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ONA09 Audience

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

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

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ONA09 Audience ONA09 Audience Presentation Transcript

  • Engaging with your audience Advantages in qualitative research Steve Dorsey Detroit Free Press DME/Presentation + Innovation Twitter: @Dorsey Saturday, October 3, 2009
  • IDEO: Human-centered design training in ’05 and ’08 Saturday, October 3, 2009
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  • tered en n-c IL ma FA Hu gn: desi 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 Saturday, October 3, 2009
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  • e em tr er Ex us Saturday, October 3, 2009
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  • e em tr er Ex us Saturday, October 3, 2009
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  • e em tr er Ex us Saturday, October 3, 2009
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  • e em S tr RT Ex O SP user Saturday, October 3, 2009
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  • Ex NO tre N- me use r Saturday, October 3, 2009
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  • Quantitative Saturday, October 3, 2009
  • Quantitative Trends Repetition, habit Data Data Data Volume} Recordable, clean, demonstrable history Ultimately: Shallow Saturday, October 3, 2009
  • Quantitative Qualitative Trends Extreme users give you unexpected Repetition, habit uses, insights Data Messy process Data Data Volume} Uncertain outcomes Recordable, clean, Untested demonstrable Can be very quick history Low-investment Ultimately: Shallow Potentially: Deep Saturday, October 3, 2009
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  • Disclaimer... Qualitative research does NOT replace metrics, analytics or quantitative studies — but it can ENHANCE them. Saturday, October 3, 2009
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  • RED ALERT! We are in trouble! Users don’t know WHERE content comes from! Worse — they don’t CARE! Saturday, October 3, 2009
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  • RED ALERT! Saturday, October 3, 2009
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  • RED ALERT! Saturday, October 3, 2009
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  • The Leap of Faith You can learn something significant from as few as 10 or 12 subjects... Saturday, October 3, 2009
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  • The Leap of Faith ... The trick is picking the RIGHT 10-12 people, adequately defining the design challenge you seek to solve. Saturday, October 3, 2009
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  • Atmosphere in Detroit: Willingness for building- wide change coupled with massive news cycle... Saturday, October 3, 2009
  • Kilpatrick Saturday, October 3, 2009
  • Kilpatrick Saturday, October 3, 2009
  • RedWings! Saturday, October 3, 2009
  • RedWings! Saturday, October 3, 2009
  • Autocalypse Saturday, October 3, 2009
  • Autocalypse Saturday, October 3, 2009
  • Obama Saturday, October 3, 2009
  • Obama Saturday, October 3, 2009
  • FinalFour Saturday, October 3, 2009
  • FinalFour Saturday, October 3, 2009
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  • The IDEO philosophy gave us: A process of change A cross-divisional rally spot Freedom to ‘fail’ Saturday, October 3, 2009
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  • But mostly... Innovate. Iterate. Break it. Learn from it. (Repeat). Saturday, October 3, 2009
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  • Results? Michigan Six page Saturday, October 3, 2009
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  • Results? Permission to have a point of view Saturday, October 3, 2009
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  • Results? A newly defined mission: BE Detroit Saturday, October 3, 2009
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  • Thank you! Twitter: @Dorsey Saturday, October 3, 2009
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