Steve Dorsey
Detroit Free Press
DME/Presentation + Innovation
Twitter: @Dorsey
Advantages in
qualitative research
Engaging...
IDEO:
Human-centered design
training in ’05 and ’08
Saturday, October 3, 2009
Saturday, October 3, 2009
Saturday, October 3, 2009
Saturday, October 3, 2009
Saturday, October 3, 2009
Saturday, October 3, 2009
Saturday, October 3, 2009
Saturday, October 3, 2009
Saturday, October 3, 2009
Saturday, October 3, 2009
Saturday, October 3, 2009
Saturday, October 3, 2009
Human-centered
design:FAIL
Saturday, October 3, 2009
IDEO:
Human-centered design
Saturday, October 3, 2009
IDEO:
Human-centered design
UNDERSTAND+OBSERVE
SYNTHESIZE
VISUALIZE(BRAINSTORM)
PROTOTYPE,EVALUATE,REFINE
IMPLEMENT
Saturd...
Saturday, October 3, 2009
Saturday, October 3, 2009
Saturday, October 3, 2009
Saturday, October 3, 2009
Saturday, October 3, 2009
Saturday, October 3, 2009
Saturday, October 3, 2009
Saturday, October 3, 2009
Saturday, October 3, 2009
Saturday, October 3, 2009
Saturday, October 3, 2009
Saturday, October 3, 2009
Saturday, October 3, 2009
Saturday, October 3, 2009
Extreme
user
Saturday, October 3, 2009
Saturday, October 3, 2009
Extreme
user
Saturday, October 3, 2009
Saturday, October 3, 2009
Extreme
user
Saturday, October 3, 2009
Saturday, October 3, 2009
Saturday, October 3, 2009
Saturday, October 3, 2009
Extreme
SPORTS
user
Saturday, October 3, 2009
Saturday, October 3, 2009
Extreme
NON-user
Saturday, October 3, 2009
Saturday, October 3, 2009
Saturday, October 3, 2009
Quantitative
Saturday, October 3, 2009
Quantitative
Trends
Repetition,habit
Data
Data
Data
Recordable,clean,
demonstrable
history
Ultimately:Shallow
}Volume
Satu...
Quantitative Qualitative
Trends
Repetition,habit
Data
Data
Data
Recordable,clean,
demonstrable
history
Ultimately:Shallow
...
Saturday, October 3, 2009
Disclaimer...
Qualitative research does
NOT replace metrics,
analytics or quantitative
studies — but it can
ENHANCEthem.
S...
Saturday, October 3, 2009
REDALERT!
Weareintrouble!
Usersdon’tknow
WHEREcontent
comesfrom!Worse
—theydon’tCARE!
Saturday, October 3, 2009
Saturday, October 3, 2009
REDALERT!
Saturday, October 3, 2009
Saturday, October 3, 2009
REDALERT!
Saturday, October 3, 2009
Saturday, October 3, 2009
TheLeapofFaith
You canlearnsomething
significantfromas fewas
10 or 12 subjects...
Saturday, October 3, 2009
Saturday, October 3, 2009
TheLeapofFaith
... The trick is picking the
RIGHT 10-12 people,
adequately defining the
design challenge you
seek to solve...
Saturday, October 3, 2009
AtmosphereinDetroit:
Willingness for building-
wide change coupled
with massive news cycle...
Saturday, October 3, 2009
KilpatrickSaturday, October 3, 2009
KilpatrickSaturday, October 3, 2009
RedWings!Saturday, October 3, 2009
RedWings!Saturday, October 3, 2009
AutocalypseSaturday, October 3, 2009
AutocalypseSaturday, October 3, 2009
ObamaSaturday, October 3, 2009
ObamaSaturday, October 3, 2009
FinalFourSaturday, October 3, 2009
FinalFourSaturday, October 3, 2009
Saturday, October 3, 2009
TheIDEOphilosophygaveus:
A process of change
A cross-divisional rally spot
Freedom to ‘fail’
Saturday, October 3, 2009
Saturday, October 3, 2009
Butmostly...
Innovate.
Iterate.
Break it.
Learn from it.
(Repeat).
Saturday, October 3, 2009
Saturday, October 3, 2009
Results?
Michigan Six page
Saturday, October 3, 2009
Saturday, October 3, 2009
Saturday, October 3, 2009
Saturday, October 3, 2009
Results?
Permission to have
a point of view
Saturday, October 3, 2009
Saturday, October 3, 2009
Results?
A newly defined
mission:BEDetroit
Saturday, October 3, 2009
Saturday, October 3, 2009
Twitter: @Dorsey
Thank
you!
Saturday, October 3, 2009
Saturday, October 3, 2009
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ONA09 Audience

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My segment of a panel discussion about audience development at ONA09 in San Francisco

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Transcript of "ONA09 Audience"

  1. 1. Steve Dorsey Detroit Free Press DME/Presentation + Innovation Twitter: @Dorsey Advantages in qualitative research Engaging with your audience Saturday, October 3, 2009
  2. 2. IDEO: Human-centered design training in ’05 and ’08 Saturday, October 3, 2009
  3. 3. Saturday, October 3, 2009
  4. 4. Saturday, October 3, 2009
  5. 5. Saturday, October 3, 2009
  6. 6. Saturday, October 3, 2009
  7. 7. Saturday, October 3, 2009
  8. 8. Saturday, October 3, 2009
  9. 9. Saturday, October 3, 2009
  10. 10. Saturday, October 3, 2009
  11. 11. Saturday, October 3, 2009
  12. 12. Saturday, October 3, 2009
  13. 13. Saturday, October 3, 2009
  14. 14. Human-centered design:FAIL Saturday, October 3, 2009
  15. 15. IDEO: Human-centered design Saturday, October 3, 2009
  16. 16. IDEO: Human-centered design UNDERSTAND+OBSERVE SYNTHESIZE VISUALIZE(BRAINSTORM) PROTOTYPE,EVALUATE,REFINE IMPLEMENT Saturday, October 3, 2009
  17. 17. Saturday, October 3, 2009
  18. 18. Saturday, October 3, 2009
  19. 19. Saturday, October 3, 2009
  20. 20. Saturday, October 3, 2009
  21. 21. Saturday, October 3, 2009
  22. 22. Saturday, October 3, 2009
  23. 23. Saturday, October 3, 2009
  24. 24. Saturday, October 3, 2009
  25. 25. Saturday, October 3, 2009
  26. 26. Saturday, October 3, 2009
  27. 27. Saturday, October 3, 2009
  28. 28. Saturday, October 3, 2009
  29. 29. Saturday, October 3, 2009
  30. 30. Saturday, October 3, 2009
  31. 31. Extreme user Saturday, October 3, 2009
  32. 32. Saturday, October 3, 2009
  33. 33. Extreme user Saturday, October 3, 2009
  34. 34. Saturday, October 3, 2009
  35. 35. Extreme user Saturday, October 3, 2009
  36. 36. Saturday, October 3, 2009
  37. 37. Saturday, October 3, 2009
  38. 38. Saturday, October 3, 2009
  39. 39. Extreme SPORTS user Saturday, October 3, 2009
  40. 40. Saturday, October 3, 2009
  41. 41. Extreme NON-user Saturday, October 3, 2009
  42. 42. Saturday, October 3, 2009
  43. 43. Saturday, October 3, 2009
  44. 44. Quantitative Saturday, October 3, 2009
  45. 45. Quantitative Trends Repetition,habit Data Data Data Recordable,clean, demonstrable history Ultimately:Shallow }Volume Saturday, October 3, 2009
  46. 46. Quantitative Qualitative Trends Repetition,habit Data Data Data Recordable,clean, demonstrable history Ultimately:Shallow Extremeusersgive youunexpected uses,insights Messyprocess Uncertain outcomes Untested Canbeveryquick Low-investment Potentially:Deep }Volume Saturday, October 3, 2009
  47. 47. Saturday, October 3, 2009
  48. 48. Disclaimer... Qualitative research does NOT replace metrics, analytics or quantitative studies — but it can ENHANCEthem. Saturday, October 3, 2009
  49. 49. Saturday, October 3, 2009
  50. 50. REDALERT! Weareintrouble! Usersdon’tknow WHEREcontent comesfrom!Worse —theydon’tCARE! Saturday, October 3, 2009
  51. 51. Saturday, October 3, 2009
  52. 52. REDALERT! Saturday, October 3, 2009
  53. 53. Saturday, October 3, 2009
  54. 54. REDALERT! Saturday, October 3, 2009
  55. 55. Saturday, October 3, 2009
  56. 56. TheLeapofFaith You canlearnsomething significantfromas fewas 10 or 12 subjects... Saturday, October 3, 2009
  57. 57. Saturday, October 3, 2009
  58. 58. TheLeapofFaith ... The trick is picking the RIGHT 10-12 people, adequately defining the design challenge you seek to solve. Saturday, October 3, 2009
  59. 59. Saturday, October 3, 2009
  60. 60. AtmosphereinDetroit: Willingness for building- wide change coupled with massive news cycle... Saturday, October 3, 2009
  61. 61. KilpatrickSaturday, October 3, 2009
  62. 62. KilpatrickSaturday, October 3, 2009
  63. 63. RedWings!Saturday, October 3, 2009
  64. 64. RedWings!Saturday, October 3, 2009
  65. 65. AutocalypseSaturday, October 3, 2009
  66. 66. AutocalypseSaturday, October 3, 2009
  67. 67. ObamaSaturday, October 3, 2009
  68. 68. ObamaSaturday, October 3, 2009
  69. 69. FinalFourSaturday, October 3, 2009
  70. 70. FinalFourSaturday, October 3, 2009
  71. 71. Saturday, October 3, 2009
  72. 72. TheIDEOphilosophygaveus: A process of change A cross-divisional rally spot Freedom to ‘fail’ Saturday, October 3, 2009
  73. 73. Saturday, October 3, 2009
  74. 74. Butmostly... Innovate. Iterate. Break it. Learn from it. (Repeat). Saturday, October 3, 2009
  75. 75. Saturday, October 3, 2009
  76. 76. Results? Michigan Six page Saturday, October 3, 2009
  77. 77. Saturday, October 3, 2009
  78. 78. Saturday, October 3, 2009
  79. 79. Saturday, October 3, 2009
  80. 80. Results? Permission to have a point of view Saturday, October 3, 2009
  81. 81. Saturday, October 3, 2009
  82. 82. Results? A newly defined mission:BEDetroit Saturday, October 3, 2009
  83. 83. Saturday, October 3, 2009
  84. 84. Twitter: @Dorsey Thank you! Saturday, October 3, 2009
  85. 85. Saturday, October 3, 2009
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