When
detectives begin investigating a crime they often lean on criminal
profiling as a means of finding the perpetrator. “[Criminal profiling]
is not a blueprint, as [the media] often suggests, against which people
can be measured to see how they do or do not fit. It's a list of
suggested behaviors and traits derived from the specific behavior
evident at a crime scene or series of crime scenes that helps to narrow
down leads and diminish the potential pool of suspects.”1
Profiling
has and is being developed in the FBI's Behavioral Science Unit
(Investigative Support Unit). It is used by police departments all over
the country -- especially those with officers trained at the National
Academy -- as a tool in their crime-fighting arsenal. The basic idea
for a profile is to gather a body of data yielding common patterns so
that investigators can develop a general description of an UNSUB
(unknown suspect). Profiling involves the psychology-trained expert
using his or her knowledge in human behavior, motivation, and patterns
of pathology to create a multidimensional report.
With
the recent onslaught of Social Networks we are preparing for a scene
rich with evidence to begin profiling potential target markets for
commerce. This has been attempted using predictive analytics and user
generated content from Social Networks but has often missed the mark.
What I am referring to is the marriage of Big Data Market Research and
Social media profile data. There is a proliferation of data that each of
us unknowingly and knowingly share on social network sites. This data
is littered with pieces of evidence that tell our story; who we are,
what we like, what we dislike, what makes us tick and what turns us on.
All pieces to a bigger puzzle that is us. This data can tell companies
exactly what they need to know in order to sell their products or
services. Highly focused targeting for advertisers, marketers, product
development and research and development. This is not to say that the
content that social network users are creating is of no value but that
the true gold is below the surface.
A
new field of social psychology could emerge. Social networks like
Facebook sit on data that are the fabric of our lives. This data could
be some of the richest information into what each of us really want or
even need. If corporations could begin mining this rich data and couple
it with the already rich market research data that is out there the
social psychologist could begin profiling each of us. Providing valuable
insights and directives. Below are just a few suggestions on how this
new field may prove profitable.
1. Keys to purchasing habits and prediction
A profile is based on the idea that people tend to be guided
by their individual psychology and will inevitably leave
idiosyncratic clues. These clues will better serve advertising
directives including but not limited to the best time, format, medium,
location and content for these ads. As this continues to get more
accurate in its profiling specific and even custom advertising
experiences could become the norm. Ever experience with a down
to delivery.
2. Advancement of new Advertising Methodologies
For
instance, product sponsorships based on individual’s social influence
and profile categorization. Imagine getting paid in cash or free shawg
because you fit a profile for a company and have an above average
influence based on your social network interactions? Teenagers become
walking billboards, and cheap ones at that. With far reaching grass
roots styled effects in their ability to market, promote and sell
products or services. No longer do companies have to lean on Hollywood’s
elite to promote their lines. (Hollywood actually released a film not
to many years ago all about this very thing. The Joneses)2
3. New Business Models/Opportunities - Digital Grooming
Surrounded
by digital content, profiles, categorizations, social clout and
influence new necessities with our digital selves will get put in the
spotlight. Consultants will now work with you to build a better digital
self. It won’t be enough to shave and shower in the mornings in the
privacy of your own bathroom. You will need your digital self to be
cleaned, trimmed and groomed in to not lose the promotion, get an
interview or even keep your job. All this will bring on new ventures,
backed by new technologies to make it easier and efficient to manage.3
These
ideas aren’t new, nor are they far from completion. We are already
beginning to see products that will begin to merge our interaction of
our digital selves and our physical world. How we are viewed, classified
and even profiled will continue to become integral. With it come new
concerns for privacy, civil rights and even discrimination. All of which
will need to be sorted out. Needs for fact checking will long pass by
just being needed for politicians or journalists but your next-door
neighbor and even child or parent, not to mention employer and employee.
With each of these concerns more new opportunities for business models,
laws and enforcing agencies with come as well. Proving Hollywood movies
like The Joneses or even Minority Report closer to realities than not.
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