The Social fMRI: Measuring, Understanding, and Designing Social Mechanisms in the Real World

Abstract

A key challenge of data-driven social science is the gathering of high quality multi-dimensional datasets. A second challenge relates to design and execution of structured experimental interventions in-situ, in a way comparable to the reliability and intentionality of ex-situ laboratory experiments. In this paper we introduce the Friends and Family study, in which a young-family residential community is transformed into a living laboratory. We employ a ubiquitous computing approach that combines extremely rich data collection in terms of signals, dimensionality, and throughput, together with the ability to conduct targeted experimental interventions with study populations. We present our mobile-phone-based social and behavioral sensing system, which has been deployed for over a year now. Finally, we describe a novel tailored intervention aimed at increasing physical activity in the subject population. Results demonstrate the value of social factors for motivation and adherence, and allow us to quantify the contribution of different incentive mechanisms.