Culinary Intelligence: Fusing Data Sets to make

Complex Information Actionable

Dave Warner, M.D., Ph.D.MindTel, LLC. & Arizona State University

Mill Avenue – Between Apache Blvd. and Rio Salado

Fusing Data Sets

to make

Complex Information Actionable

43 Restaurants on

Mill Ave in Tempe, Arizona

Culinary Intelligence…

The challenge…• To illustrate how to integrate massive amounts of

complex data into a system whereby one can make rapid high-confidence decisions about where to eat.

– Can we identify replicable processes that facilitate rapid decision-making?

– Can we find mechanisms for determining and articulating what factors are important to decision-making from massive amounts of complex data?

– Can we figure out how to portray this information to the human system in ways that minimize decision-making pathologies (paralysis, over analysis etc)?

Chili’s – Mexican Cuisine

Chili’s - Mexican Cuisine and BarRuby Tuesday’s – American Cuisine-BarJack in the Box – Fast FoodThe Bamboo Club – Asian CuisineMill Cue Club – Bar and Billiards Zuma Grill – Chicken and GrillSlices - PizzaBison Witches – SandwichesMy Big Fat Greek – Greek CuisineLa Pita – Middle Eastern PitaThe Library – Bar and GrillHooters – Hamburgers and Chicken WingsOwl’s Nest – Bar and GrillSuite 301 – Bar and GrillRA – Japanese SushiCorleone’s – Philly Cheese SteaksRula Bula – Irish PubBoxty House Restaurant – Irish Home

Monti’s – SteaksMill’s End – Coffee and SnacksQuiznos – SandwichesCafé Boa – International CuisineThe Tavern – Bar and GrillMarguerite Rocks – Mexican CuisineSilver Mine Subs - SandwichesCoconut Club – Bar and GrillMed Fresh Grill – Turkish CuisineTaco Del Mar – Fish TacosFat Burger - HamburgersRolerz – Iced DrinksStarbucks – CoffeeGordon Biersch – International CuisineThe Loft – Bar and GrillCold Stone Creamery – Ice CreamZ Tejas – Fine Mexican CuisineCoffee Plantation – Coffee DrinksFat Tuesday’s – Bar and GrillPizzeria Uno – Italian CuisineIslands - HamburgersGrilled Expeditions – International CuisinePF Changs – Chinese CuisineSahara – Middle Eastern CuisineLong Wongs - Chinese

43 Mill Avenue Restaurant Locations

What we need to understand…• How do the best among us make these kinds of

decisions…– Does the thought process we go through influence the speed

and quality of our decision-making?• How we perceive and process information…

– Do the ways in which the information is displayed influence the speed and quality of our decision-making?

• How can we display or portray massive amounts of information in ways that accelerate our ability to achieve high quality decisions?

• Can these processes and tools be integrated and automated in ways that improve the speed and quality of our decision-making?

Mill Avenue Image Storage

Mill Avenue Demographics• ASU Student• ASU Staff• Local Resident• Local Business Employee• Local Government Employee• Local Professional• Out-of-Town Professional• Tourist• Vagrant• Other

WiFi Hotspots

Classes of information that might matter…

Reporting• Official Reporting/time

– Health reports– Construction records– Licensing data– Inspection data– crime

• News Reporting/Reviews/time– Trade journals– Popular Media

• Blog Reporting/time– Mavens– Self appointed experts

• Self Reporting/time– Menus/price– Daily Specials – Promotions– Food Logistics/Freshness/

Delivery times

Visual Information/time• Pictures

– External, Internal, Satellite,– Setting, people, food,

entertainment– Multispectral– Hyper spectral– IR (Hotspots)/Kitchen/food

• Renderings– 3D Lidar High Definition

Audio Information/time• Noise levels/time

– Internal– External

• Noise types/time– Crowd, Music, Male, Female,

other environmental noise (traffic, trains etc.)

Mill Ave – EMF Readings

EMF Readings• Mill Avenue EMF scan• University Avenue• east side 0• west side 1• thru crosswalk 0•• 7th Avenue• east side 1.8• west side 4• thru crosswalk 4• 6th Avenue• east side .6• west side 2• thru crosswalk 4• 5th Avenue• east side 1• west side 2• 10 in middle of intersection• 4th Avenue• east side 0• west side 0• thru crosswalk 0

• Elevated location reading• Cricket Cellular 414 Mill Avenue, Suite 119• 15 at store window / 3 at sidewalk• Courtyard Shops (adjacent to Cricket Cellular)• 2.5 (average) on sidewalk in front of building• Cold Stone 510 Mill Avenue• 2 along sidewalk• Cookiez (adjacent to Cold Stone)• 3 along sidewalk• Those Where the Days• 8 along sidewalk• Old Town Books• 10 along sidewalk• Mood Swings• 2 along sidewalk• Fat Tuesdays• 2 along sidewalk• Chester's Harley Davidson, Suite 120 and adjacent

empty suite 125• 4 along sidewalk

Affymetrix Chip Food Analysis

Green = Cy3

Red = Cy5

Yellow = both

Black = none

= chicken + salmonella?

Classes of information that might matter…

Kinesthetic Information• Textures and Texture variance• Architecture• Physical cleanliness• Physical orderliness• Proximate parking

Emotional Information• Neighborhood • Coolness• Popularity• Exclusiveness• Newness• Quality• Chef Quality• Wine List Quality

Olfactory Information• Affiliate Aerosols

– Internal– External

• Proximate Aerosols– Positive– Negative

Geospatial Information• Location-Location-Location• Proximity to other things of interest• Traffic analysis

Personal Interest Data• Where are my friends?• What do my friends like?• What do I really enjoy doing

before/after eating?

Perimeter Security

What do we do when we are exposed to massive amounts of complex information…

SoldierAnalystDoctor

PilotPoliceman

Decision-making paralysis, over-analysis, confusion and shutting down… are all hallmarks of information overload…

Culinary IntelligenceDave Warner, M.D., Ph.D.

MindTel-ASU Study

davew@mindtel.com

- Culinary Intelligence is a metaphor for diverse Cultural Reconnaissance with Social Analysis and Interpretation.

- Fusing Data Sets to make Complex Information Actionable.

- Mill Ave Restaurants as a dataset with objective and subjective processes that determine selection criteria.

Conceptual Investigators

• Kevin Baugh• Steve Birch, Ph.D.• Michael Hennig• Bill Rojas, Ph.D.