BIG DATA. INNOVATION. INTERNET OF THINGS. We have all heard these buzz words a million times and frequently see them make the headlines; consumers use the thing, the thing transmits data on the consumer back to the mother ship, company gathers data…but what does that company use that data for? It’s not sinister, Big Brother, or as annoying (ahem, banner ads) as many think. Margret Schmidt, TiVo’s Chief Design Officer and VP of Design & Engineering will openly discuss how data is used for the greater good of the end user. Technology continues to develop at a rapid pace, and ultimately our devices and the companies that design them learn more and more about us. BIG DATA isn’t the scary concept people should fear – they just need help understand the how, why and for what. At SXSWi, Margret will talk to the importance of understanding the consumer through data for good - customization, predictive content and, ultimately, a killer, beautifully designed user experience.