Skip to content

Digital Twin Insights

Crum gave a salient example at the beginning of the interview about how this all works in concert for a better world, using the construction industry. Did you know that a whopping 40% of work that’s done in the industry is not innovation, it’s “rework;” which essentially is doing work over again, so that you can correct any mistakes. This obviously has a huge impact on crucial environmental factors like carbon emissions. Countries around the world are trying to fight back against climate change, while the U.S. is still one of the top 10 carbon producers. In 2022 alone, the US emitted 4.4 billion tons of CO2. You would think those numbers alone would encourage construction companies to cut down on “reworking” projects to save the planet. However, Crum argues that in order to see real change at the industry level, with decision makers that actually matter, you have to find an alignment of goals. CO2 emissions alone may not push the industry to change its practices, but what about if their bottom line was in jeopardy? Reworking is not only bad for the environment, it’s also bad for business. Environmental issues aside, Crum highlights just how detrimental reworking projects can be on revenue, costs, machines, and essentially, “every part of the things that hit my bottomline.” Fortunately, when we all need the same thing, whether it’s cleaner air or happy clients and consumers, as long as we point our needs in a common direction like revenue, that’s when you see the real change that gives better value not only to industries, but to consumers.

Knowledge is power, right? That’s what Crum believes. Which is why she suggests that we should not keep the advancements of technology tracking users’ experiences a secret. Instead of the Sci-fi thriller concept, that spooks users into thinking “Big Brother/Big Tech ” is watching you for sinister means, make the technology and its use plain, so that users win back their agency. According to Crum, “It’s one thing to know it can be used, it’s another thing to then understand that it’s actually going to give me a better experience. And I get to take advantage of it.” Instead of consumers being lab rats or test subjects for tech companies, they can harness the power of the algorithms and user tracking data to make their experience online and in their physical environment even better.

If there’s one key takeaway from this riveting discussion about us and our relationship to technology, it’s that we’re all remarkably different and tech features like “digital twins” can emulate everything from microbiome, our bodies, or brains. Why? For optimization, of course! The expectation that we require unique tools for our physical bodies to thrive in optimal environments, also carries over to our minds, anatomy and physiology. The advancements we’ve made in technology make it possible, now more than ever, to tailor your specific digital journey to your needs, behaviors, wants and desires. There are devices right now that can pick up on important biomedical data like attention, mood states like depression, while lodged in your ear, which Crum calls, “the window to the soul.” There’s so much data hidden in plain sight in our ears. For instance, when our eyes move, it sends a tiny electrical signal that can easily be picked up by our ears by using an EEG. There is a shift happening, where the work of innovation is being done in the person and the home, and we’re excited to see what that progress will look like for 2023.


  • Seth Adler

    Seth Adler heads up All Things Insights & All Things Innovation. He has spent his career bringing people together around content. He has a dynamic background producing events, podcasts, video, and the written word.

    View all posts
  • Poppy Crum

Related Content


More Related Content


Leveraging Foresights to Drive Brand Goals

Doug Healy, Senior Director, Consumer Insights – Gatorade, PepsiCo, held the session, “Global Might for the Local Fight: Forward Thinking in Brand Str…

consumer trends

Driving the Sustainability Message Home

Justin Coates, Head of Global Market Research & Consumer Insights, Eastman Chemical Company, knows a thing or two about sustainability and the role in…

consumer insights

Leading Insights Through Change

Elizabeth Oates, Vice President, Consumer Insights, Ulta Beauty, spoke at TMRE at two sessions: “Leading High-Performance Insights Teams Through Chang…


Preparing for Future Trends

In “How to Apply Future Trends to Your Business Today,” TMRE keynote presenter Sheryl Connelly, Global Consumer Trends Expert & Former Chief Futurist…


Setting the Stage for the Future of Insights

Setting the stage for insights into 2024 and beyond, All Things Insights’ Seth Adler had a chance to speak with Oksana Sobol, Senior Director, Insight…


Optimizing the Mind to Fuel Creativity

The unconscious mind is more powerful and active than we ever imagined. Knowing that, how can we optimize ourselves for success? At this year’s TMRE,…

predictive analytics

Navigating the Future Through Trend Mapping

Trend mapping is one of the more known strategic foresight methodologies, but one that is a key system to identifying and tracking trends in the marke…


Charting A Sustainable Way Forward

Call it an eco-awakening, as more global consumers gravitate to sustainable products or at least indicate their growing awareness and even desire for…

data analytics

Unifying Data Analytics and Insights

To be human or not to be human? That is a relevant question in today’s technology-driven society, and one we posed when thinking about unifying data a…


Using Insights to Predict the Future

A key component of any marketing strategy is to think about and plan for the future. Despite constant macro and micro disruption, marketers can still…

media insights

2023 Outlook

Known uncertainty. We enter 2023 with some of the most known uncertainty of our lives. Going into 2019- certainty. Going into 2020- certainty-albeit m…


Media Past Is Media Prologue

“Whatever the modern technology of the day, it was a force for disruption, it was a force for change, and it was a force for enchantment, joy, and lea…