How to research (curiously) v2
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How to research (curiously) v2

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

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.

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    How to research (curiously) v2 How to research (curiously) v2 Presentation Transcript

    • 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 3
    • SEARCH = RESEARCH re·search (n): investigation or experimentation aimed at the discovery and interpretation of facts,Wednesday, February 20, 2013 4
    • 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 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
    • 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 Ultimately, you’ll develop some hypothesesWednesday, February 20, 2013 14
    • 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 incidentWednesday, February 20, 2013 17
    • 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-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
    • 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 28
    • 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
    • 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 38
    • 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
    • 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 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
    • TH E GOALWednesday, February 20, 2013 44
    • So what happens when you actually have to talk to people?Wednesday, February 20, 2013 45
    • 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 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
    • 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
    • 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 51
    • 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 irrationalityWednesday, February 20, 2013 55
    • Thank You @marklewis_sf @planningnessWednesday, February 20, 2013 56