LEAD USER  GATHERINGS   INSPIRED BY  NISA  John Seifert
“ I WILL BREAK OPEN THE STORY AND I WILL TELL YOU WHAT IS THERE.” <ul><li>-Nisa of the !Kung </li></ul>
<ul><li>Women tend to be more holistic and tend to see the world this way.  </li></ul><ul><li>Women can perform multiple t...
<ul><li>Women have better peripheral vision than men.  </li></ul><ul><li>Women see better in the dark and take in more at ...
MEN TRANSACT <ul><li>Men make transactions </li></ul>Women Shop
 
<ul><li>Food gathering is a feminine activity and has been for over a million years.  </li></ul><ul><li>Women in groups wo...
<ul><li>Anthropologists doing field work start by listening to “key informants” usually chosen for their experience and th...
<ul><li>Today, the majority of food shoppers, food preparers and servers are still women.  </li></ul><ul><li>We learn abou...
<ul><li>We encourage  “controlled experiences”  where we task respondents prior to a session (a gathering task or a servin...
NISA INSPIRED  LEAD USER GATHERINGS <ul><li>Because we are interested in the culture of modern women who “gather” we try t...
WHEN TO USE  NISA INSPIRED  LEAD USER GATHERINGS <ul><li>Project startups/fuzzy front end </li></ul><ul><li>Category under...
WHEN NOT TO….. <ul><li>When you need to quantify </li></ul><ul><li>Qualification research </li></ul><ul><li>Male targeted ...
<ul><li>The point of all this is to make it clear that this is different from your typical focus group, co-net, etc. quali...
<ul><li>Lead User Gatherings  offer interesting consumer interactions, great food prepared by Central Market Catering and ...
Lead User Gatherings Dinner on Thursdays 6:00 PM Brunch on Fridays 10:00 AM Central Market on Coit Rd. Community Room seco...
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Lead user gathering inspired by nisa

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Food involved articulate primary grocery shoppers

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Lead user gathering inspired by nisa

  1. 1. LEAD USER GATHERINGS INSPIRED BY NISA John Seifert
  2. 2. “ I WILL BREAK OPEN THE STORY AND I WILL TELL YOU WHAT IS THERE.” <ul><li>-Nisa of the !Kung </li></ul>
  3. 3. <ul><li>Women tend to be more holistic and tend to see the world this way. </li></ul><ul><li>Women can perform multiple tasks simultaneously better than men. </li></ul><ul><li>Women are more social and cooperative. </li></ul><ul><li>Men hunt, women gather. </li></ul>Women are different than men
  4. 4. <ul><li>Women have better peripheral vision than men. </li></ul><ul><li>Women see better in the dark and take in more at a glance. </li></ul><ul><li>The primary perceptual mode of women is “right hemispheric”: being, images, music, holism, metaphor. </li></ul>
  5. 5. MEN TRANSACT <ul><li>Men make transactions </li></ul>Women Shop
  6. 7. <ul><li>Food gathering is a feminine activity and has been for over a million years. </li></ul><ul><li>Women in groups would spend several hours gathering food and bringing it back to be shared among the community. </li></ul><ul><li>A frequent social activity was sitting around the fire and sharing information about where certain foods could be found and the best techniques to acquire what was needed. </li></ul>
  7. 8. <ul><li>Anthropologists doing field work start by listening to “key informants” usually chosen for their experience and their ability to communicate. </li></ul><ul><li>Through these ethnographic conversations much is learned before validation research is conducted among a random sample. </li></ul>
  8. 9. <ul><li>Today, the majority of food shoppers, food preparers and servers are still women. </li></ul><ul><li>We learn about the culture of gathering from articulate, food involved women. </li></ul><ul><li>We recreate the “campfire experience”. </li></ul>
  9. 10. <ul><li>We encourage “controlled experiences” where we task respondents prior to a session (a gathering task or a serving task) that is relevant to your project. </li></ul><ul><li>We learn by listening to their conversation about the task. </li></ul><ul><li>We listen in…and you can sit around the campfire with us. </li></ul>
  10. 11. NISA INSPIRED LEAD USER GATHERINGS <ul><li>Because we are interested in the culture of modern women who “gather” we try to conduct our research in a manner consistent with and appropriate for this culture. </li></ul><ul><li>We “build our campfire” in a “gathering” destination. </li></ul><ul><li>We value and try to utilize holism and metaphor. </li></ul><ul><li>We encourage avid conversation. </li></ul><ul><li>We ask for stories and images to help us understand. </li></ul><ul><li>Consequently, we avoid some traditional discursive approaches as we opt for the more intuitive. </li></ul><ul><li>We seek description not prediction . </li></ul>
  11. 12. WHEN TO USE NISA INSPIRED LEAD USER GATHERINGS <ul><li>Project startups/fuzzy front end </li></ul><ul><li>Category understanding </li></ul><ul><li>Shopper/POP understanding </li></ul><ul><li>When you’re confused or lost and in need of consumer direction or inspiration </li></ul><ul><li>Concept development/Co-Creation </li></ul><ul><li>When seeking consumer language </li></ul><ul><li>When you need a story or an image </li></ul>
  12. 13. WHEN NOT TO….. <ul><li>When you need to quantify </li></ul><ul><li>Qualification research </li></ul><ul><li>Male targeted projects </li></ul><ul><li>Primary sensory research </li></ul>
  13. 14. <ul><li>The point of all this is to make it clear that this is different from your typical focus group, co-net, etc. qualitative experience. </li></ul><ul><li>It is anthropologically based, ethnographic in nature. </li></ul><ul><li>It’s chattier, more social, less of an interview and more of a conversation. </li></ul><ul><li>Leave your laptop and enjoy the flow. </li></ul><ul><li>We’ll take the notes. </li></ul>
  14. 15. <ul><li>Lead User Gatherings offer interesting consumer interactions, great food prepared by Central Market Catering and an opportunity to enlighten your food category projects. </li></ul>
  15. 16. Lead User Gatherings Dinner on Thursdays 6:00 PM Brunch on Fridays 10:00 AM Central Market on Coit Rd. Community Room second floor Consumer Research Consulting www.newideasonline.com John Seifert - Principle Researcher Cincinnati 513 252 3567 Debbie Retterath - Associate Researcher Dallas 214 384 4551

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