The main difference between what I'm going to be doing and what I am doing—what exists now—is that the apps to track calories or to do some other stuff, such as motivate people to exercise by measuring their goals, as in making them commit to probably a weekly goal and track it, might not touch what is important to the person.
What we're doing differently is that we want to study the human being and understand the person's behaviour—the behaviour of either the group or the individual—to understand what is of interest to the person.
One of the models we have is trying to understand the eating behaviour within a group. We want to understand the determinants of eating behaviour. What is interesting is that we found that what motivates that group of people is gaining weight. What we want to do is to motivate people along the lines of their interest. We're building the model primarily based on behavioural change theories or health theories. It's going to be different from what you see outside, because it's going to be practically based. It will be based on how behaviours are formed and how they can be changed. You'll be using something that is motivating to yourself personally and that talks to your own particular need.
Most of the apps out there are generic, aren't they? I just use it for me; it doesn't do anything to me. It doesn't even act on what I believe. However, if what motivates you is the probability of gaining weight, whereas another person cares a lot about disease and some other person cares a lot about the physical outlook, if I want to talk to you, I'm going to project the outcome of your behaviour based on what is of interest to you. That is the trigger; that is what makes the magic.