Churchill Supernova 2008

People: What we know and what it means

….to us and to them

Elizabeth F. Churchill, Yahoo! ResearchSupernova June 2008

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Three points (1): People

People are endlessly creativeFew tools are good at complex knowledge sharing

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Three points (2) : Technology and people

Most of most people’s time is spent offline

Applications and services are only part the picture; information finding is emotional as well as practical, it

has meaning for people

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16 million Americans$1 billion per year

Ads, subscriptions and services

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Breaking down the dating cycle

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Breaking down the dating cycle

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Breaking down the dating cycle

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Three points (3) - Data about people

Get data in the large and in the smallQuantitative data over large groups tells you what, where,

perhaps how and who (but note privacy issues)Qualitative data can tell you why

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Example 2

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Flickr – Photo sharing distribution

Flickr Photo Sharing Distribution

8.0%2.4%1.4%1.2%1.2%1.2%1.4%1.8%2.3%4.1%

15.2%

59.8%

0%

10%

20%

30%

40%

50%

60%

70%

None0-10%10-20%20-30%30-40%40-50%50-60%60-70%70-80%80-90%90-100%

All

Percent of Photos Publicly Shared By User

Percent of Users

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Flickr – Photo sharing by user location

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Thanks!

For more information please email Elizabeth Churchill at echu@yahoo-inc.com