The jury is out on whether the humble analytic for tracking peoples behaviour is dead, but the rising popularity of knowing more about a persons personality, not just their action, doesn’t exactly breed confidence. Cue biometrics.
The search is on to find a uniquely identifying set of characteristics, using technology, not of what you are, but of what you do. The technology profiles how a person interacts with a website or app on their mobile device by analysing things like their typing rhythm, how they hit and release the keys. In addition it measures numerous other data inputs like how they’re holding the phone, their telematic data and even things like social sentiment & regularity from their Twitter feed – it all goes into creating a unique psychometric measurement of who a person is (digitally speaking anyway).
It’s not what you do, but how you do it – this isn’t an eavesdropping technology and when there’s an exception, it’s flagged and because the tech works on all computer, phone models and makes it doesn’t require extra hardware.
It’s the kind of non-invasive verification of peoples behaviour we’ve all been looking for. As well as being invisible, cognitive biometrics is continuous, so the tech is working to check your behaviour.
It could also work with smartwatch, too, which for all intent and purpose is just another sensor collecting data.
It’s part of making people aware of their own context using smart technology, passive data collection and ai. And when that happens, the personalisation revolution can begin.