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FindingTheRightPeople_10Mar2011

by Julie Norvaisas on Apr 14, 2011

483 views

I gave this presentation to an undergraduate Design Research class at the University of Kansas, taught by Julia Eschman and Tamara Christensen, in March 2011. It focuses on the importance of finding th...

I gave this presentation to an undergraduate Design Research class at the University of Kansas, taught by Julia Eschman and Tamara Christensen, in March 2011. It focuses on the importance of finding the right people to drive insights for ethnographic/design research, and addresses tactics for doing so.

Recruiting is a key part of the design research process that often does not get the attention it deserves, to the detriment of project outcomes. I invite you to share your experiences and questions, to build a dialogue about this topic!

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innovation design research methods process insights recruiting portigal consulting qualitative research

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5 minutes Introduction 9:00 - 9:0525 minutes Fieldwork and Synthesis Process 9:05 - 9:3040 minutes Fieldwork Exercise 9:30 – 10:1040 minutes Synthesis Exercise 10:10 – 10:5020 minutes Ideation Process 10:50 – 11:1040 minutes Ideation Exercise 11:10 - 11:5010 minutes Wrap Up11:50 - 12:00
Doing qualitative research in search of customer insights that can drive design and innovation...well, it’s squishy. We spend a lot of time justifying it to internal/external clients, talking about what we want to learn (the business questions) and what we want to ask (the research questions), what we’ll do with the data once we get it, how we turn it into actionable insights, (analysis and synthesis) and then figuring out how we will talk about and use the insights and stories to inspire diverse, multi-disciplinary teams.
Doing qualitative research in search of customer insights that can drive design and innovation...well, it’s squishy. We spend a lot of time justifying it to internal/external clients, talking about what we want to learn (the business questions) and what we want to ask (the research questions), what we’ll do with the data once we get it, how we turn it into actionable insights, (analysis and synthesis) and then figuring out how we will talk about and use the insights and stories to inspire diverse, multi-disciplinary teams.
Look at the system - the chooser, the user, the waiter, the bartender, the dishwasher, the parent, the child, the husband, the wife - interesting things don’t exist in a vacuum and the beahviors we want to understand interact with, intersect with, interleave with those of others - we can look at the experience of our “non customer” in order to understand more deeply about the experience with our customer (I’m sure you have stories; I remember the smarthome research hearing the husband tell us how great it was, when we spke to the wife later on, she told us she was going to come home and rip the damn thing out because the lights didn’t work)

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FindingTheRightPeople_10Mar2011 — Presentation Transcript

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