Andrew Schechterman, MS, PHD
Michael Eckersley, MFA, PHD
Max Ruckman, Black & Decker HHI
Bill O’Connor, Source, Inc.
www.m...
The ethnography research in this presentation was completed as part of a larger brand
development project for Black & Deck...
Ethno
graphy
Brand Strategy
Development and
Creation Design of a
branding System
brand strategy development and design of a brand branding system
Brand
objective
processStrategy
Brand
System
Design
Post
Design
Research
Finalization Application
Research
Designer
Arbiter &
Client
Consumer
User
Research
o
b
j
e
c
t
i
v
e
s
human-centered research and strategic design-planning
Help inform A
new Brand
and platform
accomplish
qualitative
research
yielding
insights and
human-
centered
“DNA”
provide conceptual representations of
insights, conclusions and recommendations
14
p
r
i
m
e
r
design for
experience
method and
process
quick
primer
Design for Experience Method: High - Level
Marketing Engineering
Design
Sellable
&
Distributable
Possible
&
Feasible
Usefu...
Design for
Experience
Method:
In-Depth
“I am Me”
By Becky Weraer
I am funny
I run, sing and play
I like dogs
Im a sister
a wide or horizontal view yields a commodities or manufacturing view of humans as customers
Experience
Seeing Customers
Hu...
a zoom or vertical view yields a market view of customers as humans
Experience
Seeing Customers
Humans
a microscopic view demands patience and skill, but yields critical insights
21
Experience
Seeing Customers
Humans
Discover &
Refinement
Opportunities
Everywhere
Discover &
Refinement
Opportunities
Everywhere
Discover &
Refinement
Opportunities
Everywhere
Discover &
Refinement
Opportunities
Everywhere
Everyday Realities
Human Data
Personas
Archetypes
Design Filters
31
natural
affinities to
“correct,
life-size”
archetypes
Well,
he’s right.
Grandma
Opal
brings me
toys!
Mom,
you’re
the best!
Archetype as Human Continuum
Archetype
As
Human
Continuum
science teaches us that humans are more alike than different
the primary differentiator being...
Archetype
As
Human
Continuum
understanding the nuances of human experience across a
continuum, deeply informs strategy for...
Archetype
as
Human
Continuum
Express
Search
Manage
Realize
&&Manifest
behaviors or
actions which
are largely
objective and
observable
go to a showroom
browse a catalog
talk to a friend
touch hardware
place an item in context
thoughts or
opinions
which are
subjective and
unobservable
until
expressed
early
American
would be
nice
great quality, affordable too
it should
be inviting
emotions or
feeling which are
subjective and
inferentially
observable, not
requiring
explanation
it feels…
solid
safe
e
x
c
i
t
i
n
g
b
o
r
i
n
REALIZE - MANIFEST
55
Decisions
reflecting
e
d
u
c
a
t
i
o
n
urgency
choice
confidence
Satiation
all prior
behavioral
Cognitive
And
Affective
variables
P
a
r
t
i
c
i
p
a
n
t
s
Participant
Geography:
Current and
Previous
63
San Diego
Phoenix
Salt Lake
Boise
Kansas City
St. Louis
Chicago
Birmingham
...
A
r
b
i
t
e
r
s
65
Kim
Lucy
Martha
Kathy
C
l
i
e
n
t
C
o
n
s
u
m
e
r
s
Liz &Robert
Marlise&&
Mike
Leslie &
Family
h
y
b
r
i
d
s
wearing the hats of
an arbiter and a
client at the same time
Annie
Brad
melanie
Data points
Touch points
Constructs
Moments of Truth
Touch point Universe
Arbiter-relevant Touch points
consumer-relevant Touch points
Builder/Architect relevant Touch points
((consumer-arbiter))))
Touch points of shared relevance(((
(expression: desires, needs, style, vision…)
Touch point constellation construct
(search(find): appropriate path elements)
Touch point constellation construct
(management: process, complexity)
Touch point constellation construct
(realization (manifestation): dream, style, goals visualization)
Touch point constellation construct
Problem
Solution
Spaces
Problem
Solution
Space #1
arbiter
client
decisions
made in
the
building
process
Problem
Solution
Space #2
P
e
r
s
o
n
a
s
A
r
c
h
e
t
y
p
e
Interior
Designer
ArchetypeCarole
“you have to be an
excellent communicator”
“it‟s 90%
of the job”
“a lot of psychology”
I enjoy
developing a
personal
relationship
with clients
“it leads to successful collaboration”
reflecting
the family’s
lifestyle
“I don‟t get many clients who
cheat on product quality”
“they‟re
pretty
consistent
on price-
points
throughout”
“some of my clients are wealthy”
“but they‟re not stupid”
“they won‟t waste their money”
“different”
“but – product
names don’t
dictate what I
choose to specify”
Front door – the
architecture and the
material has to blend
with what’s inside
getting to know the arbiter, Carole
Family originally from Cleveland
children are in the public schools
40 years old
two children, 8 & I0
married to Jim for I5 years
Jim works in Banking
Administration
(working on his MBA)
They live
in Dublin,
an upper
middle-
class
suburb of
Columbus,
Ohio
with some coursework in architecture
B.A. in Interior Design
Carole Drives a
2010 Lexus SUV
Jim drives a 2012
Mazda sedan
full-time
independent
interior
designer
with
full-time
assistant
primarily residential
some commercial
gets most
referrals by
word of mouth
involved in 3-4
projects at a time
project budgets range
from less than $20,000
to more than $200,000
Leslie &
Doug
Client
couple
archetype
“door hardware may
be heavy, a really great
finish” [Leslie]
bathroom
hardware,
possibly unique,
but relating to
sink fixtures and
the style of
tile [Leslie]
“well, I guess they
should be compatible,
but not direct
matches” [Leslie]
I„ve already
selected the front
door hardware
[laughs, then
points to circled
items in a catalog]
[Leslie]
“they‟re pretty plain. huh?
actually, they‟re just what I
wanted” [Leslie]
“i‟m very concerned about it
lasting a long time” [Doug]
“my files appear to
be in disarray”
[Leslie‟s interior research]
but I know where
everything is; I stay
organized by using...
“…like the
bathroom sink
design, it makes it
nice to get ready
in the morning”
[Leslie, Doug nods head]
getting
to know
the
clients
originally from Columbus and Cincinnati (Ohio)
married
16 years
and
a
g
39
s
o
n
s2
a family dog
lives
in
an
upper
middle
class
suburb
of
Columbus
Ohio
(mechanical engineering)
Doug is co-owner of a manufacturing firm
Leslie is a full-time mom and CPA
providing “relief“ for local corporations during tax season
Doug drives a 2009
Jeep Grand Cherokee
Leslie drives a 2011
Chrysler Minivan
building a
custom home
on a private
golf course
budget
$925,000
Leslie is particularly interested in a “very nice kitchen and master bath”
Doug is particularly interested in having a full-sized office
and
work
shop
Doug Also
wants it
to be a
place
where
friends
can come
to relax
and play
golf
We explored
three different
types of
relationships
1 - client leads the project
2 - Collaboration between client &&&and Designer
3 - Designer Leads the project
client
leads
Carole Leslie
Leslie is a self-starter
she has a lot of interest in:
building
design
Leslie
remodeled or
built a home
prior to the
current
custom home
Leslie actively
researches and
specifies many
of her materials
and hardware
she may work closely with
her builder and architect
sometimes
even operating
as the general
contractor or
“assistant" to
the contractor
15
9
this is a
significant
amount of work
for Leslie,
balanced with
her own daily
responsibilities
but she enjoys it as a “labor of love”
Leslie may access Carole„s
expertise at the start of a
project and at various
stages of the process
or on an "as needed" basis
“ Carole“ may be her friend who “happens to be an interior designer”
trusted
family
member
actual interior design
professional she
encounters in a higher-
end design showroom
Carole may also be available via her builder
architect
Client and
Arbiter
collaboration
Carole Leslie
functioning
in a
somewhat
more
common
client-
professional
relationship
Leslie hires Carole
after meeting her at
an open house
she asked Carole to help her in
the design of the family„s new
6000 sq. ft. custom home
nestled on 1.5 acres
Carole knows she has
the freedom to propose
an array of ideas
and expert
recommendations
to Leslie
but honors that Leslie and her
husband will make the final choices
Leslie
remains
comfortable
with
family
friends
even
some
freelance
work
Leslie and Doug share a home office
Leslie meets at
Carole‟s office
and Carole comes
to Leslie's home
the project is
yet must be completed
in less than a year
Leslie and Carole
spent an enjoyable
saturday together
recently
visiting an exclusive showroom
Several
items
were
specified
a few were “rejected!
arbiter
leads
Carole Leslie
Carole is an experienced
Well
regarded
interior
designer
With
A
History
Of
Consulting
On…
c
o
m
m
e
r
c
i
a
l
restoration
historic
and private projects
sometimes with high-dollar budgets
She
attracts
Leslie as a
client, by
referral
Leslie is
busy
with
other
activities
in her life
she and her
husband
currently have
homes on
both coasts
She is
less
inclined
to “dive
into"the
joint
labor
and
decision
making
process
detailing
the
family‟s
new
gathering
place
Carole spends
enough time with
Leslie to get a
good feel of
Leslie„s
personality
life
style
and needs
this is an upfront
“psychological"
skill Carole has
worked to
refine
though she acknowledges
that she is also a natural,
which helps
and though she knows she„s been
granted substantial liberty in the
overall design of the new home
she must ultimately find the
right solution for Leslie‟s needs
Use and Validation
Carole - Designer Leslie - Client
Scenario of actual customer client discussion
Carole
hello, i'm Carole and this is my friend (and
client) Leslie.
we've been asked to tell you something
about our experience of working together
and about the process we undertook
to conceptualize, design and specify
Leslie's amazing new, custom home
here in Dublin. ...
Leslie
hi!
I suppose I can begin, since the
ideas for the house go back some
years – long before Carole and I
met and got ...
Doug and I were married back in
1996. we met as undergrads at
Miami University in Oxford
(Leslie smiles and turns to Carol...
Leslie
I studied Business and Accounting and eventually got my CPA
while I was still pregnant with our first child, Jeremy
Leslie
I guess you could say that Doug and I both come from suburban
middle-class, midwestern families, rather conservativ...
Carole
Me too, Carole
chuckles - inside
joke? I actually met
Doug„s family at
Leslie and Doug„s
open house party
I also got to
know Leslie's
mother on
various
occasions
throughout
the design of
the home
Leslie
The reason I bring up history
is that Doug and I lived in
an apartment for some years
and later our first home was pretty modest
we have fond memories of those years
but we’d always held out
the prospect that someday
we might have a home that
is truly of our own making
over the years I’ve collected many
books and magazines looking for
ideas hoping to find out what‘s
possible in a custom ho...
l also wanted to familiarize
myself with the ins and outs of
the process of home design
you know,
architecture,
building, ...
Carole
Leslie invited her mom in to react
to some of the design and furnishing
issues that came up
she had some good advice
we‟ve laughed plenty of times over
how much our families are alike
wonderful people
but conservative
not willing to take t...
Leslie has an
impressive
collection of
resources
catalogs
“how-to”
books
videos
stained wood
she had a dream…
and was patient and methodical about making it happen
Leslie
when Doug and I were finally in a
position to consider building a new home
his manufacturing business
began to take-off
around 2007 we set
about looking for
property in the
Columbus area
we’ve always
lived close
to neighbors
subdivisions
for this house we
wanted some
acreage
its our
favorite
pastime
We also
wanted some
freedom to
build a truly
custom home…
we have
close
friends who
live in
beautiful
upscale
areas
but the
homes seem
"cookie-
cutter“
they have a “sameness" that we didn„t want
especially given the kind of investment involved
anyway, we’ve always liked Dublin
the schools are excellent
the downtown is nice
it took about a
year, but we found
a really wonderful
piece of land
abutting the
14th tee of a
new country
club golf
development
lots of trees
lots of privacy
plenty of space between the houses
We interviewed some
architects in the area
with mixed results
but eventually found out about a
really gifted young residential
architect in the Cleveland area…
working with Roger
over the summer
(he would fly in or drive over every couple weeks)
(Leslie smiles and turns to Carole)
he was able to gradually get a feel for our vision of the house
and create some great drawings and plans
He brought a
lot to the
design qualities
and possibilities
that we had not
even imagined
but then we came to an impasse
Roger had a great feel for
the broad-brush design
when it came to details in the interior plan
we just couldn‘t get on the same page
that's where Carole came in…
Carole
what she„s referring to is the annual
designers‟ home show sponsored by
businesses in the area to support a local
w...
I was awarded the job of
designing and decorating
the master bedroom
and children‟s rooms
of the show house
Leslie liked my work and gave me a call
thanks again Leslie!
(laughs)
Leslie
I loved what Carole had done with the bedrooms
enough to call her
but what really sold me on her abilities was
our ability to communicate
she‟s a great listener
yet always seems able to offer up
some insight or possible solution
that I know I’ve been thinking about
but haven't had t...
Of coarse,
looking at
Carole's
portfolio of
work
her
drawings
her attention
to detail
to subtleties
materials
it was so impressive
Great
launching
pads for
making
decisions
in no time, Carole
was up to speed on
what we felt we
needed and what
we really hoped
for in the home
though I was familiar with many of the elements and the
general process of designing and building a custom home
I struggled
with how to pull
it all together
Carole's ability
to select just the
right elements
and
finishes
to cabinets and furniture
was so helpful
even more importantly, she was able to work with
Roger to make important changes to the floor plan
that significantly enhanced the
experience of living in the home
we now realize that
A home‟s exterior is one thing
everyone sees it
but the interior is
a whole other
thing
I think much
more complicated
Carole
I occasionally consult with
builders and architects
working to integrate and coordinate
all the various elements
subtleties
and spatial relationships
that the architect
often never has
the time or
patience to deal
with
Their elevations and
plans succeed in
roughing things in
but before you know
it, they're on to
another project
my clients and even architects
are sometimes exhausted or impatient
at later stages of the process, they want closure
it's unfortunate
because decisions made in the final 10% of the process
often can
make or break
the completed
design
Leslie
Carole showed us how relatively simple
alterations in the original interior plan
could create
an entirely
different
orientation
and flow to
the upstairs
bedroom
and hallway
experience
I had some definite ideas
about the configuration
of the master bath
my wants and needs are
different than Doug‘s,
and she
found
ways to
make us
both
happy
Carole also offered a practical
adjustment to the downstairs
entry
h
a
l
l
w
a
y
living room
and kitchen flows
We
have a
close
group
of
friends
and we like
to entertain
the kitchen
breakfast nook
dining area
and patio area
all had to work together
So…
and be adaptable to groups of three or four, even two dozen!
tall order,
I know(smiles at Carole)
now that it’s
complete, it simply
feels right
it captures all the qualities
I had in my mind's eye ten
years ago when we were
still in our little starter home
Carole
Leslie mentioned the home entry…
even really good
architects can overlook
the symbolic “entry-
welcome”
and “entry-farewell” experiences
for the home-owner...
I consider the
front door to be,
both literally and
figuratively the
portal between the
public and private
worlds
the
walk
way
the lighting
the scale
and feel of the door
the door hardware
the sounds
the smells
the lines-
of-sight
all combine to
potentially tell you
something about
the values of the
family living there
the front door
should integrate
with the exterior
style of the house
but also signal the ambiance of the
experience that awaits inside
Leslie
for us, probably the quintessential enjoyment we
get out of our new home
friends have told us that
coming into our house
is somehow special
they can‟t put their finger on it
but they love it
and so do we
Carole
the process of designing a custom (or even
semi-custom) home is immensely gratifying
to me
it‟s like putting together a puzzle that„s different
yet somehow familiar, every time
it‘s fun getting to know a client well to help
them articulate their own style and translate
that style into a fully reali...
although, I have worked with builders to specify
materials, hardware and appliance packages for
higher-end housing develop...
“packaged solutions," seem impersonal
they don„t do a whole lot for me
they're right for some, but not the clients I tend ...
my vendors and I are a team
I rely on them a lot and trust them, and vice versa
the really good ones
help me stay informed
and up-to- date on
new things
they give me
honest value
I guess high-end professional
residential Interior Design is
about criteria of
appropriateness
proportion
and perspective
those are the qualities that set us apart
it‟s where our value lies
(End)
Conclusions and Recommendations 1
the earlier the arbiter
gets involved
the more likely she may be
able to influence the overall
residential experience
the more anxious and overwhelmed the
client, the more likely they may consider a
one-stop solution or packaged solution
this doesn‟t mean
that each party
won't want to “a
la carte"the
solution")
the longer they
live with it (before
or after
c...
for a modest
change fee
(upgrade, downgrade)
price points don‟t seem absolutely critical
we studied the lives of arbiters-clients tackling custom home projects
$750,ooo
To
$5,000,000
in the range
Conclusions and Recommendations 2
while the client must have
some money to spend (for an
interior designer to even
take on the project)
increasingly more unique
hardware is of interest to
many consumers
a brand value
proposition may carry
greater weight if it can
be introduced early into
the design process
if it‟s perceived as solving
a distracting
overwhelming
or anxiety-provoking problem
a brand marketing
message may yield
leverage if it
touches not just
the arbiter, but the
client as well
as distinctive
either by
means of a
"stylistic
heritage“
theme
i.e., anthropolgie store
possibly even sub-branding product lines
with the names
and faces of the
actual artisan-
designers
i.e.,
sundance
catalog
a brand value proposition of
architectural style families
may initially,
carry greater
weight on the far
ends of the
arbiter-client
relationship
continuum
Conclusions and Recommendations 3
project
management
and associated artifacts
the client obtains on
his/her own or from
the arbiter (as a gift)
this might be a
thoughtfully
branded product
workbooks
bags
or other items
that would
make easier
the arbiter's
and/or
client's life
making the arbiters job
too easy may ultimately
disintermediate them
interior designers offer
value because they‟re
trained professionals,
gaining insight into
human needs
wants
interpreting these and then delivering flexible
solutions, which are context, and client-
centered
project management of a custom home is no simple task
helping arbiters & clients experience greater mastery over this
can enhance a brand’s associations
and facilitate serious consideration of products
Conclusions and Recommendations 4
we find
evidence of
stylistic
eclecticism
in the
specification
of interior
materials
surfaces
furnishings
and details
homes
designed to
a particular
stylistic
theme
throughout
do exist,
such as…
bungalow
Tuscan villa
however, they do not appear
to be the norm among our
participants (at present)
there is a significant amount of beautiful,
functional, sustainable (though expensive) door
and bathroom hardware, availab...
many of these
items are in
niche markets
some, such as
southwest
door‟s
hardware are
offered in
“handmade,
architectural
families“
brochures are detailed
and clients
seem willing
to do the
work to
locate items
of interest
to see and
touch for
themselves
there are certain items
they‟re willing to purchase
without having “laid hands”
placed in context of the
existing space, though this
seems difficult for the
hardware decision
Conclusions and Recommendations 5
very little research
of this kind exists
professionals are open to
good
clean
objective
information
that helps them feel
more empowered
providing
arbiters and
clients the
ability to place
the hardware
in-context
to assess
not only
goodness
-of-fit
but, more
importantly,
perceived
fulfillment of
“dream,”
may offer significant advantage over those
hardware pieces that are not available
What did the
research tell us?
target the
arbiter to
launch
they have
access to
the
transactor
in the beginning the arbiter is the storyteller
over time the brand can carefully begin to assume this role
the storytelling
attribute of this
brand is essential
It‟s what
separates it
from other
competitors
“architecturally inspired/ influenced product is the core marketing notion
It’s not the marketing
communications
execution
it won’t win on style alone
or distribution
therearetoo
manyniche
style
authorities
alreadyinplace
there seems
to be a lot
of price
elasticity
promote
the
brand to
the
arbiter
through
him/her
to
his/her
client
with artifacts, workbooks etc. that support
the brand’s meaning of discovery
Andrew Schechterman, MS, PHD
Michael Eckersley, MFA, PHD
Max Ruckman, Black & Decker HHI
Bill O’Connor, Source, Inc.
www.m...
Ethnography case study june 24, 2013
Ethnography case study june 24, 2013
Ethnography case study june 24, 2013
Ethnography case study june 24, 2013
Ethnography case study june 24, 2013
Ethnography case study june 24, 2013
Ethnography case study june 24, 2013
Ethnography case study june 24, 2013
Ethnography case study june 24, 2013
Ethnography case study june 24, 2013
Ethnography case study june 24, 2013
Ethnography case study june 24, 2013
Ethnography case study june 24, 2013
Ethnography case study june 24, 2013
Ethnography case study june 24, 2013
Ethnography case study june 24, 2013
Ethnography case study june 24, 2013
Ethnography case study june 24, 2013
Ethnography case study june 24, 2013
Ethnography case study june 24, 2013
Ethnography case study june 24, 2013
Ethnography case study june 24, 2013
Ethnography case study june 24, 2013
Ethnography case study june 24, 2013
Ethnography case study june 24, 2013
Ethnography case study june 24, 2013
Ethnography case study june 24, 2013
Ethnography case study june 24, 2013
Ethnography case study june 24, 2013
Ethnography case study june 24, 2013
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Ethnography Project by
Andrew Schechterman, MS, PHD
Michael Eckersley, MFA, PHD
Max Ruckman, Black & Decker HHI
Bill O’Connor, Source, Inc.

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Ethnography case study june 24, 2013

  1. 1. Andrew Schechterman, MS, PHD Michael Eckersley, MFA, PHD Max Ruckman, Black & Decker HHI Bill O’Connor, Source, Inc. www.maxruckman.com Ethnography
  2. 2. The ethnography research in this presentation was completed as part of a larger brand development project for Black & Decker. The project focus was on the creation of a new luxury brand of door hardware. This presentation covers only a small portion of the overall research. The research was enlightening, helping us to truly understand the designer, architect and client interaction during the custom home building process. The project was a deep dive into all of the nuances and emotions involved. Everything from the dynamics between husband & wife, how the designers presented their office to the detailed interactions between all parties involved. The project includes three different scenarios: 1) The client leads with help from the designer(arbiter), 2) The designer(arbiter) leads with input from the client, 3) The client and designer(arbiter) collaborate on the project. The information and discussions are real, taken from fieldwork, observing the interaction of designers, architects and clients while actually developing and building a custom home. The homes ranged from $2,000,000 to $5,000,000. Project Overview
  3. 3. Ethno graphy
  4. 4. Brand Strategy Development and Creation Design of a branding System
  5. 5. brand strategy development and design of a brand branding system Brand objective
  6. 6. processStrategy Brand System Design Post Design Research Finalization Application Research
  7. 7. Designer Arbiter & Client Consumer User Research
  8. 8. o b j e c t i v e s
  9. 9. human-centered research and strategic design-planning
  10. 10. Help inform A new Brand and platform
  11. 11. accomplish qualitative research yielding insights and human- centered “DNA”
  12. 12. provide conceptual representations of insights, conclusions and recommendations
  13. 13. 14 p r i m e r
  14. 14. design for experience method and process quick primer
  15. 15. Design for Experience Method: High - Level Marketing Engineering Design Sellable & Distributable Possible & Feasible Useful & Desirable Product Success Human Centered Research Define Release Iterative Participant Studies Iterative Participant Studies Design A B
  16. 16. Design for Experience Method: In-Depth
  17. 17. “I am Me” By Becky Weraer I am funny I run, sing and play I like dogs Im a sister
  18. 18. a wide or horizontal view yields a commodities or manufacturing view of humans as customers Experience Seeing Customers Humans
  19. 19. a zoom or vertical view yields a market view of customers as humans Experience Seeing Customers Humans
  20. 20. a microscopic view demands patience and skill, but yields critical insights 21 Experience Seeing Customers Humans
  21. 21. Discover & Refinement Opportunities Everywhere
  22. 22. Discover & Refinement Opportunities Everywhere
  23. 23. Discover & Refinement Opportunities Everywhere
  24. 24. Discover & Refinement Opportunities Everywhere
  25. 25. Everyday Realities
  26. 26. Human Data Personas Archetypes Design Filters 31
  27. 27. natural affinities to “correct, life-size” archetypes Well, he’s right. Grandma Opal brings me toys! Mom, you’re the best!
  28. 28. Archetype as Human Continuum
  29. 29. Archetype As Human Continuum science teaches us that humans are more alike than different the primary differentiator being culture
  30. 30. Archetype As Human Continuum understanding the nuances of human experience across a continuum, deeply informs strategy for brands & products
  31. 31. Archetype as Human Continuum
  32. 32. Express Search Manage Realize &&Manifest
  33. 33. behaviors or actions which are largely objective and observable
  34. 34. go to a showroom
  35. 35. browse a catalog
  36. 36. talk to a friend
  37. 37. touch hardware
  38. 38. place an item in context
  39. 39. thoughts or opinions which are subjective and unobservable until expressed
  40. 40. early American would be nice
  41. 41. great quality, affordable too
  42. 42. it should be inviting
  43. 43. emotions or feeling which are subjective and inferentially observable, not requiring explanation
  44. 44. it feels…
  45. 45. solid
  46. 46. safe
  47. 47. e x c i t i n g
  48. 48. b o r i n
  49. 49. REALIZE - MANIFEST
  50. 50. 55 Decisions reflecting
  51. 51. e d u c a t i o n
  52. 52. urgency
  53. 53. choice
  54. 54. confidence
  55. 55. Satiation
  56. 56. all prior behavioral Cognitive And Affective variables
  57. 57. P a r t i c i p a n t s
  58. 58. Participant Geography: Current and Previous 63 San Diego Phoenix Salt Lake Boise Kansas City St. Louis Chicago Birmingham Atlanta Miami D.C. Baltimore New Jersey Philadelphia New York City Participant Geography: Current and Previous
  59. 59. A r b i t e r s
  60. 60. 65
  61. 61. Kim
  62. 62. Lucy
  63. 63. Martha
  64. 64. Kathy
  65. 65. C l i e n t C o n s u m e r s
  66. 66. Liz &Robert
  67. 67. Marlise&& Mike
  68. 68. Leslie & Family
  69. 69. h y b r i d s
  70. 70. wearing the hats of an arbiter and a client at the same time
  71. 71. Annie
  72. 72. Brad
  73. 73. melanie
  74. 74. Data points Touch points Constructs Moments of Truth
  75. 75. Touch point Universe
  76. 76. Arbiter-relevant Touch points
  77. 77. consumer-relevant Touch points
  78. 78. Builder/Architect relevant Touch points
  79. 79. ((consumer-arbiter)))) Touch points of shared relevance(((
  80. 80. (expression: desires, needs, style, vision…) Touch point constellation construct
  81. 81. (search(find): appropriate path elements) Touch point constellation construct
  82. 82. (management: process, complexity) Touch point constellation construct
  83. 83. (realization (manifestation): dream, style, goals visualization) Touch point constellation construct
  84. 84. Problem Solution Spaces
  85. 85. Problem Solution Space #1 arbiter client
  86. 86. decisions made in the building process Problem Solution Space #2
  87. 87. P e r s o n a s A r c h e t y p e
  88. 88. Interior Designer ArchetypeCarole
  89. 89. “you have to be an excellent communicator”
  90. 90. “it‟s 90% of the job”
  91. 91. “a lot of psychology”
  92. 92. I enjoy developing a personal relationship with clients
  93. 93. “it leads to successful collaboration”
  94. 94. reflecting the family’s lifestyle
  95. 95. “I don‟t get many clients who cheat on product quality”
  96. 96. “they‟re pretty consistent on price- points throughout”
  97. 97. “some of my clients are wealthy” “but they‟re not stupid” “they won‟t waste their money”
  98. 98. “different”
  99. 99. “but – product names don’t dictate what I choose to specify”
  100. 100. Front door – the architecture and the material has to blend with what’s inside
  101. 101. getting to know the arbiter, Carole
  102. 102. Family originally from Cleveland
  103. 103. children are in the public schools 40 years old two children, 8 & I0
  104. 104. married to Jim for I5 years
  105. 105. Jim works in Banking Administration (working on his MBA)
  106. 106. They live in Dublin, an upper middle- class suburb of Columbus, Ohio
  107. 107. with some coursework in architecture B.A. in Interior Design
  108. 108. Carole Drives a 2010 Lexus SUV
  109. 109. Jim drives a 2012 Mazda sedan
  110. 110. full-time independent interior designer
  111. 111. with full-time assistant
  112. 112. primarily residential
  113. 113. some commercial
  114. 114. gets most referrals by word of mouth
  115. 115. involved in 3-4 projects at a time
  116. 116. project budgets range from less than $20,000 to more than $200,000
  117. 117. Leslie & Doug Client couple archetype
  118. 118. “door hardware may be heavy, a really great finish” [Leslie]
  119. 119. bathroom hardware, possibly unique, but relating to sink fixtures and the style of tile [Leslie]
  120. 120. “well, I guess they should be compatible, but not direct matches” [Leslie]
  121. 121. I„ve already selected the front door hardware [laughs, then points to circled items in a catalog] [Leslie]
  122. 122. “they‟re pretty plain. huh? actually, they‟re just what I wanted” [Leslie]
  123. 123. “i‟m very concerned about it lasting a long time” [Doug]
  124. 124. “my files appear to be in disarray” [Leslie‟s interior research] but I know where everything is; I stay organized by using this spiral binder. I got this one at Target” [Leslie]
  125. 125. “…like the bathroom sink design, it makes it nice to get ready in the morning” [Leslie, Doug nods head]
  126. 126. getting to know the clients
  127. 127. originally from Columbus and Cincinnati (Ohio)
  128. 128. married 16 years
  129. 129. and a g 39
  130. 130. s o n s2
  131. 131. a family dog
  132. 132. lives in an upper middle class suburb of Columbus Ohio
  133. 133. (mechanical engineering) Doug is co-owner of a manufacturing firm
  134. 134. Leslie is a full-time mom and CPA providing “relief“ for local corporations during tax season
  135. 135. Doug drives a 2009 Jeep Grand Cherokee
  136. 136. Leslie drives a 2011 Chrysler Minivan
  137. 137. building a custom home on a private golf course budget $925,000
  138. 138. Leslie is particularly interested in a “very nice kitchen and master bath”
  139. 139. Doug is particularly interested in having a full-sized office
  140. 140. and work shop
  141. 141. Doug Also wants it to be a place where friends can come to relax
  142. 142. and play golf
  143. 143. We explored three different types of relationships
  144. 144. 1 - client leads the project 2 - Collaboration between client &&&and Designer 3 - Designer Leads the project
  145. 145. client leads
  146. 146. Carole Leslie
  147. 147. Leslie is a self-starter she has a lot of interest in:
  148. 148. building
  149. 149. design
  150. 150. Leslie remodeled or built a home prior to the current custom home
  151. 151. Leslie actively researches and specifies many of her materials and hardware
  152. 152. she may work closely with her builder and architect
  153. 153. sometimes even operating as the general contractor or “assistant" to the contractor 15 9
  154. 154. this is a significant amount of work for Leslie, balanced with her own daily responsibilities
  155. 155. but she enjoys it as a “labor of love”
  156. 156. Leslie may access Carole„s expertise at the start of a project and at various stages of the process
  157. 157. or on an "as needed" basis
  158. 158. “ Carole“ may be her friend who “happens to be an interior designer”
  159. 159. trusted family member
  160. 160. actual interior design professional she encounters in a higher- end design showroom
  161. 161. Carole may also be available via her builder
  162. 162. architect
  163. 163. Client and Arbiter collaboration
  164. 164. Carole Leslie
  165. 165. functioning in a somewhat more common client- professional relationship
  166. 166. Leslie hires Carole after meeting her at an open house
  167. 167. she asked Carole to help her in the design of the family„s new 6000 sq. ft. custom home nestled on 1.5 acres
  168. 168. Carole knows she has the freedom to propose an array of ideas
  169. 169. and expert recommendations to Leslie
  170. 170. but honors that Leslie and her husband will make the final choices
  171. 171. Leslie remains comfortable
  172. 172. with family
  173. 173. friends
  174. 174. even some freelance work
  175. 175. Leslie and Doug share a home office
  176. 176. Leslie meets at Carole‟s office and Carole comes to Leslie's home
  177. 177. the project is yet must be completed in less than a year
  178. 178. Leslie and Carole spent an enjoyable saturday together recently
  179. 179. visiting an exclusive showroom
  180. 180. Several items were specified
  181. 181. a few were “rejected!
  182. 182. arbiter leads
  183. 183. Carole Leslie
  184. 184. Carole is an experienced
  185. 185. Well regarded
  186. 186. interior designer
  187. 187. With A History Of Consulting On…
  188. 188. c o m m e r c i a l
  189. 189. restoration
  190. 190. historic
  191. 191. and private projects
  192. 192. sometimes with high-dollar budgets
  193. 193. She attracts Leslie as a client, by referral
  194. 194. Leslie is busy with other activities in her life
  195. 195. she and her husband currently have homes on both coasts
  196. 196. She is less inclined to “dive into"the joint labor and decision making process
  197. 197. detailing the family‟s new gathering place
  198. 198. Carole spends enough time with Leslie to get a good feel of Leslie„s
  199. 199. personality
  200. 200. life style
  201. 201. and needs
  202. 202. this is an upfront “psychological" skill Carole has worked to refine
  203. 203. though she acknowledges that she is also a natural, which helps
  204. 204. and though she knows she„s been granted substantial liberty in the overall design of the new home
  205. 205. she must ultimately find the right solution for Leslie‟s needs
  206. 206. Use and Validation
  207. 207. Carole - Designer Leslie - Client Scenario of actual customer client discussion
  208. 208. Carole hello, i'm Carole and this is my friend (and client) Leslie.
  209. 209. we've been asked to tell you something about our experience of working together
  210. 210. and about the process we undertook to conceptualize, design and specify Leslie's amazing new, custom home here in Dublin. Ohio. LesIie?…
  211. 211. Leslie hi! I suppose I can begin, since the ideas for the house go back some years – long before Carole and I met and got to know each other…
  212. 212. Doug and I were married back in 1996. we met as undergrads at Miami University in Oxford (Leslie smiles and turns to Carole and smiles)
  213. 213. Leslie I studied Business and Accounting and eventually got my CPA while I was still pregnant with our first child, Jeremy
  214. 214. Leslie I guess you could say that Doug and I both come from suburban middle-class, midwestern families, rather conservative…
  215. 215. Carole Me too, Carole chuckles - inside joke? I actually met Doug„s family at Leslie and Doug„s open house party
  216. 216. I also got to know Leslie's mother on various occasions throughout the design of the home
  217. 217. Leslie The reason I bring up history is that Doug and I lived in an apartment for some years
  218. 218. and later our first home was pretty modest we have fond memories of those years
  219. 219. but we’d always held out the prospect that someday we might have a home that is truly of our own making
  220. 220. over the years I’ve collected many books and magazines looking for ideas hoping to find out what‘s possible in a custom home
  221. 221. l also wanted to familiarize myself with the ins and outs of the process of home design you know, architecture, building, interior design…
  222. 222. Carole Leslie invited her mom in to react to some of the design and furnishing issues that came up she had some good advice
  223. 223. we‟ve laughed plenty of times over how much our families are alike wonderful people but conservative not willing to take too many risks
  224. 224. Leslie has an impressive collection of resources
  225. 225. catalogs
  226. 226. “how-to” books
  227. 227. videos
  228. 228. stained wood
  229. 229. she had a dream… and was patient and methodical about making it happen
  230. 230. Leslie when Doug and I were finally in a position to consider building a new home
  231. 231. his manufacturing business began to take-off
  232. 232. around 2007 we set about looking for property in the Columbus area
  233. 233. we’ve always lived close to neighbors
  234. 234. subdivisions
  235. 235. for this house we wanted some acreage
  236. 236. its our favorite pastime
  237. 237. We also wanted some freedom to build a truly custom home…
  238. 238. we have close friends who live in beautiful upscale areas but the homes seem "cookie- cutter“
  239. 239. they have a “sameness" that we didn„t want especially given the kind of investment involved
  240. 240. anyway, we’ve always liked Dublin the schools are excellent the downtown is nice
  241. 241. it took about a year, but we found a really wonderful piece of land
  242. 242. abutting the 14th tee of a new country club golf development
  243. 243. lots of trees lots of privacy plenty of space between the houses
  244. 244. We interviewed some architects in the area with mixed results
  245. 245. but eventually found out about a really gifted young residential architect in the Cleveland area…
  246. 246. working with Roger over the summer (he would fly in or drive over every couple weeks) (Leslie smiles and turns to Carole)
  247. 247. he was able to gradually get a feel for our vision of the house
  248. 248. and create some great drawings and plans
  249. 249. He brought a lot to the design qualities and possibilities that we had not even imagined
  250. 250. but then we came to an impasse Roger had a great feel for the broad-brush design
  251. 251. when it came to details in the interior plan we just couldn‘t get on the same page
  252. 252. that's where Carole came in…
  253. 253. Carole what she„s referring to is the annual designers‟ home show sponsored by businesses in the area to support a local women & children‟s clinic…
  254. 254. I was awarded the job of designing and decorating the master bedroom and children‟s rooms of the show house
  255. 255. Leslie liked my work and gave me a call thanks again Leslie! (laughs)
  256. 256. Leslie I loved what Carole had done with the bedrooms enough to call her
  257. 257. but what really sold me on her abilities was our ability to communicate she‟s a great listener
  258. 258. yet always seems able to offer up some insight or possible solution that I know I’ve been thinking about but haven't had the words to express
  259. 259. Of coarse, looking at Carole's portfolio of work
  260. 260. her drawings
  261. 261. her attention to detail
  262. 262. to subtleties
  263. 263. materials
  264. 264. it was so impressive Great launching pads for making decisions
  265. 265. in no time, Carole was up to speed on what we felt we needed and what we really hoped for in the home
  266. 266. though I was familiar with many of the elements and the general process of designing and building a custom home
  267. 267. I struggled with how to pull it all together
  268. 268. Carole's ability to select just the right elements
  269. 269. and finishes
  270. 270. to cabinets and furniture was so helpful
  271. 271. even more importantly, she was able to work with Roger to make important changes to the floor plan
  272. 272. that significantly enhanced the experience of living in the home we now realize that
  273. 273. A home‟s exterior is one thing everyone sees it
  274. 274. but the interior is a whole other thing I think much more complicated
  275. 275. Carole I occasionally consult with builders and architects
  276. 276. working to integrate and coordinate all the various elements subtleties and spatial relationships
  277. 277. that the architect often never has the time or patience to deal with
  278. 278. Their elevations and plans succeed in roughing things in
  279. 279. but before you know it, they're on to another project
  280. 280. my clients and even architects
  281. 281. are sometimes exhausted or impatient
  282. 282. at later stages of the process, they want closure
  283. 283. it's unfortunate because decisions made in the final 10% of the process
  284. 284. often can make or break the completed design
  285. 285. Leslie Carole showed us how relatively simple alterations in the original interior plan
  286. 286. could create an entirely different orientation and flow to the upstairs bedroom and hallway experience
  287. 287. I had some definite ideas about the configuration of the master bath
  288. 288. my wants and needs are different than Doug‘s,
  289. 289. and she found ways to make us both happy
  290. 290. Carole also offered a practical adjustment to the downstairs entry
  291. 291. h a l l w a y
  292. 292. living room
  293. 293. and kitchen flows
  294. 294. We have a close group of friends and we like to entertain
  295. 295. the kitchen breakfast nook dining area and patio area all had to work together So…
  296. 296. and be adaptable to groups of three or four, even two dozen!
  297. 297. tall order, I know(smiles at Carole)
  298. 298. now that it’s complete, it simply feels right
  299. 299. it captures all the qualities I had in my mind's eye ten years ago when we were still in our little starter home
  300. 300. Carole Leslie mentioned the home entry…
  301. 301. even really good architects can overlook the symbolic “entry- welcome” and “entry-farewell” experiences for the home-owners and their guests
  302. 302. I consider the front door to be, both literally and figuratively the portal between the public and private worlds
  303. 303. the walk way
  304. 304. the lighting
  305. 305. the scale
  306. 306. and feel of the door
  307. 307. the door hardware
  308. 308. the sounds
  309. 309. the smells
  310. 310. the lines- of-sight
  311. 311. all combine to potentially tell you something about the values of the family living there
  312. 312. the front door should integrate with the exterior style of the house
  313. 313. but also signal the ambiance of the experience that awaits inside
  314. 314. Leslie for us, probably the quintessential enjoyment we get out of our new home
  315. 315. friends have told us that coming into our house is somehow special
  316. 316. they can‟t put their finger on it but they love it and so do we
  317. 317. Carole the process of designing a custom (or even semi-custom) home is immensely gratifying to me
  318. 318. it‟s like putting together a puzzle that„s different yet somehow familiar, every time
  319. 319. it‘s fun getting to know a client well to help them articulate their own style and translate that style into a fully realized solution
  320. 320. although, I have worked with builders to specify materials, hardware and appliance packages for higher-end housing developments
  321. 321. “packaged solutions," seem impersonal they don„t do a whole lot for me they're right for some, but not the clients I tend to work with
  322. 322. my vendors and I are a team
  323. 323. I rely on them a lot and trust them, and vice versa
  324. 324. the really good ones help me stay informed and up-to- date on new things
  325. 325. they give me honest value
  326. 326. I guess high-end professional residential Interior Design is about criteria of
  327. 327. appropriateness
  328. 328. proportion
  329. 329. and perspective
  330. 330. those are the qualities that set us apart it‟s where our value lies (End)
  331. 331. Conclusions and Recommendations 1
  332. 332. the earlier the arbiter gets involved
  333. 333. the more likely she may be able to influence the overall residential experience
  334. 334. the more anxious and overwhelmed the client, the more likely they may consider a one-stop solution or packaged solution
  335. 335. this doesn‟t mean that each party won't want to “a la carte"the solution") the longer they live with it (before or after completion of the home")
  336. 336. for a modest change fee (upgrade, downgrade)
  337. 337. price points don‟t seem absolutely critical
  338. 338. we studied the lives of arbiters-clients tackling custom home projects
  339. 339. $750,ooo To $5,000,000 in the range
  340. 340. Conclusions and Recommendations 2
  341. 341. while the client must have some money to spend (for an interior designer to even take on the project)
  342. 342. increasingly more unique hardware is of interest to many consumers
  343. 343. a brand value proposition may carry greater weight if it can be introduced early into the design process
  344. 344. if it‟s perceived as solving
  345. 345. a distracting overwhelming or anxiety-provoking problem
  346. 346. a brand marketing message may yield leverage if it touches not just
  347. 347. the arbiter, but the client as well
  348. 348. as distinctive
  349. 349. either by means of a "stylistic heritage“ theme
  350. 350. i.e., anthropolgie store
  351. 351. possibly even sub-branding product lines
  352. 352. with the names and faces of the actual artisan- designers
  353. 353. i.e., sundance catalog
  354. 354. a brand value proposition of architectural style families
  355. 355. may initially, carry greater weight on the far ends of the arbiter-client relationship continuum
  356. 356. Conclusions and Recommendations 3
  357. 357. project management
  358. 358. and associated artifacts
  359. 359. the client obtains on his/her own or from the arbiter (as a gift)
  360. 360. this might be a thoughtfully branded product
  361. 361. workbooks bags or other items
  362. 362. that would make easier the arbiter's and/or client's life
  363. 363. making the arbiters job too easy may ultimately disintermediate them
  364. 364. interior designers offer value because they‟re trained professionals, gaining insight into
  365. 365. human needs
  366. 366. wants
  367. 367. interpreting these and then delivering flexible solutions, which are context, and client- centered
  368. 368. project management of a custom home is no simple task
  369. 369. helping arbiters & clients experience greater mastery over this
  370. 370. can enhance a brand’s associations
  371. 371. and facilitate serious consideration of products
  372. 372. Conclusions and Recommendations 4
  373. 373. we find evidence of stylistic eclecticism in the specification of interior
  374. 374. materials
  375. 375. surfaces
  376. 376. furnishings
  377. 377. and details
  378. 378. homes designed to a particular stylistic theme throughout do exist, such as…
  379. 379. bungalow
  380. 380. Tuscan villa
  381. 381. however, they do not appear to be the norm among our participants (at present)
  382. 382. there is a significant amount of beautiful, functional, sustainable (though expensive) door and bathroom hardware, available
  383. 383. many of these items are in niche markets
  384. 384. some, such as southwest door‟s hardware are offered in “handmade, architectural families“
  385. 385. brochures are detailed
  386. 386. and clients seem willing to do the work to locate items of interest
  387. 387. to see and touch for themselves
  388. 388. there are certain items they‟re willing to purchase without having “laid hands”
  389. 389. placed in context of the existing space, though this seems difficult for the hardware decision
  390. 390. Conclusions and Recommendations 5
  391. 391. very little research of this kind exists
  392. 392. professionals are open to good clean objective information
  393. 393. that helps them feel more empowered
  394. 394. providing arbiters and clients the ability to place the hardware in-context
  395. 395. to assess not only goodness -of-fit
  396. 396. but, more importantly, perceived fulfillment of “dream,”
  397. 397. may offer significant advantage over those hardware pieces that are not available
  398. 398. What did the research tell us?
  399. 399. target the arbiter to launch they have access to the transactor
  400. 400. in the beginning the arbiter is the storyteller
  401. 401. over time the brand can carefully begin to assume this role
  402. 402. the storytelling attribute of this brand is essential
  403. 403. It‟s what separates it from other competitors
  404. 404. “architecturally inspired/ influenced product is the core marketing notion
  405. 405. It’s not the marketing communications execution
  406. 406. it won’t win on style alone
  407. 407. or distribution
  408. 408. therearetoo manyniche style authorities alreadyinplace
  409. 409. there seems to be a lot of price elasticity
  410. 410. promote the brand to the arbiter
  411. 411. through him/her to his/her client
  412. 412. with artifacts, workbooks etc. that support the brand’s meaning of discovery
  413. 413. Andrew Schechterman, MS, PHD Michael Eckersley, MFA, PHD Max Ruckman, Black & Decker HHI Bill O’Connor, Source, Inc. www.maxruckman.com

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