Drc2011 chicago my problems with insights_optimized

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Drc2011 chicago my problems with insights_optimized

  1. 1. in/ situmDRCX : Design Research ConferenceOctober 2011Luis Arnal, Managing partner
  2. 2. My 3 problems with insights Some lessons
  3. 3. My 3 problems with insights Some lessonsDisclaimer 1: Replace insights forinnovation or solutions and overalltalk will still make senseDisclaimer 2: All stories and charactersreferred to in this talk are fictitious,even those who I have personally met.Any resemblance to real personsworking for marketing departments inmultinational corporations andadvertising firms is purely coincidental.
  4. 4. problem#1 meaning
  5. 5. No word in Spanish or Portuguese
  6. 6. No word in Spanish or Portugueseinsight = observação informação análisis datos entendimiento perspicacia comprendimiento ¿qué encontraste?
  7. 7. cooking without
  8. 8. Hola friends! I came up with un great insightno comprendo your without doing any ‘insight’ research at all! Let’s base our product strategy on this!
  9. 9. quote? finding? concept?insight
  10. 10. quote? finding? concept?insight
  11. 11. quote? finding? concept?insight
  12. 12. quote? finding? concept?insightful
  13. 13. quote? finding? concept?insightfullofshit
  14. 14. quote? finding? concept?insightfull ofwisdom
  15. 15. quote? finding? concept?insightless
  16. 16. lessonsdon‟t overestimate its meaninginsights are full of… wisdominsights need “wow”
  17. 17. problem#2 formula
  18. 18. there are formulas out therecustomer [need, want, wish, aspiration]context [situation, environment]„but‟ [or other conjunction]verb [friction, problem, barrier]consequence [efect on the customer]
  19. 19. Young people seek reward from their brandWhile using the mobile devicebut[productX] does not allow their ID to be sharedtherefore they combine functionalities from other products
  20. 20. Young people seek recognition from their friendsWhile using the webbut[productX] gives limited feedbacktherefore they hate us
  21. 21. This is data… (lots of it and good one too) This is a finding, an observation, a description of an interesting think, do, use, feel “and this is a quote”
  22. 22. 4 5 6 3 7 15 8 2 14 13 11 10 9 16 121codify data, organize
  23. 23. 4 5 6 3 7 15 8 2 14 11 13 10 9 16 121analysis
  24. 24. 4 5 6 3 7 15 8 2 14 11 13 10 9 16 121analysis… more analysis
  25. 25. 4 5 6 3 7 15 8 2 14 11 13 10 9 16 121Is this the result? (pls, don‟t make up results)
  26. 26. Or this? (don‟t make up results! less so horrible ones!)
  27. 27. 4 5 6 3 7 15 8 2 14 11 13 10 9 16 121Use informed imagination
  28. 28. 4 5 6 3 7 15 8 2 14 11 13 10 9 16 121(this is „fidelity of meaning‟)
  29. 29. 4 5 6 3 7 15 8 2 14 11 13 10 9 16 121Our job is not done with a great insight…
  30. 30. An insight is useless if it‟s not turned into a solution…
  31. 31. lessonsInsight development requires patienceInsights are not „discovered‟, they are „developed‟Insights = 30% data, 30% perspiration, 30% inspiration(the rest is luck)Insights are a means to an end [solution]Measure the effect of insights (and share with us)
  32. 32. problem#3 People(and their companies, really)
  33. 33. law of the skillful insighter“An organization / person ability to develop anduse great insights depends on their self-esteem[to connect the dots] and their expertise [rigour inthe process]”
  34. 34. “I am completely sure I know“I found this… i think” what I am talking about” - Courage / self esteem + Intuition Fear
  35. 35. “after 3 months in the field and using a variety of research methods I am extracting its meaning, interpreting, categorizing, seeing patterns, creating frameworks that are truthful, non-obvious, relevant“insight? I am just and with a direct implication topassing by” our business” - Quality / expertise + Attends conferences Embraces ignorance
  36. 36. Courage Quality
  37. 37. Courage Quality
  38. 38. jackass warriorCourage ? ignorant chicken Quality
  39. 39. lessonsbe brave, courageous (and work for companies like that)understand the segment you are talking toaim for quality and disseminate best practices
  40. 40. thank you!Thoughts? Comments? Drop me a line luisarnal@insitum.com twitter: luisarnal in/ situm.com
  41. 41. a word from my sponsorEstablished over 10 years ago, in/situm is an innovation consultancy thatprovides strategic solutions to organizations. With offices in Argentina, Brazil,Colombia, Mexico and US, we have conducted over 500 innovation projects fora wide range of industries and sectors.Our goal is to create positive impact in our world. To do so, we work withFortune 500 companies, startups and the public sector to develop new andimproved products, services, brands, messages and strategies based on a deepunderstanding of people‟s needs, behaviors and aspirations.Our multidisciplinary teams combine diverse backgrounds, experiences andinterests. We bring together ideas, theories, tools and methods from manydisciplines, including anthropology, sociology, cognitive psychology, design,communication, marketing and business strategy. This approach allows us toreach actionable solutions that are meaningful to users, generate value tobusinesses and are new to the world. in/ situm.com

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