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Data Driven Innovation project (aka #DATASS)



Creative director


Dataviz and graphic designer


Innovation consultant


Media researcher


Every day the (Dutch) media is confronted with the huge impact of increasing digitization and datafication on the industry.  The transition from analogue (broadcast) to digital (Over the Top) networks means that people can watch video at any desired moment from every desired device and enables companies to truly interact with the viewers. These interactions produce data. These data could be used to learn more about the viewer or produce new sorts of services, however these opportunities often remain unused or pushed to the backburner. The challenge for us is to Develop one or more ‘live’ data based media concepts that can strengthen or even replace video. Discover which new interactions we can create during live programming (in a stadium or streaming) that creates new (commercially interesting) data on the viewers.

Sprint 3 // Break up/Love letter

Dear Netflix, I have a confession to make. I think I’m in love with you…

When taking a closer look at the survey we did in sprint 1, we found out that there’s a fine line between good and bad personalization. People either feel scared and annoyed, or surprised and curious when they incur in new personalized experiences. Most of the times it depends on the company that is suggesting it. Some personalization is actually good, while other suggestions are not even close to what you are looking for.

We wanted to get a more detailed answer than the ones we got in the survey. That’s why we tried a new method: The Break up/Love letter. We wanted to find out what people like or don’t like, love or hate in personalized services. Instead of doing deskresearch, we wanted to dive into people’s minds. We asked them to write a love/break-up letter to their most used personalized service. Through writing the letter, we gain insights into their perceptions by provoking feelings of admiration, appreciation, frustration or aversion based on real-life experiences and interactions

We got some pretty great letters! We want to thank everyone who participated and made us laugh, cry or both at the same time. Here’s a collection of some of our best answers, enjoy!

“Dear Netflix, I have a confession to make. I think I’m in love with you. […] You always show me new things and there hasn’t been a time that I didn’t like your suggestions. You have opened my eyes to a whole new world of things.”

“Dear Spotify, nothing ruins my Saturday night dance party like the sound of some baby laughing right before ‘It’s raining men’ starts. Yes, I am a young woman of child bearing age. But I’ve been watching videos with you for years, you should know me better by now!”

“Dear Google, I love you for how you tell me when I´ll be arriving home before I need to ask you for it, or how easy you can guide me to places I´ve never been before. […] Even if you make business selling to others my most private info and dirtiest secrets, I really appreciate how helpful you are to me.”

“Dear Facebook I hate you for suggesting me marriage consultants after changing my status from married to nothing.”

“Dear Youtube, you used to be good, different and personal […] At least, that was until a couple of months ago. It was just another night of checking out videos, but this time I did so with the children of my neighbours, which I take care of sometimes. With them, I started checking videos of animated rabbits. It was a fun, easy night but since then, every time I go on YouTube, the first suggestions that I get is always about animated rabbits.

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