By Olivier Oullier Mar 2, 2017 12:11 pm ET – Olivier Oullier, Ph.D. (@emorationality), is a neuroscientist and was global head of strategy in health and healthcare at the World Economic Forum. He is a professor of behavioral and brain sciences at the University of Aix-Marseille, France.
These industries are building on decades of research into consumer behavior. Wal-Mart, Amazon and other dominant names not only understand our needs better than the competition, but they create new needs that are hard to resist. Instead of relying—as health care often does—on observation, interviews, questionnaires and patient satisfaction surveys—the consumer industry looks at behavioral and data science to improve its reach. Consumer companies avail themselves of psychology, anthropology and even neurotechnology, ironically using medical principles and equipment to influence our behaviors in a way the medical world is not.