Smart communitiesco creation-kelton_sxsw_7-20-12


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Smart communitiesco creation-kelton_sxsw_7-20-12

  1. 1. Kelton Smart CommunitiesInnovation Through Digital Ethnographies + Design Co-CreationJuly 2012 © 2012 Kelton. Contents are confidential.
  2. 2. Creating New Products And Utilizing Digital Ethnographies To Get There Designers, marketers, advertisers, and insight professionals continually face the challenge of creating new products and creative ideas. But they’re often in the dark about what people want and how they use a product. Focus groups and ethnographies are a great, but they’re limited: they speak with a small number of people at one location for a short time. Digital Ethnographies are a valuable tool to explore consumer experiences and co-create in a way that these methodologies can’t. They offer a myriad of benefits: clients and designers can ideate directly with consumers, get comprehensive learning quickly, gain a rich window into real-life consumer experience, access a large nationwide sample, do product trials and comfortably explore sensitive topics. In this session we will explore what Digital Ethnographies are, how they will help your business, how the co-creation process works, and how this approach is vital for gaining input to design concepts and refining creative ideas.1 © 2012 Kelton. Contents are confidential.
  3. 3. “Netnography is different because it treats online communications not as mere “content,” but as social interaction, as embedded expression of meaning, and as cultural artifact.” – Netnography: The Marketer’s Secret Weapon (March 2010)2 © 2012 Kelton. Contents are confidential.
  4. 4. What are Digital Ethnographies?Digital ethnographers use social science techniques and observationto understand what compels customers to behave the way they do. • Using a digital interface it provides the voice of the customer • Typically lasts 2-4 weeks • Provides a private, confessional environment for expressing opinions and experiences they would not otherwise.3 © 2012 Kelton. Contents are confidential.
  5. 5. How can they help? • Online conversations that dialog with people about their experiences and explore design ideas. • Rich, real-world visual material that brings to life the consumer perspective, behavior and engagement with products, services, and concept ideas. • Weeks or Months of Insight: While a focus group lasts hours, a Digital Ethnography gives you a longitudinal look at people’s behavior nationwide.4 © 2012 Kelton. Contents are confidential.
  6. 6. Strong Co-creation Focus Groups Digital EthnographiesTHE CONTINUUM OF QUALITATIVE RESEARCHWhere do Digital Ethnographies fall onthe continuum of other qualitative Limited Deepresearch and consumer insight Immersion Immersionmethodologies? Ethnographies Limited Co-creation5 © 2012 Kelton. Contents are confidential.
  7. 7. How can you use Digital Ethnographies foriterative designing and co-creation? • Exercises to bring to life their world, perceptions and experiences • Probing around specific business problems and challenges • Showing examples of concepts ideas or having them try out new products • Dialoging about their experience • Fostering input for concept refinement iteratively • Re-exploring and testing optimized concept ideas • Homing in on and selecting the best approach to take forward6 © 2012 Kelton. Contents are confidential.
  8. 8. CURRENT CASE STUDYWe’re utilizing digital ethnographies &design co-creation to explore andvisualize the role of mobile tech andinformation sharing in the lives ofMillennials as well as possible impacton every consumer.More to come!7 © 2012 Kelton. Contents are confidential.
  9. 9. THANK YOU!July 2012 © 2012 Kelton. Contents are confidential.