The Quantified Self movement began with fringe consumers obsessed with self-measurement, but today’s Internet of Things – with sensors on and inside bodies, connected cars, and smart homes, offices, and cities – is expanding it to include everyone. Moreover, those devices are integrating with each other and with ecosystems mostly established by technology giants, often at the expense of traditional consumer companies. To keep consumer companies in the game, market researchers’ job is to monitor and measure these billions of consumers, and convert their sentiments and preferences into sales. While personal privacy and security fears abound, the same technologies give consumers power to reshape companies and industries.
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