Supermarkets have been gathering data on our purchases for a long, long time. They just haven't found out how to implement their ideas and send us specially targeted ads that should catch our interest according to our shopping patterns.
Of course, gathering the data is the easy part: every day, we are corporation's willing test subjects. The hard part is finding the patterns. Not only do computers have to search through thousands of possible patterns, but there are so many complexities involved that could throw the computer off track and give researchers the wrong idea. It is the job of researchers to find these complexities and teach the computer what they mean and how to avoid them. Or, they could send the computer on a hunt and learn a thing or two about us from it!
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