Cultural probing – a playful and innovative way of carrying out qualitative research - Deutsche Telekom
Cultural probing –a playful and innovative way of carrying outqualitative researchAnnette Böhmer, Senior Insights & Ideation Manager, Berlin, April 2013.
Deutsche Telekom Telekom Innovation Laboratories Creation Center Me
Creation Center: A pla&orm for crea-ng ideas based on human needs. 3
Creation Center motto:“Seeing what everyone else has seen, but thinking what no one has thought!”!
Process step 1: Research – It’s all about getting inspired. Every Crea-on Center process starts with observing the everyday life of people. Based on what we see in the research, we iden-fy opportuni-es. 5
Therefore we give out homework. These “cultural probes” unveil details of people’s daily life – secrets, hidden needs, wishes, frustra-ons… 6
What are cultural probes? Hand-‐made self observa-on kits that help to collect samples from people’s lifes. Origin: Bill Gaver, Tony Dunne, Elena Pacen- introduced this technique in 1999 in the magazine „Interac-ons“. Deﬁni+on: Cultural probes are samples from other people‘s daily lifes – vivid, hap-c, colourful, playful, individual and surprising. To get them, the researcher has to create liRle packages , “self-‐observa-on kits”. 7
Working with cultural probes: We are inspiring our par-cipants to inspire us. 8
Advantages of cultural probes: Cultural probes are authen-c, tangible and s-cky. Advantages: • Authen-c and tangible results • Cost & -me eﬃcient compared to home visits • Low inﬂuence of researcher • High involvement of par-cipant • Triggers crea-vity of people to come up with their own ideas • We are close to people without being there, even in moments when people want to be leX alone • Helps to iden-fy most interes-ng par-cipants for further ethnographic 9 deep-‐dive or co-‐crea-on workshop
Downsides of cultural probes: Cultural probes are quite -me consuming, you have to be crea-ve! Downsides • Requires prepara-on -me • Needs graphic skills • Might overstrain „normal people“ 10
Creating cultural probes: Invest as much eﬀort as you want the par-cipants to invest. Rules: • The more eﬀort you put into crea-ng the self observa-on kits, the more inspira-on you will get • Find a playful and unique layout • Speak an easy to understand language • Use high quality material, pens, s-ckers, etc Guiding Principle: • Focus the topic but leave space for surprises! Recommended: • Make a pretest 11 • Explain the probes face-‐to-‐face
Types of cultural probes: Find the right probe-‐type to record the most interes-ng events. Types of cultural probes: • diaries • collec-on bags/ jars • photo/ video tasks • maps • tagging of objects • love-‐/ hateleRers • issue cards • screenshots • … 12
Example 1: Maps. How can we enhance community interac-on on mobile phones? 13
Example 2: Spontaneous videos. A strong research provides us with personal, spicy, in-mate and undigested stories. We sent tasks by text message for spontaneous reac-ons. 14
Example 3: Video tasks. It provides a universal language that is understandable for all involved in the project. 15
Example 4: Collection jars. Finds from people tell you stories. 16
Example 4: Letters. Let people write leRers – they contain their desires, honest opinions. 17
Return of Cultural Probes: Use the cultural probes as inspira-on for an idea-on workshop. Co-‐Crea+on: • Get the probes back several days before the scheduled workshop • Invite the most interes-ng persons • Let the par-cipants present their probes • Extract interes-ng insights together • Co-‐create solu-ons • Have fun! 18
Presentation of Cultural Probes: Let the par-cipants present their probes. Presenta+on Challenge: • Select the most interes-ng probes for the presenta-on • All selected probes should get an addi-onal reward • Bonus reward if someone delivers a very interes-ng insight • Have fun!
Rewarding of Cultural Probes: Transparent rewarding system helps to enhance the quality of probes. Par+cipants get inven+ve depending on the quality of their probe: • Put „price tags“ on every probe • Give an example of a probe that was returned by somebody else • Make transparent that only complete probes will be rewarded • Pay 10-‐15€ per hour 20
More info about the Creation Center Visit our homepage: www.crea-on-‐center.de Check out our book: www.unternehmen-‐idee.de Like us on facebook: facebook/crea-oncenter Thank You! Annette.Boehmer@ telekom.de 21