Shaping the Future of Self-Quantification Research: Strategic Priorities for Marketing and Innovation Management
(A2026-134001)

AUTHORS

Lars Breyer, RWTH Aachen University; Daniel Wentzel, Chair of Marketing, RWTH Aachen University

ABSTRACT

Self-quantification (SQ) technologies have become central to how people monitor and shape various aspects of their daily lives. Research on SQ is flourishing across many disciplines such as medicine, computer science, and engineering. Yet, despite its direct relevance to consumer behaviour, technological innovation, and value creation, marketing and innovation management scholarship has played a marginal role thus far. To address this gap, this work proceeds in three steps. First, we map the multidisciplinary SQ landscape using topic modelling. Second, we evaluate each topic via a two-dimensional matrix, combining topic momentum with expert assessments of disciplinary contribution potential. Third, we will isolate the most promising topics and develop a thorough research agenda, which will provide a structured path for integrating marketing and innovation management into the SQ domain and guide future scientific work.