Brainco Research Tools Class Class #1 4.21.08

1. Welcome To Research Tools Class #1 Brainco Herb Sawyer

3. This is a participation class. (as in an active participation) This class is in beta. (adjusting class to make sure you get the most out of it) This class is in meta. (use this class to create the class, learn from the class) (it is a research tools class after all)

4. To those who came before me, Thank You. I will source you as much as humanly possible “ Talent imitates, genius steals” -T.S. Eliot

5. Primary Research: (also called field research) Involves the collection of data that does not already exist. This can be through numerous forms, including questionnaires and telephone interviews amongst others . Secondary Research: (also known as desk research) Involves the summary, collation and/or synthesis of existing research rather than primary research , where data are collected from, for example, research subjects or experiments.

6. http://disambiguity.com/ http://www.slideshare.net/leisa/diy-user-research-londonbarcamp3

7. David Armano

8. Key Tools…. If at all possible, everything electronic…lets not kill trees

9. “ If the only tool you have is a hammer, you tend to see every problem as a nail.” Abraham Maslow “ You are only as good as your tools”

10. Let’s remember: “ data, information, knowledge, insight” in that order Forgive me, I have lost the source of this….

11. Leading with Insight Matthew Milan, Critical Mass

12. 1.Insight 2.Being Insightful 3.Leading With Insight Leading with Insight Matthew Milan, Critical Mass

13. Insight occurs when people recognize relationships or make associations between objects and actions that can help them solve new problems . Britannica Leading with Insight Matthew Milan, Critical Mass

14. Recognize relationships Leading with Insight Matthew Milan, Critical Mass

15. Insight is the act or result of apprehending the inner nature of things or seeing intuitively. Websters Leading with Insight Matthew Milan, Critical Mass

16. Apprehending the inner nature Leading with Insight Matthew Milan, Critical Mass

17. Recognizable Truths … that help you understand the real nature of problems. Leading with Insight Matthew Milan, Critical Mass

18. 2. Being Insightful Leading with Insight Matthew Milan, Critical Mass

19. To be insightful, you must embrace the following… Leading with Insight Matthew Milan, Critical Mass

20. 1: You must ask thoughtful questions Leading with Insight Matthew Milan, Critical Mass

21. 2: You need to look beyond the obvious Leading with Insight Matthew Milan, Critical Mass

22. 3: You shouldn’t be afraid to reframe the problem Leading with Insight Matthew Milan, Critical Mass

23. 4: You must learn to trust your gut Leading with Insight Matthew Milan, Critical Mass

24. COLUMBO Leading with Insight Matthew Milan, Critical Mass

25. That’s right… Columbo taught me everything I need to know about being insightful. Leading with Insight Matthew Milan, Critical Mass

26. “ I know I've been a pest. I'm just trying to do my job.” Leading with Insight Matthew Milan, Critical Mass The Prepared Mind

27. No Magic…. Prepare Incubate Illuminate Verify The Art of Thought - Wallas, 1926 Leading with Insight Matthew Milan, Critical Mass

28. The prepared mind has a repeatable process Leading with Insight Matthew Milan, Critical Mass

29. The prepared mind is always running its process

30. The prepared mind is always asking questions

31. One more thing…

32. Leading with Insight Matthew Milan, Critical Mass The prepared mind looks beyond what is obvious

33. You know what I don’t understand…

34. Leading with Insight Matthew Milan, Critical Mass The prepared mind isn’t afraid to reframe

35. There are a couple of loose ends I’d like to tie up. Nothing important you understand…

36. The prepared mind trusts their gut

37. It’s just one of those things that gets in my head and keeps rolling around in there like a marble…

38. Columbo is: Treating insight as a consequence, rather then a cause in problem solving Understanding the underlying structure of the problem and restructuring the problem to avoid functional fixedness Applying procedural similarity to take advantage of representative transfer Waiting patiently for “suddenness of solution” Leading with Insight Matthew Milan, Critical Mass

39. 3. Leading With Insight Leading with Insight Matthew Milan, Critical Mass

40. What does leading with insight mean for your business? Leading with Insight Matthew Milan, Critical Mass

41. A pair of stories about research, culture and results. Leading with Insight Matthew Milan, Critical Mass

42. Validation vs Inquiry

43. A culture of validation: $200K+ OF DISCOVERY RESEARCH 100 FOCUS GROUP PARTICIPANTS 25 INDEPTH INTERVIEWS 10 ETHNOGRAPHIC STUDY SUBJECTS 5 PERSONAS Leading with Insight Matthew Milan, Critical Mass = 0 UNIQUE INSIGHTS

44. A culture of inquiry: $1300 TO RENT A VAN AND A CAMERA 5 LOCATIONS 4 HYPOTHESIS 3 GUT CHECKS 1 SEVEN MINUTE FILM Leading with Insight Matthew Milan, Critical Mass = 2 UNIQUE INSIGHTS

45. The Moral Leading with Insight Matthew Milan, Critical Mass

46. Don’t use research to tell you what you already know…use it to tell you what you don’t know .

47. So What?

48. Insights help uncover and reframe the true nature of a problem Leading with Insight Matthew Milan, Critical Mass

49. Insights help businesses identify and target positions of differentiation. Leading with Insight Matthew Milan, Critical Mass

50. How do I do this? Leading with Insight Matthew Milan, Critical Mass

51. Insight should be a key driver of your business thinking. Here’s why: Leading with Insight Matthew Milan, Critical Mass

52. Good insight (and good research) helps you to know what your customers need… before they know themselves… Leading with Insight Matthew Milan, Critical Mass

53. Leading with insight means that you can create “the need”. True Differentiation Real Innovation Tangible Results Leading with Insight Matthew Milan, Critical Mass

54. Insight is a state of mind Leading with Insight Matthew Milan, Critical Mass

55. And a way of doing business [email_address] Leading with Insight Matthew Milan, Critical Mass

57. Discuss Projects, Internship