3 keynote dtaiwan20100907_ntu_3_bruce_empathy_c

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3 keynote dtaiwan20100907_ntu_3_bruce_empathy_c

  1. 1. the ability to step outside of yourself [ empathy ] and see the world as other people do.© copyright Jump Associates LLC
  2. 2. Needfinding Discovering people’s explicit and implicit needs so that we can create appropriate solutions.© copyright Jump Associates LLC
  3. 3. Needfinding To imagine solutions that don’t exist, look for needs that haven’t been met.© copyright Jump Associates LLC
  4. 4. Needs Solutions© copyright Jump Associates LLC
  5. 5. need ’ned n [ME ned, fr. OE nied, ned] 1 :necessary duty : OBLIGATION 2 a : a lack ofsomething requisite, desirable, or useful b: aphysiological or psychological requirement for thewell-being of an organism 3 : a condition requiringsupply or relief 4 : lack of the means ofsubsistence : POVERTY – Webster’s Ninth New Collegiate Dictionary© copyright Jump Associates LLC
  6. 6. need ’ned 1 : a physical, psychological or culturalrequirement of an individual or group of individuals2 : something missing. VERB.solution se-’lü-shen 1 : an object, action or e eprocess that satisfies a need. NOUN. – Stanford Needfinding© copyright Jump Associates LLC
  7. 7. Needfinding So how do you find out what people really need?© copyright Jump Associates LLC
  8. 8. Key ConceptObservations take many forms. Watch. See the world with new eyes. Listen. Ask open ended questions. Do. Walk in their shoes. Buy. Purchase competitive and analogous solutions. Read. Mine both core and peripheral information. Reflect. You know more than you think you do. © copyright Jump Associates LLC
  9. 9. Key ConceptUse A-E-I-O-U to observe the world around you. A – Activities E – Environments I – Interactions O – Objects U – Users © copyright Jump Associates LLC
  10. 10. IMAGE: © Jump Associates© copyright Jump Associates LLC
  11. 11. Key ConceptSeven ways to build empathy for people. 1. Be open to seeing the world in new ways. 2. Watch first, believe what you see, and ask questions later. 3. Separate out what you see from what you interpret. 4. Make it about them, not about you. 5. Get stories by asking simple, open-ended questions. 6. Let participants set the agenda. 7. Use participants’ own words. © copyright Jump Associates LLC
  12. 12. Key ConceptBe open to seeing the world in new ways.As Marcel Proust said, “The real magic of discoverylies not in seeking new landscapes, but in havingnew eyes.”To get beyond your own frame, acknowledge thatyou have your own personal way of seeing the world,and then get ready to challenge it. © copyright Jump Associates LLC
  13. 13. Key ConceptWatch first, believe what you see, and ask questionslater. unfold and pay attention as they do.Let thingsResist discounting people or what they say.Don’t ignore things that are off-putting orcontradictory, take note of them.Don’t bias towards things that support your version ofthe world.People make sense! © copyright Jump Associates LLC
  14. 14. Key ConceptSeparate out what you see from what you interpret.Turn off your inner interpretations.Don’t assume you know why they do what they do—ask.Keep the facts as pure as possible while in the field.Bracket your interpretations separately in your field book. © copyright Jump Associates LLC
  15. 15. Key ConceptMake it about them, not about you.Create the interview norm.Limit talking about yourself.Don’t reference your own experiences when theybring up theirs.Talk 10% and listen 90%.Ask a question and wait two seconds.Turn off your cell phones. © copyright Jump Associates LLC
  16. 16. Key ConceptGet stories by asking simple, open-ended questions.Use simple language.Allow the participant to interpret the question to bestsuit what they want to tell you.“Tell me about…,” “Can you describe…,”Don’t • Ask questions that can be answered yes/no • Are multiple choice (not theirs) • Have an implied right/wrong • Represent theories you’re trying to test © copyright Jump Associates LLC
  17. 17. Key ConceptLet participants set the agenda.Follow their lead.Use your mental GPS to track progress.What’s important to them is important to you.Let them tell the stories they want to. © copyright Jump Associates LLC
  18. 18. Key ConceptUse participants’ own words.Enter their world.Put them in the role of the expert.Don’t correct their words or pronunciation.Avoid introducing business jargon. © copyright Jump Associates LLC
  19. 19. “The only real voyage of discovery consists not in seeking new landscapes, but in having new eyes.” – Marcel Proust© copyright Jump Associates LLC
  20. 20. ExercisePrepare for fieldwork.Tips for doing the interviews… • Open the interview with easy questions • Stay engaged with your interview subject: Think about body language • Have roles for each person on your team: Interviewer, note taker, photographer
  21. 21. ExercisePrepare for fieldwork.Interview questionsAs a team, think about 3-4 topics you want to cover andcome up with a list of 10 questions to ask during yourinterview.Tip: Write open-ended questions that get them to tell stories about theirexperiences.Wide researchAs a team, brainstorm a place that you can observepeople, environments or interactions related to your topic.Tip: Bring new eyes to looking at places that you may be familiar with,but haven’t thought of it from the point of view of an older person.

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