PRO ROOKIE Context gives you deeper insight. Groups are OK. It depends what you do there. Ethnography is a tool like CAD. What’s the best way to Plan it: collect the data? What you do Where you do it.
Who should we talk to? Plan it: Use existing segmentation.
How do we find them? Do it: Talk to strangers Pay them well. Budget for this.
Budget for this too. How do we find them? Do it: Hire a professional
How do we find them? Do it: The audition. We are constantly improving this.
Plan it Do it Understand it Agree on the questions Make a plan Identify the people Find the right people, Collect the data Identify patterns Create insights Answer the question(s) Determine questions Select methods Recruit people Collect data Analyze data Synthesize data R
Agree on the questions. #1. Consensus starts here
4 group interviews / 150 minutes each Have a plan. #2. Repeat it. Part 3 (65 min) Attributes collage Tools Activities Findings/goals Part 1 (9 min) Introduction Part 2 (76 min) Personality collage Ensure participant is comfortable with interview structure and ground rules Establish rapport with participant Identify what each company stands for and doesn’t stand for. Identify group similarities or divergences Understand how each personality of the company looks and feels like as a phone. Identify style, materials, color and form characteristics Individual collage of each carrier Present and summarize collage Group summary of each carrier Based on summary or each company’s personality, create an attribute collage of each company’s phone using words, images and objects. Present and summarize collage Group summary of each carrier Moderator introduction Familiarize participants with goals, agenda, and rules Participant introduction Identify current carrier
It’s always about #3. the experience It’s not just about the thing.
Aspirations reveal opportunities. #4. Current and ideal experiences.
Find the right people. #5. Enthusiasts have more opinions. Who is providing your inspiration?
Be stupid. #6. Why did you pick this to represent waterproof? I don’t know. It just looks waterproof to me. It’s the way the black part wraps over the red part. It makes it look sealed up. Yes. Ask questions like a five year old. What about it looks waterproof? What about that? Waterproof things look sealed up ? Remember you’re looking for the problem - not the solution
Build consensus. Prove it. #7. DROP PROOF 47% Plan on counting it. MODERN PROTECTED PORTABLE WATERPROOF STYLISH 12 % 22 % 17 % 15 % 63 % 48 %