Real-time marketing exposure

by Legacy / Thomas Kirchner

Individual mobility patterns for quantification of real-time exposure to point-of-sale product marketing.

Health-related behaviors occur as part of a much larger socio-ecological context that unfolds dynamically over time. Near universal penetration of mobile devices provides a platform for studying the link between contextual circumstances and corresponding behavior across both time and place. Yet direct measurement of this link remains a difficult challenge. Despite a substantial literature on point-of-sale retail surveillance methods, no systems exist for objective quantification of the way individuals come into contact with the retail environment as they move through the world. Doing so requires a multi-tiered approach that integrates both individual geo-location data and comprehensive community-level information about point-of-sale tactics.

OpenPaths data from New York and Washington DC will be linked to corresponding data on the location and nature of product marketing (tobacco, food, beverages, alcohol) across these cities.

Confidentiality will be protected at all times and potential risks minimized systematically. Internet data transfers will be based on a session ID unique to the user and the date and time of access. All information collected via the Internet will be kept secure in transit using the Secure Socket Layer (SSL) Protocol, the same technology used to encrypt credit card numbers during transmission over the Internet. All data will be stored in a database subject to both physical and electronic protection. Only the PI and Internet Systems Lead will have access to the web-server via a confidential username and password. Legacy has stringent privacy and security policies which include a comprehensive privacy policy, strong encryption used in the transmission of all health related information, electronic access controls on all personally identifiable information, and industry standard network protection and intrusion detection.

Data Safety: A full IT department supports a secure network with central storage, multi-layered security, and redundant levels of backup. Data are maintained across 30 servers, which require strict authentication and sit behind industry standard firewalls. Comprehensive disaster recovery preparedness protocols include 2 offsite replication offices with real-time data synchronization. All study personnel have received certification in human subject protection from the NIH Office of Human Subjects Research.

We are an academic group and will publish all findings in peer-reviewed scientific journals. We will also disseminate findings via presentation at national conferences.