HelloWednesday, February 20, 2013           1
Wednesday, February 20, 2013   2
CURIOSITY = SEARCH      cu·ri·os·i·ty (n) :      Interest leading to inquiryWednesday, February 20, 2013                  ...
SEARCH = RESEARCH      re·search (n): investigation or experimentation aimed at the discovery and interpretation of facts,...
TWO TYPESWednesday, February 20, 2013   5
TWO TYPES I N R EALITYWednesday, February 20, 2013   6
Today....how to search (curiously).Wednesday, February 20, 2013                                         7
1. WanderingWednesday, February 20, 2013                  8
Aimless wandering is not uselessWednesday, February 20, 2013                                      9
B E I DLE   Because the idle mind is still workingWednesday, February 20, 2013                10
B E I DLE                   “Raichle suspects that during these moments of errant thought, the                    brain is...
B E I DLEWednesday, February 20, 2013   12
PLANNED “BLANK”Wednesday, February 20, 2013   13
SO...                 Let yourself zone out                    Observe and then relax                    when you think   ...
Purposeful wandering isn’t bad eitherWednesday, February 20, 2013                                           15
G E T I N C U R I O U S S I T U AT I O N SWednesday, February 20, 2013                     16
G E T I N C U R I O U S S I T U AT I O N SWednesday, February 20, 2013                     16
G E T I N C U R I O U S S I T U AT I O N S      Start saying yes more      Embrace conflict      Create an inciting inciden...
2. Planned ObservationWednesday, February 20, 2013                            18
W H Y O B S E R V AT I O N ?Wednesday, February 20, 2013       19
W H Y O B S E R V AT I O N ?Wednesday, February 20, 2013       19
P EO P LE WO N’T TE LL YO U TH E AN SWE RWednesday, February 20, 2013                    20
P EO P LE WO N’T CAN’T TE LL YO U TH E AN SWE RWednesday, February 20, 2013                          21
D ETO U R: H OW TH E B R AI N WO R KSWednesday, February 20, 2013                22
SYSTE M 1 VS. SYSTE M 2Wednesday, February 20, 2013   23
ACTION COM ES B E FOR E THOUG HTWednesday, February 20, 2013           24
ACTION COM ES B E FOR E THOUG HTWednesday, February 20, 2013           24
H E R D M E N TA L I T YWednesday, February 20, 2013   25
H E R D M E N TA L I T YWednesday, February 20, 2013   25
THE CONSEQUENCES       We post rationalize why we do things.       Gut reaction and heuristics - engines of the sub-consci...
So how do we overcome this?Wednesday, February 20, 2013                                 27
D O N ’ T A LW AY S TA L K - F I R S T S I T A N D W AT C HWednesday, February 20, 2013                                   ...
D O N ’ T A LW AY S TA L K - F I R S T S I T A N D W AT C HWednesday, February 20, 2013                                   ...
B E A N A N T H R O P O LO G I S TWednesday, February 20, 2013             29
O B S E R V E S TAT U SWednesday, February 20, 2013   30
R I T U A LS O R R I T E S O F PA S S A G EWednesday, February 20, 2013                      31
A C C U LT U R AT I O NWednesday, February 20, 2013   32
S E M I OTI CSWednesday, February 20, 2013   33
H O U S E H O L D O R G A N I Z AT I O NWednesday, February 20, 2013                   34
G E N DE R ROLESWednesday, February 20, 2013   35
THE “TERRAIN”Wednesday, February 20, 2013   36
O N L I N E A N T H R O P O LO GYWednesday, February 20, 2013            37
R E M E M B E R : T H E C L O U D S D O N ’ T A LW AY S P A R T    Think smallWednesday, February 20, 2013                ...
I T S O K T O N O T S AY “ A H A ”    Observing can...    • Tell you about how your brand could better integrate into that...
What do you when observation is not enough?Wednesday, February 20, 2013                                                 40
3. DoWednesday, February 20, 2013           41
M ETHOD ACTI NG      Immerse yourself in your categoryWednesday, February 20, 2013              42
METHOD TECHNIQUES      Sensory memory exercises          • Method actors learn to use sense memory to recall emotional    ...
TH E GOALWednesday, February 20, 2013   44
So what happens when you actually have to talk to people?Wednesday, February 20, 2013                                     ...
4. Ask + ProjectWednesday, February 20, 2013                      46
Y O U O F T E N C A N ’ T A S K D I R E C T LY                       “Kahneman says that people are remarkably adept at co...
TH E PROB LE M: B IASES                          Irrational escalation – the phenomenon where                  Clustering ...
S O M E S O LUTI O N S     Projection vs. direct questioningWednesday, February 20, 2013             49
S O M E S O LUTI O N S     Stories vs. Q&AWednesday, February 20, 2013   50
S O M E S O LUTI O N S     Interviewing their friends vs. interviewing themWednesday, February 20, 2013                   ...
S O M E S O LUTI O N S     Imagery vs. wordsWednesday, February 20, 2013   52
S O M E S O LUTI O N S     Account for group effectsWednesday, February 20, 2013     53
So....Wednesday, February 20, 2013            54
A F EW F I NAL TH O U G HTS    All that glitters is not gold    Be distant or be all in    Account for human irrationality...
Thank You                               @marklewis_sf                               @planningnessWednesday, February 20, 2...
Upcoming SlideShare
Loading in...5
×

How to research (curiously) v2

176

Published on

Presentation given to the University of Oregon School of Journalism and Advertising students on how to approach research.

Lots of nicked material but special shout out to Paul Isakson for his contributions.

Published in: Business
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
176
On Slideshare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
5
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

How to research (curiously) v2

  1. 1. HelloWednesday, February 20, 2013 1
  2. 2. Wednesday, February 20, 2013 2
  3. 3. CURIOSITY = SEARCH cu·ri·os·i·ty (n) : Interest leading to inquiryWednesday, February 20, 2013 3
  4. 4. SEARCH = RESEARCH re·search (n): investigation or experimentation aimed at the discovery and interpretation of facts,Wednesday, February 20, 2013 4
  5. 5. TWO TYPESWednesday, February 20, 2013 5
  6. 6. TWO TYPES I N R EALITYWednesday, February 20, 2013 6
  7. 7. Today....how to search (curiously).Wednesday, February 20, 2013 7
  8. 8. 1. WanderingWednesday, February 20, 2013 8
  9. 9. Aimless wandering is not uselessWednesday, February 20, 2013 9
  10. 10. B E I DLE Because the idle mind is still workingWednesday, February 20, 2013 10
  11. 11. B E I DLE “Raichle suspects that during these moments of errant thought, the brain is forming a set of mental rules about our world, particularly our social world, that help us navigate human interactions and quickly make sense of and react to information”Wednesday, February 20, 2013 11
  12. 12. B E I DLEWednesday, February 20, 2013 12
  13. 13. PLANNED “BLANK”Wednesday, February 20, 2013 13
  14. 14. SO... Let yourself zone out Observe and then relax when you think Ultimately, you’ll develop some hypothesesWednesday, February 20, 2013 14
  15. 15. Purposeful wandering isn’t bad eitherWednesday, February 20, 2013 15
  16. 16. G E T I N C U R I O U S S I T U AT I O N SWednesday, February 20, 2013 16
  17. 17. G E T I N C U R I O U S S I T U AT I O N SWednesday, February 20, 2013 16
  18. 18. G E T I N C U R I O U S S I T U AT I O N S Start saying yes more Embrace conflict Create an inciting incidentWednesday, February 20, 2013 17
  19. 19. 2. Planned ObservationWednesday, February 20, 2013 18
  20. 20. W H Y O B S E R V AT I O N ?Wednesday, February 20, 2013 19
  21. 21. W H Y O B S E R V AT I O N ?Wednesday, February 20, 2013 19
  22. 22. P EO P LE WO N’T TE LL YO U TH E AN SWE RWednesday, February 20, 2013 20
  23. 23. P EO P LE WO N’T CAN’T TE LL YO U TH E AN SWE RWednesday, February 20, 2013 21
  24. 24. D ETO U R: H OW TH E B R AI N WO R KSWednesday, February 20, 2013 22
  25. 25. SYSTE M 1 VS. SYSTE M 2Wednesday, February 20, 2013 23
  26. 26. ACTION COM ES B E FOR E THOUG HTWednesday, February 20, 2013 24
  27. 27. ACTION COM ES B E FOR E THOUG HTWednesday, February 20, 2013 24
  28. 28. H E R D M E N TA L I T YWednesday, February 20, 2013 25
  29. 29. H E R D M E N TA L I T YWednesday, February 20, 2013 25
  30. 30. THE CONSEQUENCES We post rationalize why we do things. Gut reaction and heuristics - engines of the sub-conscious - drive a lot of what we do. What we do has a lot to do with what other people are doingWednesday, February 20, 2013 26
  31. 31. So how do we overcome this?Wednesday, February 20, 2013 27
  32. 32. D O N ’ T A LW AY S TA L K - F I R S T S I T A N D W AT C HWednesday, February 20, 2013 28
  33. 33. D O N ’ T A LW AY S TA L K - F I R S T S I T A N D W AT C HWednesday, February 20, 2013 28
  34. 34. B E A N A N T H R O P O LO G I S TWednesday, February 20, 2013 29
  35. 35. O B S E R V E S TAT U SWednesday, February 20, 2013 30
  36. 36. R I T U A LS O R R I T E S O F PA S S A G EWednesday, February 20, 2013 31
  37. 37. A C C U LT U R AT I O NWednesday, February 20, 2013 32
  38. 38. S E M I OTI CSWednesday, February 20, 2013 33
  39. 39. H O U S E H O L D O R G A N I Z AT I O NWednesday, February 20, 2013 34
  40. 40. G E N DE R ROLESWednesday, February 20, 2013 35
  41. 41. THE “TERRAIN”Wednesday, February 20, 2013 36
  42. 42. O N L I N E A N T H R O P O LO GYWednesday, February 20, 2013 37
  43. 43. R E M E M B E R : T H E C L O U D S D O N ’ T A LW AY S P A R T Think smallWednesday, February 20, 2013 38
  44. 44. I T S O K T O N O T S AY “ A H A ” Observing can... • Tell you about how your brand could better integrate into that group • Tell you that your product isn’t good enough and that you need to make some changesWednesday, February 20, 2013 39
  45. 45. What do you when observation is not enough?Wednesday, February 20, 2013 40
  46. 46. 3. DoWednesday, February 20, 2013 41
  47. 47. M ETHOD ACTI NG Immerse yourself in your categoryWednesday, February 20, 2013 42
  48. 48. METHOD TECHNIQUES Sensory memory exercises • Method actors learn to use sense memory to recall emotional experiences from their past. Instead of trying to remember or force an emotion, the actor tries to re-create with his senses the circumstances surrounding the experience.  Live their life, read what they read, dress the way they do, take their challengesWednesday, February 20, 2013 43
  49. 49. TH E GOALWednesday, February 20, 2013 44
  50. 50. So what happens when you actually have to talk to people?Wednesday, February 20, 2013 45
  51. 51. 4. Ask + ProjectWednesday, February 20, 2013 46
  52. 52. Y O U O F T E N C A N ’ T A S K D I R E C T LY “Kahneman says that people are remarkably adept at coming up with answers to all kinds of questions without knowing how or why (surveys researchers beware!). His explanation for a lot of this is the idea of substitution. That is, people answer an easier but wrong question rather than the difficult one they were asked.” Wednesday, February 20, 2013 47
  53. 53. TH E PROB LE M: B IASES Irrational escalation – the phenomenon where Clustering illusion – the tendency to Conjunction fallacy – the tendency people justify increased investment in a under-expect runs, streaks or to assume that specific conditions decision, based on the cumulative prior clusters in small samples of random are more probable than general investment data ones Anchoring – the tendency to rely too Availability heuristic – the tendency to heavily, or "anchor," on a past overestimate the likelihood of events Contrast effect – the enhancement with greater "availability" in memory, Confirmation bias – the tendency to reference or on one trait or piece of or diminishing of a weight or other which can be influenced by how recent search for or interpret information in information when making decisions measurement when compared with a the memories are, or how unusual or a way that confirms ones (also called "insufficient adjustment") recently observed contrasting object emotionally charged they may be preconceptions. Attentional bias – the tendency of emotionally dominant stimuli in Information bias– the Loss aversion – "the Unit bias – the tendency to want to finish ones environment to tendency to seek information disutility of giving up an a given unit of a task or an item. Strong preferentially draw and hold even when it cannot affect object is greater than the effects on the consumption of food in attention and to neglect relevant action.[39] utility associated with particular data when making judgments of acquiring it" a correlation or association. Conservatism or regressive bias – Ambiguity effect – the Pseudocertainty effect – the tendency tendency to underestimate high Well travelled road effect – tendency to avoid options for to make risk-averse choices if the values and high likelihoods/ underestimation of the duration which missing information expected outcome is positive, but probabilities/frequencies and taken to traverse oft-traveled routes makes the probability seem make risk-seeking choices to avoid overestimate low ones. Based on and overestimation of the duration "unknown." negative outcomes the observed evidence, estimates taken to traverse less familiar routes. are not extreme enoughWednesday, February 20, 2013 48
  54. 54. S O M E S O LUTI O N S Projection vs. direct questioningWednesday, February 20, 2013 49
  55. 55. S O M E S O LUTI O N S Stories vs. Q&AWednesday, February 20, 2013 50
  56. 56. S O M E S O LUTI O N S Interviewing their friends vs. interviewing themWednesday, February 20, 2013 51
  57. 57. S O M E S O LUTI O N S Imagery vs. wordsWednesday, February 20, 2013 52
  58. 58. S O M E S O LUTI O N S Account for group effectsWednesday, February 20, 2013 53
  59. 59. So....Wednesday, February 20, 2013 54
  60. 60. A F EW F I NAL TH O U G HTS All that glitters is not gold Be distant or be all in Account for human irrationalityWednesday, February 20, 2013 55
  61. 61. Thank You @marklewis_sf @planningnessWednesday, February 20, 2013 56
  1. A particular slide catching your eye?

    Clipping is a handy way to collect important slides you want to go back to later.

×