Internet of behaviours

What do customers really want? Steve Cassidy examines the technology that could point your business in the right direction

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We’re only just buying into the internet of things – do we have to invest in a load of additional gadgets for another new internet? 

Fear not – the internet of behaviours isn’t a network in its own right. Rather, it’s a targeted business tool, which piggy-backs on the existing internet of things. The idea is to use smart sensors and appliances to collect data, then combine that with behavioural science and edge analytics to illuminate the ways in which your customers reach buying decisions.

Is this about “nudging” customers towards profitable behaviours? Because that raises some ethical questions. 

I fully agree that data-driven behavioural science needs to be handled with care. But this particular mash-up of economics, psychology, statistics and technology is actually quite respectful of the customer. Rather than trying to manipulate people’s desires, or push them into behaving in a particular way, it’s more about collecting and analysing low-level information to come up with an offering that better matches their needs.

That still sounds a bit creepy, don’t you think? 

It’s understandable if you’re suspicious of any type of customer targeting. It’s impossible to surf the web nowadays without being pestered with unwanted promotions and customised clickbait. Social media sites exploit data to bring out the worst in human nature (