IN THE SUMMER months of 2015, Jeffrey Schnapp and a few of his colleagues started collecting rideables. The hoverboard craze was in full swing, and OneWheels and Boosteds were showing up on roads and sidewalks. Schnapp and his co-founders rode, drove, and crashed everything they could find. For Schnapp, a Harvard professor and longtime technologist with a shaved head, pointy goatee, and a distinct Ben Kingsley vibe, this was market research.