Incorporate Psychology with Big Data Analysis! Kyushu University and Fujitsu Seek to Realize a More Prosperous Society

Incorporating human psychology into the analysis of big data

Today, big data has become closely related to people's lives. A wide variety of data is gathered for analysis in the course of our activities every day.

For example, the point cards that shoppers present at checkout counters contain purchase history data, while IC train and bus cards store transportation history data. In other words, data on the outcomes of people's behavior is already being collected in a relatively simple way in some areas of our lives.

However, not much effort has been made so far to gather data on the psychological aspects of behavior, to analyze how people think about things and how they will act in the future.

If we can analyze human incentives and psychology to predict behavior and attitudes using a data-based model, various new possibilities arise. For example, if we can predict how the spectators at an international sports competition will think and act when their team wins, we will be able to position security guards in a more effective way.

What is needed today is not the analysis of big data on the results of behavior, but the fusion of human psychology and big data analysis. In order to create a prosperous social system for people based on a new approach, Kyushu University, Fujitsu, and Fujitsu Laboratories have launched a joint research project.

Kyushu University, Fujitsu, and Fujitsu Laboratories working together to support the resolution of social issues

First, we have set up the Fujitsu Social Mathematics Joint Research Unit, operating from within Kyushu University. Our aim is to analyze human incentives and psychology in order to create a model supported by data. Based on the analysis results, the joint project intends to develop a system model for a prosperous society that benefits people. Using this model, we will design mechanisms and systems for a fair and equitable society to visually evaluate the effects on society.

A system model like this makes it possible, for example, to ensure security at international sports competitions, or to identify consumers unconcerned with the appearance of a product who may be willing to buy irregular goods, such as cucumbers that aren't perfectly straight. It also enables operators to design efficient electricity markets, or educators to support learning initiatives based on analysis of pupils' motivation and knowledge. By analyzing human behavior and psychology based on data, we may be able to realize a new, more prosperous society that can better support people in the future.

In order to back up these initiatives, Fujitsu also provides an environment that supports the use of supercomputers via cloud services. What we need to analyze in this project is big data that has been made more sophisticated by including information on human behavior and psychology. Aggregating and analyzing this kind of data requires supercomputers with a high level of computing performance and capability. The advantages of constructing the computing environment via cloud services include taking away the need for installation space.

Through this joint research project, Fujitsu will develop a closer relationship with Kyushu University, so as to promote the exchange of personnel, and support the resolution of a range of social issues. Fujitsu aims to realize a Human Centric Intelligent Society. We believe that collaboration with Kyushu University will bring us closer to the goal of creating a more prosperous society, through the use of human-centric ICT.