, Art Markman, UT @abmarkman Human nature is to game the system--there will be a certain percentage of people who cheat. Easy to engage with fitness briefly: can we bring long term benefits into short term environment, so we can see changes sooner rather than later? Sharing info with doctors and personal trainers is important, because they can truly hold you accountable for behavioral change. Easy to tell yourself you're going to skip a workout--not as easy to tells a trainer. Would be great if plugging in data could spit out info on the level of a trainer. Little bit of error compounds over time. Reported data is not enough to give good advice; need to connect information with a trained person who can observe you and the behavior and the data, and recommend accordingly. Apps provide info about the process of living day to day life. Can people make privacy decisions ONCE and not have to keep doing it--universal profile? Martha Wofford, Aetna/CarePass @marthawofford May be moving towards an incentive model--but it will be on the back end, and through employers. Seeing it already with smokers, and it will be interesting to see if it happens with activity, too. Friction plus another element--social accountability--makes you change behavior. Not dialed in enough in the near term to help people with personal recommendations, but integrating the data from sensors with EHR and making it make sense is in our future...whether it's 10 years or 2-5. We can start to get better info when we integrate data, but we're not close to that yet. How do we create ways for people to share what they want to share with who we want to share it with? Tim Roberts, FitBit @timroberts Incentives happen through corporate wellness programs; individuals who purchase them sometimes bring their own motivation. People get different value out of the experience at different times--out of the box. S. 3 months in vs. 4 years later. Don't have to use the product continually to make life choices as a result of the experience. Data collection is important, but insufficient--if you can't interact and understand yourself through it, it doesn't do you any good. Passive data collection doesn't inspire action unless you're reminded, e.g with something on your wrist that creates (literal and) metaphorical friction. The fact that you have to order, purchase and invest in a device makes a difference. The more friends you have online, the more likely you are to be active. Think about how long it has taken for music services to make appropriate recommendations--recommendations that are meaningful, insightful and high-confidence are hard to come by. People who use their phones for passive tracking record less activity than people with a wearable device. Sharing is radically different depending on the type of info: steps are different from weight. I might share steps with everyone, but weight only with strangers with similar goals. Preferences are complex to deal with, and people aren't likely to spend a lot of time/effort tweaking them. I typed this with mah thumbs.