Jeep.

Every creative has presented 50 ideas starring Bill Murray -- he must have been drawn by storyboard artists five million times and lives in 50,000 keynote decks. No one can ever get him. But they did. Hats off!

Favorite ad: Quicken Loans Rocket Mortgage: "Comfortable." The Super Bowl is a place where muscle-y people enjoy talking to you about what it takes to be strong and confident, so watching a ridiculously beautiful Jason Momoa walk into his rich person home with a self-satisfied smile on his handsome face perfectly lolls you into a sense of security, before systematically removing it from you in the course of the 60-second ad, leaving you with the weird kind of uncomfortable feeling that only the best ads give you. If you watched the ad with your eyes closed, you wouldnt have known there was a joke at all. Jason Momoa doesnt say anything funny at all. This self-discipline and focus on a single-joke is almost impossible to achieve, especially in the context of a Super Bowl ad where everybody wants the comedy to come at you from all angles.

Heartfelt and Human: The brands that stood out this year were tuned into the psyche of humankind. The past 12 months have been a deluge of concerning news spanning politics, health and human behavior. This wears on us all, and sometimes we need a pick me up and a positive reminder of what life could be like. These brands nailed that.

Budweisers "Typical American" spot is so damn good. Its an ad focused on what each of us can bring to society and achieve when our best selves are presented, whether it is in our job, a competition, a reunion, standing up for what we believe in or helping a stranger.

Kias ad with NFL rookie Josh Jacobs talking to his younger self is a beautiful reflection of what we can overcome and accomplish in our lives if we give it everything.

Googles spot has us all wanting to know Loretta. She seemed to have a beautiful life and partner and the spot serves as a reminder of what truly matters. Also, it highlights that perhaps technology can help improve our lives as well, if and when we use it in a purposeful and meaningful way.

All the celebrity laden ads started to blend together, so when the Google Loretta film appeared, it really stood out. It also never hurts to have :90 to tell a story.

I felt that too many brands leaned too far into celebrity and not enough into human and emotional connections. With that said, I felt that Loretta, Googles Super Bowl Commercial, took us on an emotional journey sharing a story that connected a human experience through product and technology.

The rest is here:
Industry insiders share their Super Bowl ad picks - Campaign US

Predictive Analytics Software Market What Opportunity Industry is Leveraging – GuruFocus.com

Advance Market Analytics released the research report of Global Predictive Analytics Software Market, offers a detailed overview of the factors influencing the global business scope. Global Predictive Analytics Software Market research report shows the latest market insights with upcoming trends and breakdown of the products and services. The report provides key statistics on the market status, size, share, growth factors of the Global Predictive Analytics Software.

This Report covers the emerging players data, including: competitive situation, sales, revenue and global market share of top manufacturers are Anodot [Israel], Sisense [United States], The MathWorks [United States], MicroStrategy [united States], Alteryx [United States], Radius [United States], Maroon.ai [United States], SAS Institute [United States], GMDH [United States] and Alpha7 [Singapore].Definition: Predictive analytics software utilities big data, machine learning and statistical algorithm in tandem to predict the future scope based on historical data and statistics. The software offers unique platform for enterprises to identify future trends and act accordingly. This data mining software helps to determine customer purchasing behavior thus, an opportunity to help retain their profitable customers.

Free Sample Report + All Related Graphs and Charts @ : https://www.advancemarketanalytics.com/sample-report/11119-global-predictive-analytics-software-market

Market Drivers

Growing Adoption of Predictive Analytics in Order to Forecast Future Market Trends

Rising Big Data and Related Technologies

Market Trend

Integration of Services with Cloud

Growing Use of Texts in Predictive Models

Restraints

Issue Related with Accuracy of Data

Varying Data Protection Rule in Different Countrie

Opportunities

Emergence of Machine Learning and AI

Advancement in Analytics Tools Leads to Rise in Adoption

Challenges

Security and Privacy Related Concern

Inability to Understand Human Behavior

The Global Predictive Analytics Software Market segments and Market Data Break Down are illuminated below:Application (Small and Medium Enterprises (SMEs), Large Enterprises), Industry Vertical (Retail and eCommerce, Manufacturing, Government and Defense, Healthcare and Life Sciences, Energy and Utilities, Telecommunication and IT, Transportation and Logistics, BFSI, Others (Media and Entertainment, Travel and Hospitality, and Education)), Deployment Model (On-premises, Cloud)Region Included are: North America, Europe, Asia Pacific, Oceania, South America, Middle East and Africa

Country Level Break-Up: United States, Canada, Mexico, Brazil, Argentina, Colombia, Chile, South Africa, Nigeria, Tunisia, Morocco, Germany, United Kingdom (UK), the Netherlands, Spain, Italy, Belgium, Austria, Turkey, Russia, France, Poland, Israel, United Arab Emirates, Qatar, Saudi Arabia, China, Japan, Taiwan, South Korea, Singapore, India, Australia and New Zealand etc.Enquire for customization in Report @: https://www.advancemarketanalytics.com/enquiry-before-buy/11119-global-predictive-analytics-software-market

Strategic Points Covered in Table of Content of Global Predictive Analytics Software Market:

Chapter 1: Introduction, market driving force product Objective of Study and Research Scope the Global Predictive Analytics Software market

Chapter 2: Exclusive Summary the basic information of the Global Predictive Analytics Software Market.

Chapter 3: Displaying the Market Dynamics- Drivers, Trends and Challenges of the Global Predictive Analytics Software

Chapter 4: Presenting the Global Predictive Analytics Software Market Factor Analysis Porters Five Forces, Supply/Value Chain, PESTEL analysis, Market Entropy, Patent/Trademark Analysis.

Chapter 5: Displaying the by Type, End User and Region 2013-2018

Chapter 6: Evaluating the leading manufacturers of the Global Predictive Analytics Software market which consists of its Competitive Landscape, Peer Group Analysis, BCG Matrix and Company Profile

Chapter 7: To evaluate the market by segments, by countries and by manufacturers with revenue share and sales by key countries in these various regions.

Chapter 8 and 9: Displaying the Appendix, Methodology and Data SourceFinally, Global Predictive Analytics Software Market is a valuable source of guidance for individuals and companies.Data Sources and MethodologyThe primary sources involves the industry experts from the Global Predictive Analytics Software Market including the management organizations, processing organizations, analytics service providers of the industrys value chain. All primary sources were interviewed to gather and authenticate qualitative and quantitative information and determine the future prospects. In the extensive primary research process undertaken for this study, the primary sources Postal Surveys, telephone, Online and Face-to-Face Survey were considered to obtain and verify both qualitative and quantitative aspects of this research study. When it comes to secondary sources Companys Annual reports, press Releases, Websites, Investor Presentation, Conference Call transcripts, Webinar, Journals, Regulators, National Customs and Industry Associations were given primary weight-age.Get More Information: https://www.advancemarketanalytics.com/reports/11119-global-predictive-analytics-software-market What benefits does AMA research studies provides?

Supporting company financial and cash flow planning

Open up New Markets

To Seize powerful market opportunities

Key decision in planning and to further expand market share

Identify Key Business Segments, Market proposition and Gap Analysis

Assisting in allocating marketing investments

Definitively, this report will give you an unmistakable perspective on every single reality of the market without a need to allude to some other research report or an information source. Our report will give all of you the realities about the past, present, and eventual fate of the concerned Market.

Thanks for reading this article; you can also get individual chapter wise section or region wise report version like North America, Europe or Asia.About Author:

Advance Market Analytics is Global leaders of Market Research Industry provides the quantified B2B research to Fortune 500 companies on high growth emerging opportunities which will impact more than 80% of worldwide companies revenues.

Our Analyst is tracking high growth study with detailed statistical and in-depth analysis of market trends and dynamics that provide a complete overview of the industry. We follow an extensive research methodology coupled with critical insights related industry factors and market forces to generate the best value for our clients. We Provides reliable primary and secondary data sources, our analysts and consultants derive informative and usable data suited for our clients business needs. The research study enable clients to meet varied market objectives a from global footprint expansion to supply chain optimization and from competitor profiling to MandAs. Contact Us:

Craig Francis (PR and Marketing Manager) AMA Research and Media LLPUnit No. 429, Parsonage Road Edison, NJ New Jersey USA 08837 Phone: +1 (206) 317 1218 [emailprotected] Connect with us athttps://www.linkedin.com/company/advance-market-analyticshttps://www.facebook.com/AMA-Research-Media-LLP-344722399585916https://twitter.com/amareport

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Predictive Analytics Software Market What Opportunity Industry is Leveraging - GuruFocus.com

Four Pillars Of Smart Investing: Game-Changing Tools That Prevent Stupid Mistakes – Seeking Alpha

Stupid is as stupid does. Forrest Gump

Everyone is stupid. Only on different subjects. Will Rogers

The critical step in smart investing is realizing what matters most. By focusing on this most important aspect, smart investors spend their time, energy and money wisely, and avoid distractions that take their eyes off the prize of reaching goals. Saving enough is the most important action an investor can take. The second most important action is investing it wisely, but this is a distant second. Save and protect is a smart mantra.

If youve saved enough, it may be best to simply be safe, and protect it. Importantly, there comes a time in most lives when whatever youve saved must be enough because its all youll ever have. For those who dont have a defined benefit pension, that time is when you leave the workforce and begin retirement.

Saving enough is not an investment decision, its a behavioral goal. In the following we provide guidance on wisely investing whatever you have saved, with the perspective that it will have to be enough by necessity when you enter retirement.

Asset allocation is the most important investment decision. It explains 100% of investment performance - yes, all of it. Getting asset allocation right is the smartest investment thing you can do. Its much more important than security selection. Stock picking might be more fun, but picking the very best securities doesnt matter nearly as much as your asset allocation. We discuss smart asset allocation in this article.

The following periodic chart demonstrates the importance of asset allocation. In 2018 everything lost and in 2019 everything won. The average spread between the best and worst performing asset classes is 32% each year. Importantly for investor memory and behavior, everything except commodities won over the past decade.

Focusing on the past decade in the next graph, asset allocation has been important, and it will likely be even more important in the next decade. Portfolios with high allocations to US stocks and real estate performed far better in the past decade than those that held commodities. Since most US investors hold US stocks and real estate, they can view themselves as smart in the past decade, but the next decade is going to be much more challenging for reasons we discuss in this article. For some, the recent good times are all they have experienced, but it will not go on forever.

Fortunately there are tools for intelligent investing that develop smart asset allocation. The best tools are easy to use and, most importantly, manage risk in the Risk Zone that spans the five years before and after retirement when savings are at their peak, making losses most damaging. Investors can use these tools in their 401(K)s, their Individual Retirement Accounts (IRAs), and their personal accounts.

There are 78 million Baby Boomers in the Risk Zone who would be dumb to not use these game-changing tools. Most Boomers are making a stupid mistake by not protecting themselves in the Risk Zone. They are on average 60% in equities and 40% in long term bonds, an allocation that lost 30% in 2008.

As discussed in the next section, smart asset allocation is challenging, but can be accomplished with the right tools.

Asset allocation is the first pillar of smart investing. Its designed to achieve objectives with an acceptable likelihood. Allocations are adjusted in response to successes and failures in this achievement. Plus goals change through time. This financial navigation is dynamic and challenging.

Asset allocation decisions are risk decisions. You need to take a certain amount of investment risk in order to earn the return you need to achieve your objectives. Dr. Frank Sortino, father of Post-modern Portfolio Theory, calls this target return the Minimal Acceptable Return. This risk decision is called risk preference or risk necessity. It should not be confused with market timing, another separate motivation for modifying risk. The risk preference pillar needs to be conditioned on three more pillars:

There are circumstances when you simply should not take the risk it requires to achieve your objectives because you dont have the risk capacity. In particular, theres a time in everyones life when risk capacity is very low because the stakes are as high as they will ever be. You cannot afford to lose your lifetime savings at this critical juncture in your life, warranting its title as the Risk Zone that spans the 5-10 years before and after retirement.

Losses in the Risk Zone can devastate retirement lifestyle and reduce the length of time that savings last, even if markets subsequently recover. Sequence of Return Risk is the source of this Risk of Ruin. Even the wealthy should protect themselves in the Risk Zone because they too have plans that can be ruined, and heirs who could inherit less. The rich can be devastated too. After all, they have a lot to lose. In the U.S. there are 78 million baby boomers in the Risk Zone, most of whom are taking way too much risk.

Smart asset allocation is tailored to achieve your goals, unless you cannot tolerate the required risk, especially in the Risk Zone. If you use an investment advisor, you are most likely invested in a model portfolio, but most models fail to recognize age and the Risk Zone, recklessly striving for an MAR regardless of risk capacity. Fortunately, there are better models. Recognizing your capacity is the second guidepost.

As for the third pillar, the smartest way to take risk when youre young is to be as diversified as possible: Global stocks and bonds, real estate, commodities, etc. Then as you enter the Risk Zone, the smartest way to control risk is with safe assets, like Treasury Bills. Dr. William F. Sharpe won a Nobel Prize for his revolutionary discovery called the Capital Market Line. The smartest way to control risk is not to add more bonds, its to blend a broadly-diversified world basket of risky assets with safe assets. Diversification and smart risk control provide the best returns for the risk taken over time.

And the fourth pillar - being cost conscience - is simply common sense. Costs reduce returns. Interestingly, the desire to diversify and to keep costs low has recently driven investors to passive index investing, especially in Exchange-Traded Funds. Investors are getting it.

The smartest asset allocation integrates risk willingness with risk capacity, primarily age. Ignoring risk capacity is stupid because it exposes investors to catastrophic risk at precisely the wrong time. Retirements are not ruined by investment losses. Theyre ruined by big investment losses at the wrong time, namely during the transition from working life to retirement. This is not market timing, although current economic conditions reinforce the need to defend now in the Risk Zone. We are likely to suffer a major market correction sometime in the next decade, and those in the Risk Zone will be impacted the most.

Beyond the Risk Zone, retirees are best served by re-risking in order to extend the life of investments. This is contrary to the old rule of thumb that advocates 100 minus your age in equities. Groundbreaking research by Dr. Wade Pfau and Michael Kitces has revolutionized optimal investing in retirement.

The good news is that today there's financial engineering designed to not lose money and to provide the highest returns for the risk that is taken. Better investing through science.

We can expect certain things to happen in the next decade. FOMO (Fear Of Missing Out) has been a primary driver of recent stock market gains, but that will eventually morph into FOBO (Fear Of Bad Outcomes). Baby Boomers born between 1946 and 1964 will be passing through the Risk Zone for the next 15 years, during which the odds are not good for dodging a market setback. The only question is how bad the next correction will be.

Weve just completed one of the best decades in history, and are currently enjoying the longest stock market recovery. This has led to sky-high prices, which means the US stock market is extraordinarily expensive. At the same time, the world is facing a debt crisis and socioeconomic pressures are threatening the world, especially with China, Iran and North Korea. Its a scary time.

According to Capital Market Consultants, the US economic outlook at the end of 2019 is precarious:

No one has an accurate crystal ball, but we do have a formula that always works for forecasting returns. Its currently forecasting a 46% loss if P/E ratios fall from their current lofty 30 down to their historical 15 level. The following table shows the ranges of possible returns in 2020. As you can see, P/E is the primary driver of returns - its primary determinant is human behavior. If P/Es remain at their current 30 level, the return in 2020 will be 8%, but that would require prices to remain extraordinarily high.

Exacerbating lofty stock market prices, per capita world debt has surged to over $200,000, due in large part to quantitative easing that has simply put off the inevitable global recession. The US is in even worse shape than you think. The world economy is running on the fumes of delusory borrowed money, playing an outlandish game that will not end well. We owe each other money that wont be paid in todays dollars. Thats why crypto currencies were invented. Fiat money only works if we all agree to honor it. Otherwise its just pieces of paper. US currencies were debased in 1971 when they were taken off of the gold standard and replaced by In God We Trust. Now debasing means printing money, or monetizing the debt. Lenders lose when borrowers control payment values.

The World Debt Crisis manifests itself in a variety of problematic ways, as shown in the following:

In his outlook for 2020 Lawrence Fuller, publisher of the Portfolio Architect, says:

My greatest concern for the year ahead is that the Fed has fueled a surge in financial markets that is now so far divorced from economic fundamentals that an inevitable reversion to the mean will reverse this wealth effect. The subsequent collapse in confidence will come at a time when our debt-laden economy is barely growing. The Fed will have minimal firepower to address the next downturn with monetary stimulus. The federal government will be equally impotent considering it just implemented a massive tax cut and faces $1 trillion deficits.

Similarly, industry expert Lance Roberts, Managing Partner of RIA Pro, warns:

With debt levels rising globally, economic growth on the long end of the cycle, earnings growth weak, valuations high, and potential risk of a recession, the uncertainty of retirement plans has risen markedly. This lends itself to the problem of individuals having to spend a bulk of their "retirement" continuing to work

Yes, not only should you worry about bear markets, you should worry about them a lot.

Individual investors can learn from institutions with their substantial resources and research. According to FS Investments, institutional investors have performed far better than individuals in the past two decades:

Target date funds (TDFs), at $2 trillion and growing, are the biggest deal in institutional investing. Individuals can benefit by following the disciplines incorporated in TDFs. Smart investing begins with an assessment of your financial well being, like taking this self-assessment quiz, with its guidelines on what to do next. From there, you can make your own investment decisions, or it might be best to hire an advisor. Either way, smart investors will use game-changing asset allocation tools that follow TDF glidepaths.

Investors can use free asset allocation models available on several websites, but you get what you pay for: These tools do not use TDF disciplines. There are better models that manage risk in the Risk Zone and follow the patented Safe Landing Glide Path that has been used successfully for more than a decade in the SMART Target Date Fund Index. Its primary objective is to not lose money, especially in the Risk Zone. Heres how SMART performed in the past three tests of its primary objective.

Calendar Year

Fund Year

SMART Return

TDF Industry Return

2008

2010

-4

-24

2011

2010

8

0

2018

2020

-1

-4

Importantly, SMART has won by not losing, earning returns comparable to the industry, but with less risk.

Dont Stop Thinking About Tomorrow by Fleetwood Mac is a song we should all be singing at this precarious time. The tectonic plates of investing are shifting and we need to be prepared. One group in particular is in serious danger, namely baby boomers.

The smartest investors spend their time, energy and money on what matters most, namely asset allocation. Getting this critical decision right is not easy. Attempts to improve performance results beyond policy returns typically fail, undermining achievement of your goals. Stock selection and market timing are unproductive at best and typically counterproductive. You can win the performance game but fail to achieve your goals.

Smart asset allocation integrates risk willingness with risk capacity, and is broadly diversified and low cost. The good news is that there are tools to be smart, and they are easy to use and inexpensive. These tools bring the wisdom and disciplines of target date funds (TDFs) to the masses. 401(K) plans have invested more than $2 trillion in TDFs, and growing. According to a recent study by the Wharton School the adoption of low-cost target-date funds may enhance retirement wealth by as much as 50% over a 30-year horizon.

Stupidity in the next decade could be very costly, especially to Baby Boomers who should not be gambling their lifetime savings. You may want to work with an investment advisor during this critical time in your life, but you should verify his/her competence by using these tools. Unfortunately the 60/40 stock/bond Rule is alive and well, and stupid. Trust but verify.

Disclosure: I/we have no positions in any stocks mentioned, and no plans to initiate any positions within the next 72 hours.

Additional disclosure: I help investors who want to do it themselves as well as those who want the help of an advisor. I am creator of the Age Sage Robo (please Google) that provides leading edge LifePath asset allocations for advisors and DIY individual investors. I am also CEO of GlidePath Wealth Management that manages personalized target date portfolios.

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Four Pillars Of Smart Investing: Game-Changing Tools That Prevent Stupid Mistakes - Seeking Alpha

FDA and FTC Announce New Efforts to Further Deter Anti-Competitive Business Practices, Support Competitive Market for Biological Products to Help…

SILVER SPRING, Md., Feb. 3, 2020 /PRNewswire/ --The U.S. Food and Drug Administration (FDA) and theFederal Trade Commission today signed a joint statementregarding enhanced collaboration in support of a robust marketplace for biological products, including the critical adoption of biosimilars and interchangeable products. This joint statement describes key steps the agencies will take to address false or misleading promotion about biosimilars within their respective authorities and deter anti-competitive behavior in this space.

"Competition is key for helping American patients have access to affordable medicines. While these therapies are critical for patients, biological products contribute significantly to drug costs, as they are often far more complex to develop than other drugs" said FDA Commissioner Stephen M. Hahn, M.D. "Strengthening efforts to curtail and discourage anti-competitive behavior is key for facilitating robust competition for patients in the biologics marketplace, including through biosimilars, bringing down the costs of these crucial products for patients."

"Biologics are essential to the treatment of many serious illnesses. Practices in biologics markets are delaying the availability of biosimilar products, thereby depriving patients of the benefits of competition, including lower prices and increased innovation," said FTC Chairman Joseph Simons. "The FTC is committed to continuing to enforce the antitrust laws in healthcare markets, including those for biologics and biosimilars."

Biological products are a diverse category of products which may be produced through biotechnology in a living system, such as a microorganism, plant cell, or animal cell, and are used to diagnose, prevent, treat, and cure diseases and medical conditions. Biosimilarsare biological products that are highly similar to and have no clinically meaningful differences from existing FDA-approved "reference" products. Reference products are FDA-approved biological products against which proposed biosimilar products are compared.

Biosimilar and interchangeable products have the potential to greatly reduce health care costs, similar to what has been seen with increased generic drug offerings. The 1984 Hatch Waxman Act, which created an abbreviated path to market for generic versions of small molecule drugs, has saved patients roughly $2 trillionover the past decade. While the U.S. market for biosimilar versions of biological products is still maturing, the FDA's research suggests that after market entry, biosimilars have the potential to offer significant savings. Biosimilars marketed in the U.S. typically have launched with initial list prices 15 to 35% lower than comparative list prices of the reference products.

However, anti-competitive practices, such as making false or misleading statements comparing biological reference products and biosimilars, may be slowing progress and hampering uptake of these important therapies. The FDA and the FTC have serious concerns about such statements and their negative impact on public health, including their potential to create negative misperceptions about the safety or effectiveness of approved biosimilars. The agencies intend to take appropriate steps to address companies making false or misleading communications about biologics, including biosimilars and interchangeable products, which will help deter anti-competitive behavior in the biologics market and can help lead to the use of all available biological products.

As detailed in the joint statement, the agencies will also collaborate on future public outreach efforts, including bringing together participants from industry, academia and government agencies to discuss issues relating to competition in the biologics market. To this end, today we're also announcing that the FDA and FTC will hold a public workshop, "FDA/FTC Workshop on a Competitive Marketplace for Biosimilars" on March 9 at the FDA's White Oak Campus in Silver Spring, Md.

Theagencies will exchange information, when appropriate, about best practices to prevent activities that impede access to samples of the reference product that the prospective biosimilar applicant needs for testing. Additionally, the FTC intends to review patent settlement agreements involving biosimilars, to prevent antitrust violations.

Another key to ensuring that public information surrounding biosimilars and their reference products is communicated in a truthful and non-misleading manner is the FDA's regulation of industry's promotional materials for all prescription drugs, including biosimilar and reference products. Therefore, the FDA is publishing a draft guidanceoutlining its current thinking on presenting data and information in a truthful and non-misleading way about biosimilars and reference products in FDA-regulated promotional materials. It addresses questions companies may have when developing these kinds of materials and provides examples that can help with specific situations biosimilar and reference product companies may encounter.

Availability of this new draft guidance and ongoing collaboration with the FTC is part of the FDA's continuing work to help ensure truthful and non-misleading prescription drug promotion and serves as another example of the FDA's commitment to public health by addressing anti-competitive tactics that aim to undermine confidence in the safety and effectiveness of FDA-approved biosimilar products.

Today's announcements are key deliverables in the FDA's Biosimilars Action Plan (BAP)that outlines four key strategies to accelerate biosimilar competition, including supporting market competition and providing clearer direction to industry on the development of promotional materials for medical products. The FDA is accepting commentsfrom the public on the draft guidance from Feb. 4 to April 6.

Media Contact:Jim McKinney, 240-328-7305Consumer Inquiries: Emailor 888-INFO-FDA

The FDA, an agency within the U.S. Department of Health and Human Services, protects the public health by assuring the safety, effectiveness, and security of human and veterinary drugs, vaccines and other biological products for human use, and medical devices. The agency also is responsible for the safety and security of our nation's food supply, cosmetics, dietary supplements, products that give off electronic radiation, and for regulating tobacco products.

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SOURCE U.S. Food and Drug Administration

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Injured Yellowstone coyote killed after biting cross-country skier; crazy details of earlier attacks – Sports and Weather Right Now

An injured coyote bit a 43-year-old woman cross-country skiing near the Grand Canyon of Yellowstone on Tuesday morning, according to a Yellowstone National Park press release.

Park staff temporarily closed the road in the Canyon Village area where the incident occurred before identifying and killing the coyote, which is being tested for rabies.

Encounters like these are rare, but they can happen, said wildlife biologist Doug Smith in the press release. We suspect this coyote may have been starving due to having porcupine quills in its lower jaw and inside its mouth. Its young age likely led to its poor condition and irregular behavior.

The woman, who is a winter resident of the park, was cross-country skiing on the Grand Loop Road near the South Rim Drive when the coyote came up from behind and bit her on the arm, according to Linda Veress, park spokeswoman. Park dispatch received a call about the incident on Jan. 28 at about 9:50 a.m.

Witnesses took the injured woman to the Canyon Visitor Education Center, where rangers provided initial treatment for puncture wounds and lacerations to her head and arm. Rangers then transported her to Mammoth Hot Springs. From there she continued on to a hospital. The victims name was not released.

Snowcoach drivers in the area had seen a coyote acting aggressively, according to Jeff Henry, a Yellowstone winterkeeper. About 20 people live and work in the Canyon area in the winter, he said.

Yellowstones interior is accessible in winter only via over-the-snow vehicles such as snowmobiles, snowcats or such vans equipped with large tires or tracks.

The incident prompted park officials to remind visitors that wildlife in Yellowstone National Park can be unpredictable. Tourists are urged to be aware of their surroundings and never to feed wildlife. Animals that associate humans with food may become aggressive.

What it did was abnormal behavior for a coyote because humans are not prey to coyotes, Veress said. They normally eat small mammals like rodents and rabbits and a variety of smaller items, but humans are not their prey. Therefore, this is unnatural behavior and a human safety threat, and why it was killed.

Some unusual coyote attacks on humans have occurred in Yellowstone in the past, although the park has no exact number because of inconsistent record keeping.

In January 1990, a 27-year-old Illinois man and park employee was cross-country skiing in Biscuit Basin when a coyote lying along the trail leapt up and bit him on the face. He suffered cuts and puncture wounds on his head, face, neck and hands, but managed to deter the coyotes attack by beating it with one of his skis. Three coyotes were later killed by park officials.

Perhaps the most frightening coyote attack in Yellowstone occurred in November 1960 at Mammoth Hot Springs, when a 1 1/2-year-old baby who had been left in a stroller on a porch in the headquarters compound was attacked by a coyote.

A neighbor saw the assault and swatted at the coyote with a broom. The child received 21 stitches to her face and had bruises on her back and arms, but was otherwise protected by a heavy snowsuit.

For strange coyote incidents in Yellowstone, a German tourist being bitten in October 1992 stands out. The 65-year-old man pulled his car over along Sylvan Pass after the coyote was seen biting at his cars tires, according to a news report of the incident. When the man stepped out of the auto, the coyote jumped in and began eating food on the car seat. The tourist was bitten as he shoved the coyote out of the vehicle.

A study of coyote attacks on humans published in 2009 documented 142 incidents resulting in 159 victims between 1960 and 2006 in the United States and Canada. Most attacks occurred within the western portion of the United States, with 49% of attacks occurring in California and 13% in Arizona, according to the study.

Overall, there were a slightly higher number of coyote attacks on children than adults. In attacks classified as predatory, however, the majority of victims were children. Most of the incidents occurred near the victims residence, with about one-quarter occurring in parks.

Almost half of the victims were engaged in some type of recreational activity, which could make the people look like fleeing prey. That would also explain why the majority of the children victims were attacked while playing in their yard. The next most common type of activity of victims prior to attack was resting or sleeping outside (19%). In 1996, one Yellowstone tourist was reportedly bitten on the foot while napping outdoors with his boots off.

The studys authors pointed to the fact many of the attacks occurred in the daytime, not typically when coyotes would be out hunting, suggesting they had become used to humans and human food sources:

A study of human-coyote conflicts in U.S. national parks also found that aggressive behavior by coyotes was exhibited more often in areas where park visitors were feeding coyotes than in areas where wildlife feeding occurred less frequently.

Earlier this month, two coyote attacks were reported in downtown Chicago, one on a 6-year-old boy. Adaptable and intelligent animals, coyotes have become more common in cities across the United States.

In the wild, coyotes typically eat small mammals like mice and voles. In Yellowstone they are sometimes seen scavenging carcasses killed by larger predators, like wolves and bears. Although mistaken for wolves, coyotes are much smaller, weighing about 25 to 35 pounds and standing only 16 to 20 inches high at the shoulder.

Though coyotes once thrived in Yellowstone, their population declined dramatically with the reintroduction of wolves in the 1990s as a result of attacks by wolves, competition for food and loss of territory, according to park information.

In the wake of the Tuesday assault, park officials are reminding visitors all food, garbage or other smelly items should be packed away when not in use. Visitors are required to stay 25 yards away from all large animals bison, elk, bighorn sheep, deer, moose and coyotes and at least 100 yards away from bears and wolves.

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Injured Yellowstone coyote killed after biting cross-country skier; crazy details of earlier attacks - Sports and Weather Right Now

Finding Humor, Calm, and Joy In Your Busy Life – Thrive Global

Research shows that 55% of who you are in rooted in heredity and genetics and 45% is how you take what you got and bring it out into the world (personalityinsights.com). It is the age old question of nature versus nurture. It is an almost even balance that creates us as humans.

So when I say I came out fun-loving, spacey, funny, whimsical, spastic and a little off kilter, I thank my 55%. I also thank my 45% because I was born into a family that supported these pieces and showed me how to use them to my advantage. I dont have ducks. I dont have a row. I have squirrels and they are everywhere.

Almost my whole lifehas been spent jumping out of the box where funny, spacey and off-kilter isntloved. I have tried to sober up my squirrels so I could be more duck like. Ifelt society liked ducks more because they gracefully stood in rows and hadtheir act together. I looked disorganized, unplanned, a hot mess!

I, now, embrace thisever-glittering piece of me. Check outthese 3 ways to build your own box for the squirrels in your head:

Stanford did a study that humor accounts for a 700% increase in learning among students. So, I may be spacey, but I am smart. Knowing that human behavior is a pattern, I know that my temperament lends itself to being really good with people and relationships. And since 85% of a humans success in life is due to their strong people skills, I have an amazing advantage. Celebrate the strengths. The people skill I am best at is humor. It sets the stage for my interactions, how my day runs, the relationships I make and turn away, and how I look at different situations. What is your best social skill? How can you use it to inform your 85%?

My whole life people have been trying to settle me down, chill me out, meditate me to calmness. It hasnt worked yet! With squirrels in my head, I have found that the typical ways to calm are not for me. I calm by buying junk at yard sales and thrift stores, having lunch with friends, or eating a bagel from my favorite bagel shop. I cant meditate. Well, I guess I could, but I dont want to.

I figured out just the other day that when I participate in guided meditation I use the humor and sass in my head to joke with the guiding voice. Totally the opposite of what is supposed to happen. Find your calm and be confident that yours may not look like someone elses. Be honest with yourself because sometimes the quirks find the calm for you!

I am fast! I am fast at running, thinking, talking, getting mad, eating and even sleeping. My squirrels need it all fast. But often I have to slow down with self-talk. I have to slow my impulses long enough to capture the outcomes of my decisions. My fast pace sometimes ends in sadness and hurt feelings so self-talk is my solution. I remember those hard feelings and make sure they dont happen again and again. Introduce your impulses to your emotions and create self-talk so they can get along.

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‘The Good Place’ Creator Reveals How the Series Changed His Life and What It Means to Be a Good Person – Showbiz Cheat Sheet

The Good Placeis coming to an end after four seasons; the final episode will air Jan. 30, 2020. The NBC show, developed by Michael Schur (also the creator ofParks and Recreation and formerly a writer onThe Office), recently sat down with the Daily Beast to discuss the series finale. Schur admitted that working onThe Good Place, which dives into big, universal questions and mysteries, changed the way he thought about what it means to be a good human.

The Last Laugh host, Matt Wilstein asked Schur on the podcast if working on The Good Place changed his feelings about what comes after death.

I dont know that I had a theory before the show, Schur said of the idea of the afterlife. Hes never believed in one version of it, anyway.

Im not a particularly religious person, he explained. My sort of pat answer for a very long time now has been like, I dont know Who could possibly claim to know?

However, Schur revealed that he has been transformed by the experience overall.

The things that have changed in my personal world view have less to do with what happens after we die and more to do with what matters while were on earth, he said.

Schur says rather than transforming his views on the afterlife, The Good Place altered how he looked at his life and his actions on earth.

The show has given me a better and more clear kind of worldview about what matters. What are the things that we do that we should do? What are the things that we shouldnt do? Why shouldnt we do them or why should we do them? That kind of stuff I think has changed for me.

Schur clarified: Not like, I used to think it was cool to rob banks, or something and now I dont. But: what are the underpinnings of why actions matter or dont matter? Schur credits all the annoying reading he and the writers did. The Good Place writers did a lot of research on philosophy to read in order to inform Chidis character, as well as the overall moral journey of the show.

If you read enough of this stuff and think about it enough, you become Chidi, he said. Schur continued, you become paralyzed by the simplest moral calculation. Still, Schur says the outcome was positive.

That is a joy, he said. That is a really enormous gift that this experience has given to me. Why? Schur explains it gives him purpose. Being a good person, especially on a small scale, often can feel meaningless in the grand scheme of thingsespecially in the trying times we live in. But Schurs philosophy homework paid off:

I feel like Im not flailing around trying to put words or an explanation to what I believe about what humans should do with their time. I now can say, well, heres why! Heres why it matters. Here are the philosophical underpinnings of human behavior and actions and morality and ethics.

Ultimately, Schur is grateful for the whole experience on The Good Place.

We were, in a very rare way, able to execute the show from beginning to end exactly the way we wanted to, he said. So any complaints are entirely my fault.

Schur acknowledged that endings are hard, emotionally. But onThe Good Placeending, he said, I feel good.

We put a lot of time into thinking aboutThe Good Placefinale, Schur shared. It took a lot of hard work. Especially, as he told Wilstein, The Good Place deals with universal truths and philosophical challenges.

The themes of this show are very intense, Schur explained, especially in contract to Parks and Rec. Its not like, I wonder whether Leslie Knope becomes the governor.The Good Placeis indeed after a bigger fish. However, Schur is proud of his writers rooms work on the series finale.

I think we got it right, The Good Place creator said on the podcast. I hope we did. Well find out!

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'The Good Place' Creator Reveals How the Series Changed His Life and What It Means to Be a Good Person - Showbiz Cheat Sheet

New Truist logo revealed this week | Business – NorthcentralPa.com

In June 2019, BB&T Corporation (NYSE: BBT) and SunTrust Banks, Inc., (NYSE: STI) announced Truist as the name for their merger of equals. Just this week the bank revealed its new logo and identity.

When the name was announced in June, TheFinancialBrand.com reported heavy criticism. Some people have said it makes them sound drunk when they say the word, according to an article. Speculation went so far as to suggest the two banks might start from scratch with a brand new identity.

The company persevered, and following the complete merger between BB&T and SunTrust in December 2019, they declared a bold new look and feel with a signature color and modern monogram logo. The visual identity further signals the company's commitment to inspire and build a better future for clients and communities, according to a company news release.

"As a brand, we will innovate and redefine the client experience, making Truist the most client-centric financial services company," said Dont Wilson, chief digital and client experience officer for Truist. "Our visual brand identity speaks to the importance of human touch and dynamic technology in delivering trusted solutions to our clients, and is a powerful depiction of our commitment to building the future of finance."

Building the brand

Truist Purple, the defining color of the new brand, is the combination of heritage BB&T burgundy and SunTrust blue. With the help of human behavior experts, Truist fashioned a signature color that stands out as rich, bold and distinctive, yet warm and inviting, according to the release.

The monogram is made up of two T's that mirror the Truist name and represent Touch + Technology. Beginning with the stable and familiar shape of a square, Truist then rounded its corners to demonstrate the security and accessibility that the digital world of today expects.

"This striking visual expression is not what most would expect from a financial institution, and we're proud of that," said Susan Somersille Johnson, chief marketing officer for Truist. "Our identity is a symbol of the merger of equals between BB&T and SunTrust, which has brought the best of both brands together to build not only a better bank, but a better future for all who engage with Truist."

Now the sixth-largest U.S. bank holding company serving more than 10 million households in the U.S., including local branches in Muncy and Williamsport, Truist says they are building on 275 years of combined history and culture.

In the weeks and months to come, says Truist, clients will soon see more of this bold new look on digital platforms, in branches and out-of-home advertising in Miami leading up to the Superbowl being held there.

For now, Truist says they will continue to serve clients through their respective BB&T and SunTrust branches, websites, mobile apps, financial advisors and relationship managers. The transition to the full Truist experience will occur as systems are integrated over the next 18-24 months.

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New Truist logo revealed this week | Business - NorthcentralPa.com

He ordered coffee while wearing an AirPod. The barista refused to serve him – ZDNet

Some people wear them all the time.

Apple AirPods Pro

Active noise cancellation for immersive sound. Three sizes of soft, tapered silicone tips for a customizable fit. Available at Amazon.

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I'm becoming unreasonably fascinated with Apple's AirPods. And not just because CEO Tim Cook says Apple's wearables are selling in glorious numbers.

Recently, I wrote about how teens are now exchanging single AirPods so that they can have fun with text-and-speech apps during class. (Surely you're trying it in meetings by now.)

This led to one or two readers telling me I was an OK person. Well, OK Boomer to be precise.

I'm still struggling, however, with the whole ethos of these things. And now I've discovered there's an apparent resistance against them in certain businesses.

Chicago-based culinary site The Takeout offered a story that, I fear, will have many AirPod-wearers taking sides.

You see, a reader called Kevin (I'm being unusually hopeful that this person is real) wrote to the site's etiquette columnist -- the much-revered Salty Waitress -- and complained: "Dear Salty, I was at the coffee shop counter, and the cashier wouldn't take my order until I took off my AirPod! And it was only in one ear! Am I the asshole here?"

It was only in one ear, judge. How can anyone be offended by that?

The Salty Waitress was not at one with such a view. She replied, in part: "I am trying hard here to give you the benefit of the doubt. Perhaps you were in the middle of a very important phone call/podcast/guitar riff that could not be paused for the 30 or so seconds it takes to order a cup of coffee. In which case, you very politely step aside to conclude your business and then order your coffee."

Doesn't that seem reasonable? Or have we already meandered most of the way down the route to Santiago de Compostheap, the saintly march of technology giving us permission to be as rude as we like?

I'm in my world. So what is it you want?

The Salty Waitress was undeterred in her resistance. She explained that if Kevin wanted to embrace technology, he could push off to Starbucks or Dunkin', order via an app and pick up his coffee without the burden of any human interaction.

She then warmed to her theme, mustering a fine froth: "Because that's the thing, sweetie pie. THE CASHIER IS A HUMAN BEING! JUST LIKE YOU! Their role in your life may be temporary and functional, but they've got feelings and hopes and dreams and aspirations. And like you (probably) they would like your full and undivided attention while you ask them to perform a service for you."

She explained that this is true for all service workers and should, indeed, work both ways. I was glad she said that, as I've had two visits to AT&T stores where the salespeople were wearing a single AirPod and listening to their own music.

Worse, I recently happened to be in a lovely Miami hotel, the Marlin, where one of the reception staff had two AirPods in at all times. I have a feeling it wasn't to receive messages from the manager.

The Salty Waitress wasn't just explaining the basics of human behavior. She added that one of the reasons to take your AirPod out is to ensure your order is taken accurately.

Naturally, her expressive defense of actual human behavior led to a spirited discussion. Many didn't take her side. They explained one has no idea whether Kevin was listening to anything at all. Some people, after all, wear their AirPods all the time, as if they're mere tasteless earrings.

Some added that the barista may have no idea whether this isn't an AirPod, but a hearing aid. As one commenter observed: "The way around it is to assume good intentions and that the person is giving you their attention until they prove otherwise. Then you won't offend someone with hearing problems by making everyone aware of their hearing aids."

Then again, another observed: "Even if your AirPod/earbud is turned off, it looks like you aren't listening to the person you are interacting with."

I fear this isn't the last time AirPods will cause controversy. Wearing them often demands a certain adjustment in others.

Why should others, though, make that adjustment?

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He ordered coffee while wearing an AirPod. The barista refused to serve him - ZDNet

The Human Screenome project wants you to share the use of your smartphone – Mash Viral

Vadymvdrobot / 123RF

You almost certainly saw her on YouTube. Noah takes a picture of himself every day for 20 years (5 million views) Portrait of Lotte, 0 to 20 years (10.9 million views) Married at 12 I took a picture every day (To an astonishing 110 million views.) Even Homer Simpson and Peter Griffin from Family Guy parodyed the format. In times of selfies and ubiquitous smartphone cameras, this increasingly popular genre of time-lapse videos depicting the aging process allows people to document their experiences in a typically modern way that was almost impossible a few decades ago would.

But what if the bigger story wasnt the changing facial features of a YouTube star, but the fact that millions of us would spend minutes of our day watching it? Maybe afterwards we tweeted a link to the video we just saw. Or sent it to a friend on WhatsApp. Or we started the camera app on our own smartphone and started creating our own version. Or we just forgot what we just saw and played a quick game on Mario Kart Tour.

In a world where we live digitally, the way we consume media on our screens (and especially on our smartphones) could turn out to be the most profound way to document life in 2020. At least this is the idea of an ambitious new initiative called the Human Screenome Project. The new mass data collection, created by researchers at Stanford and Penn State University, prompts users to share information about everything they do on their smartphones.

Special software developed by the project creators takes screenshots of these mobile devices every five seconds they are active, encrypts them, sends them to a research server, and then uses artificial intelligence algorithms to analyze exactly what is important , The researchers want to create a multi-dimensional map of the changing digital life of people in the 21st century. They give a brief overview of the changes over the course of days, weeks, months and possibly even years and decades.

The digital media environment has made so much progress in recent years, Nilam Ram, professor of human development and psychology at Penn State University, told Digital Trends. We dont have a good idea of how people use their devices and who theyre exposed to. Usually, screen time research studies are based on self-reports of how long people have been using social media for the past week. Its a really complicated question that people have to answer. The evidence suggests that people underestimate or underestimate their own engagement by a few hours.

According to Ram, the project stems from a seven-year chance meeting between him and Byron Reeves, a professor of communication in Stanford. Reeves was interested in the media and its effects on people. Ram was interested in time series data for the behavior. A type of behavior analysis that works with regular data points that are collected in chronological order. This can be used to study and predict things about individual behavior.

First, the two set out to research multitasking. They developed software that enabled them to determine how quickly students switched between tasks while working. They found that they would change windows about every 20 seconds. It was faster than anyone thought at the time that someone was going from task to task, said Ram. From there, we developed software that made this possible on a smartphone.

(embed) https://www.youtube.com/watch?v=GeJAkkXYIV8 (/ embed)

They thought that this would be a natural extension of their multitasking work. However, when a small group of students first came into data flow, they found that they had drilled a much deeper well than they thought. When we started looking at time-lapse footage of what people were actually doing on their phones, we found that there are so many different types of human behavior that are expressed here, said Ram. That could be a commitment to politics, mental health, social media, interpersonal relationships and climate change. We can see things like the gender distribution of faces that people look at on their cell phones, the racist distribution of these faces there is so much wealth in it.

If this sounds like it is too much for a couple of researchers to look at, you are absolutely right. The hope is that the Human Screenome project the name of which alludes to the previous Human Genome project will create an extensive shared database of information that is also available to other researchers. This will be a partially ongoing user survey (though without users having to actively answer questions) and a partially historical artifact, such as a digital mass observation project. The potential value of such an archive could be immense. Some researchers could use it to track the rise and fall of memes as they appear, flourish, and disappear in the cybernetic ether. Design students could use it to investigate how changing user interfaces of apps affect transitions in this particular area. Others may use it with referenced information to investigate the potential health effects of social media. Or how the screen time affects the concentration.

The idea of the human genome project was that if we could map the human genome, the way we deal with and treat diseases would change, said Ram. I think it did. In a way, were trying to make the same theoretical leap by saying that the human screenome changes the way we think about digital media and how it affects people if we can map it.

But is such a project feasible? The same thing that makes it so exciting from a research perspective also poses challenges. In short, as Apple co-founder and former CEO Steve Jobs predicted back in 2007, the smartphone has become a consolidation of all the devices that we once carried around. Its our laptop, our personal organizer, our portable music player, our GPS system and much more.

Because a smartphone requires physical user interaction and millions of apps available, it is a much more dynamic media environment than its predecessors: living room television with a choice of channels. Smartphones are the epitome of what media theorist Marshall The medium is the message, which McLuhan would have described as expanding ourselves. However, this makes them as personal as few other devices do. Allowing researchers to see everything you do on your smartphone is just a step too far for some users.

Still, Ram is confident that this wont apply to everyone. In general, when we talk to attendees, we find that they know that their data is regularly collected by big data companies, he said. It is used in a way that they have no control over. They seem to be aware of this and are enthusiastic about the possibility that this data can be used instead for research purposes to understand human behavior.

The Stanford Screenomics Lab has currently collected over 30 million data points from more than 600 participants. Although it has not yet opened its platform to those who want to get involved, Ram hopes that the number of users will eventually be able to scale that number to far more epic proportions with multi-year user contributions.

And what if smartphones are finally giving way to another dominant technology? (This is something that could) go on forever, said Ram. (This means that it has to look different) when screens change from separate devices to devices that are somehow embedded, whether its a chip or a Google Glass-style advancement. We want to share our data collection paradigm with evolving the advent of these technologies.

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