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 Bar Ruby Tuesday’s – American Cuisine-Bar Jack in the Box – Fast Food The Bamboo Club – Asian Cuisine Mill Cue Club – Bar and Billiards Zuma Grill – Chicken and Grill Slices - Pizza Bison Witches – Sandwiches My Big Fat Greek – Greek Cuisine La Pita – Middle Eastern Pita The Library – Bar and Grill Hooters – Hamburgers and Chicken Wings Owl’s Nest – Bar and Grill Suite 301 – Bar and Grill RA – Japanese Sushi Corleone’s – Philly Cheese Steaks Rula Bula – Irish Pub Boxty House Restaurant – Irish Home Monti’s – Steaks Mill’s End – Coffee and Snacks Quiznos – Sandwiches Café Boa – International Cuisine The Tavern – Bar and Grill Marguerite Rocks – Mexican Cuisine Silver Mine Subs - Sandwiches Coconut Club – Bar and Grill Med Fresh Grill – Turkish Cuisine Taco Del Mar – Fish Tacos Fat Burger - Hamburgers Rolerz – Iced Drinks Starbucks – Coffee Gordon Biersch – International Cuisine The Loft – Bar and Grill Cold Stone Creamery – Ice Cream Z Tejas – Fine Mexican Cuisine Coffee Plantation – Coffee Drinks Fat Tuesday’s – Bar and Grill Pizzeria Uno – Italian Cuisine Islands - Hamburgers Grilled Expeditions – International Cuisine PF Changs – Chinese Cuisine Sahara – Middle Eastern Cuisine Long 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 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 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… Soldier Analyst Doctor Pilot Policeman Decision-making paralysis, over-analysis, confusion and shutting down… are all hallmarks of information overload…

Culinary Intelligence Dave Warner, M.D., Ph.D. MindTel-ASU Study - 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.