Navigating the Information Deluge with Intelligence Profiling

Now, there is, actually, an era of information overload. Experts warn that the volume of data and content exceeds our cognitive capacity. As one Rensselaer researcher notes, “we are exposed to an unprecedented amount of data far beyond our ability to process,” leading to decision paralysis, stress, and even an estimated $1 trillion global cost in lost productivity (Malatino, Daryn). In practical terms, most people now only read or pay attention to the smallest fraction of what’s available – typically what seems immediately relevant to them or their loved ones. This self-filtering is natural, but it may also be idiosyncratic. For example, a recent workplace survey found 80% of workers admit to chronic information overload, with over 35% saying it harms their performance (Daryn). Clearly, “data smog” is real and dangerous, affecting personal well-being and society at large (Malatino).

At the same time, the amount of information created each day is staggering. In 2023, the world generated roughly 120 zettabytes of data (about 337,000 petabytes per day) (edge delta). With 5.35 billion Internet users globally, that’s nearly 16 terabytes per user per day of new content! Video has come to dominate this explosion: by one estimate, 82% of all internet traffic in 2022 was video (Lukan). On average, adults now spend 7–8 hours per day online, far above a decade ago (US Media, Lukan) . In the US alone, total digital media time is expected to reach about 7 hours 58 minutes daily by 2025, overtaking traditional TV (which is under 3 hours by then) (US Media) In sum, people today are bombarded with text, images, speech and video across multiple channels at all hours. This avalanche of multimedia content reaches every dominant mode of our consciousness simultaneously, contributing heavily to information saturation and cognitive strain.

The shifts in media consumption illustrate this overload. Digital and especially video media are surging, while older formats decline. For example, U.S. adults now spend ≈4 hours per day on digital video (streaming, social platforms) compared to only ≈2½ hours on traditional TV (US Media). Overall time on digital platforms (social media, websites, games) is projected to be 8 hours daily by 2025 (US Media). In other words, a typical person’s waking life is nearly saturated by digital content. Each medium taxes different cognitive faculties:

reading engages logical and language centers,

audio appeals to auditory and emotional centers, and

video/graphics flood sensory and integrative centers simultaneously.

The result is that our brains are operating at or beyond their saturation point much of the time, explaining why many feel “cognitively overloaded” (Malatino, Daryn).

Filtering the Noise with IPER Typology /Intelligence Profiling

One promising approach is intelligent filtering of information by cognitive style. The newly proposed IPER intelligence typology suggests that people naturally process information in one of four dominant modes: Homo Intuitivus, Rationalis, Ethicus, or Practicus (Buran et al). In practice, content meant for one type (say, highly analytical “logicians”) may feel like noise or even flattery/hallucination to an intuitive or ethical thinker, and vice versa. In fact, the IPER authors observe that “people perceive information differently depending on their intelligence type”. This means a blanket flow of undifferentiated information wastes mental effort: each person ends up ignoring or misunderstanding large swaths of content not tuned to their style.

Using IPER to profile each reader or user could dramatically cut this noise. Tailoring messages to cognitive type would make information far more relevant and digestible. According to IPER research, such profiling can “significantly save time, money, and mental load” (Buran et al). For example, an intelligence-aware interface or communication style can reduce misinterpretation and “hallucinations” by up to 40%, speeding onboarding and training by roughly 20–30%. In practical terms:

• More Accurate Communication: Content framed in a person’s preferred logic/emphasis leads to faster understanding and fewer repeated clarifications.

• Time Savings: Training and learning can become 20–30% faster when material matches the learner’s cognitive profile.

• Lower Frustration: Users feel understood and empathized with; churn and support requests drop (by as much as 40% in some case studies).

By contrast, ignoring cognitive diversity means many people are essentially forced to sift through irrelevant “data smog.” Preliminary IPER-based models suggest that if every person filtered out the content not aligned with their profile, the effective volume of noise could drop by a similar factor (for example, from 67% noise to 33% noise, see illustration). While the exact reduction depends on implementation, the principle is clear: intelligence-typing is a filter on the data deluge. In corporate and AI settings, this idea is already bearing fruit: adaptive systems that tailor tasks and messages to user style have cut support and correction costs by tens of percent (Buran et al).

The IPER methodology emphasizes that intelligence types are real and measurable. It builds on established neuroscience and psychology (e.g. Jungian cognitive functions and behavioral attitudes) to create a comprehensive, four-part model (Buran et al). In IPER, for instance, Homo Ethicus (the “ethical” type) values harmony and personal connection and excels in social contexts. By contrast, Homo Rationalis thrives on formal logic and abstract problem-solving. When we consciously identify these styles (our own and others’), we engage in a form of metacognition that has profound benefits. Just as paying attention to how we feel or where we focus can improve personal decision-making, being aware of our intelligence style can guide us to the information we truly need.

Conscious Awareness and Survival

Why does this matter so much? Human cognition itself evolved under survival pressures, meaning we are wired to respond only to signals that we can integrate meaningfully. Studies of brain evolution and psychology note that many consciousness functions (like intuition) developed as survival mechanisms: individuals able to detect subtle patterns or threats in their environment had better odds of living on (Buran et al). In other words, conscious awareness of important signals has always been a life-or-death skill. Today, the “signals” include useful knowledge and meaningful communication; the “noise” includes distractions, trivial content, and misinformation. By understanding our own cognitive wiring (and that of our peers), we tap into this ancestral survival advantage. Metacognition—knowing how one thinks—helps us regulate our learning and decisions. Modern research in education supports this: self-awareness and metacognitive strategies lead to better learning outcomes and resilience in complex environments.

The continuity of intelligence in a population also ties to survival. Societies that cultivate diverse thinking styles and pass on effective communication practices will adapt better. If each generation is taught not just facts, but how they prefer to process facts, collective understanding can improve. In IPER terms, awareness of your intelligence type and that of your community is a strategic tool. For example, family or educators could present health and safety information in formats that match each child’s dominant type, ensuring critical ideas “get through” without overload. On a broader scale, designing public communication (like emergency alerts or public campaigns) with multiple cognitive styles in mind could dramatically increase engagement and understanding.

In summary, the twin realities of explosive information growth and finite human attention make intelligent filtering essential. IPER offers one model for this – a way to classify minds so that each person only (or primarily) receives the information they can best handle. Preliminary analyses suggest that such filtering would sharply reduce informational “noise” and its harmful effects, while boosting learning, decision-making, and mental health. In an age of data deluge, leveraging cognitive diversity may be the clearest path out of the “information smog” and toward a more sustainable knowledge environment.

Sources: 

On Intelligence Profiling Elena Buran, Egor Miloradovich, and Lex The Evolution of Intelligence — A Book About Humanity’s Future in the Age of AI

(IPER Typology) https://www.verbs-verbi.com/post/the-evolution-of-intelligence-free-pdf-book-on-human-intelligence-and-ai

Malatino, Katie. Information Overload Is a Personal and Societal Danger: https://news.rpi.edu/2024/03/13/information-overload-personal-and-societal-danger#:~:text=With%20the%20internet%20at%20our,the%20personal%20and%20economic%20costs

Daryn D. Is Information Overload a Real Problem in the Workplace? https://www.linkedin.com/pulse/information-overload-real-problem-workplace-daryn-dyer/

edge delta https://edgedelta.com/company/blog/how-much-data-is-created-per-day#:~:text=In%202023%2C%20the%20world%20created,87%20TB%20of%20data%20daily

Lukan, Ema. 50 Video Statistics You Can’t Ignore In 2025 https://www.synthesia.io/post/video-statistics#:~:text=3.%20Video%20made%20up%2082,before%20the%20pandemic

US Media Consumption (2021–2025). https://www.oberlo.com/statistics/us-media-consumption

Big Data Wire https://www.bigdatawire.com/

Deloitte https://www.deloitte.com/ce/en.html