In science, the “Observer Effect” refers to changes that the act of observation causes to a phenomenon being observed. Today we are the subject of countless daily observations by institutions from local to global, as our traces are recorded, analysed, and in some cases, fed back to us as suggestions anticipating our desires. Although appearing tailored and customized to ourselves, these suggestions are in fact based partly on all traces of the hidden market-segments into which we are categorized. We change the group and the group changes us, while society’s realities fragment into pre-selected clusters. As our own reality is shifted, to what extent can we trust what we experience? This catalogue explores these issues – get to know it as it gets to know you.