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Week 5융합리서치방법론 + 실습 (Theory & Practice)
Introduction                 understanding major issues about1    Ice Braking                  integrated media research p...
TODAY.Interpretation                  50min                                    50min                 50min              Pr...
HaNd Held Media1                                           KGIT 2011 Spring Semester | JYLEEMapping TechnologyIdentifying ...
| Process                                 Design Goal& Principle                          해결을 위해 서비스 사용자들의 Unmet Needs와   ...
| Mapping Methodologies Giving strategic directionIdentifying criteria, developingStrategic frameworks, specifying andSco...
| Process                                 Design Goal& Principle                          해결을 위해 서비스 사용자들의 Unmet Needs와   ...
| Mapping Methodologies Giving strategic directionAffinity DiagramPersonaCustomer Journey Map (CJM)Expectation mapContext...
| Affinity DiagramAffinity Chart, KJ Method, 친화도법(親化圖法)             * It was created in the 1960s by Japanese anthropologi...
| Affinity DiagramFastest and best method to see all the issuesExposes and makes concrete common issues, distinctions, wor...
| Affinity Diagram                     융합리서치 방법론 & 실습 | WEEK 5 : Interpretation
| Affinity Diagram                                   PresenterPreparation                                   - Interviewer ...
| Affinity Notes (5-10 min each)Preparation       During Interpretation                  a. Identify the role ( Interviewe...
| Affinity Notes (5-10 min each)Preparation       During Interpretation                  c. Capture affinity notes        ...
| Affinity Notes (5-10 min each)Preparation       During Interpretation                  d. Capture Insights              ...
| Affinity DiagramPreparation   Build the Affinity                                  Final Affinity              1. Place a...
| Affinity DiagramPreparation   Build the Affinity (10min)                                Final Affinity              1. P...
| Affinity DiagramPreparation   Build the Affinity (5min)                           Final Affinity              2. Add Blu...
| Affinity DiagramPreparation   Build the Affinity (10min)                           Final Affinity              3. Reorga...
| Affinity DiagramPreparation   Build the Affinity           Final Affinity                                           Roll...
| Affinity Diagram                     Step5 Draw Finished Diagram                     (Pink/Green Label)                 ...
HaNd Held Media                        KGIT 2011 Spring Semester | JYLEEFor Next 50 min>> Affinity Diagram                ...
HaNd Held Media                                   KGIT 2011 Spring Semester | JYLEEDo your research!>> Next Week :PERSONA ...
HaNd Held Media        KGIT 2011 Spring Semester | JYLEEQ&A              HHM.jylee6977.com/tc
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[Imr]week5

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2012 KGIT Intergrated Media Research Class Note

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[Imr]week5

  1. 1. Week 5융합리서치방법론 + 실습 (Theory & Practice)
  2. 2. Introduction understanding major issues about1 Ice Braking integrated media research planning & practice Overview(concept/purpose/methods)2 Research Process Define research question3 Research Process Secondary(Desk) Research Design research process4 Qualitative(Design) method Discovering phase Interpretation phase5 Qualitative(Design) method - Affinity Diagram Modeling phase6 Qualitative(Design) method - Persona, Metal model Co-Creation, ideation phase7 Qualitative(Design) method - Scenario building, mind mapping - Paper prototyping8 Prototyping - Video prototyping survey (1)9 Quantitative method - research elements - sample design survey (2)10 Quantitative method - questionnaire design survey (3)11 Quantitative method - statistical analysis12 Quantitative method FGI(Focus Group Interview) - Experiment13 Quantitative method - Content Analysis14 project report writing a project paper presentation of presentation of term paper which is15 term project Results performed in this semester
  3. 3. TODAY.Interpretation 50min 50min 50min Practice 50min • Interpretation •Final Keyword Methods • Affinity Diagram • KJ Map Lecture Report 50min 100min
  4. 4. HaNd Held Media1 KGIT 2011 Spring Semester | JYLEEMapping TechnologyIdentifying criteria,Developing Strategic frameworks,Specifying and Scoping out of details.Turning complex data into insights HHM.jylee6977.com/tc
  5. 5. | Process Design Goal& Principle 해결을 위해 서비스 사용자들의 Unmet Needs와 Latent Needs는 무엇인가?Define| 배경 및 환경조사 Discovery | 사용자 조사 및 관찰 Synthesis | 모델링, 아이디어 ! Big Idea Implementation | 프로토타이핑, 적용 Problem Define Solution Suggestion 무엇이 문제이고 그것을 어떻게 해결할 것인가? 환경적 문제와 사용자들의 Needs와의 Gap을 줄일 수 있는 방안은 무엇이 있는가? 융합리서치 방법론 & 실습 | WEEK 5 : Interpretation
  6. 6. | Mapping Methodologies Giving strategic directionIdentifying criteria, developingStrategic frameworks, specifying andScoping out of details. Turning complex datainto insightsRequirementsInformation about context, client, service provider, constraints and market placeConsiderationsMapping is always based on information. The strategy and direction is onlyas good as the facts they are based on. 융합리서치 방법론 & 실습 | WEEK 5 : Interpretation
  7. 7. | Process Design Goal& Principle 해결을 위해 서비스 사용자들의 Unmet Needs와 Latent Needs는 무엇인가?Define| 배경 및 환경조사 Discovery | 사용자 조사 및 관찰 Synthesis | 모델링, 아이디어 ! Big Idea Implementation | 프로토타이핑, 적용 Problem Define Affinity Diagram Solution Suggestion 무엇이 문제이고 그것을 어떻게 해결할 것인가? 환경적 문제와 사용자들의 Needs와의 Gap을 줄일 수 있는 방안은 무엇이 있는가? 융합리서치 방법론 & 실습 | WEEK 5 : Interpretation
  8. 8. | Mapping Methodologies Giving strategic directionAffinity DiagramPersonaCustomer Journey Map (CJM)Expectation mapContext mapping 융합리서치 방법론 & 실습 | WEEK 5 : Interpretation
  9. 9. | Affinity DiagramAffinity Chart, KJ Method, 친화도법(親化圖法) * It was created in the 1960s by Japanese anthropologist Jiro Kawakita.The affinity diagram is a creative process used for gathering and organizinglarge amounts of data, ideas and insights by evidencing their natural correlations.One of seven management and planning tool 융합리서치 방법론 & 실습 | WEEK 5 : Interpretation
  10. 10. | Affinity DiagramFastest and best method to see all the issuesExposes and makes concrete common issues, distinctions, work patternsa. Affinity diagram.This diagram is a hierarchical representation of the issuesb. Affinity note. The interpretation session notes.c. Blue labels. Coherent set of notes representing atheme or work distinctiond. Pink labels. The next level of label,collect together a set of Blue labels with a common theme.- Languages in voice of the customer.e. Green labels. The highest level of affinity label,these summarize the Pink labels under them- big piece of the user story 융합리서치 방법론 & 실습 | WEEK 5 : Interpretation
  11. 11. | Affinity Diagram 융합리서치 방법론 & 실습 | WEEK 5 : Interpretation
  12. 12. | Affinity Diagram PresenterPreparation - Interviewer - Brief overview of the user and workPrepare a team room - Shares the insights from the interpretationIdentify the interpretation team - Walks the models  Each model should presented,  Only key points and significant findings Participants - Asking questions - Raising any new issues, DI, Q captured Note taker - Updates the affinity notes with any new observations, DI, Q and insights 융합리서치 방법론 & 실습 | WEEK 5 : Interpretation
  13. 13. | Affinity Notes (5-10 min each)Preparation During Interpretation a. Identify the role ( Interviewers, Note taker, Interpretation team) b. Capture the user profile (Separate document from Affinity notes) c. Capture affinity notes d. Capture insights 융합리서치 방법론 & 실습 | WEEK 5 : Interpretation
  14. 14. | Affinity Notes (5-10 min each)Preparation During Interpretation c. Capture affinity notes Do Records - Interpretation of events, use of artifacts, problems, and opportunities - Important characteristic of the work - Breakdowns in the work - Cultural influence - Design ideas (Flag with DI) - Questions for future interviews (Q) - Insightful customer quotes Do not records - Demographics - Other information represented on work model 융합리서치 방법론 & 실습 | WEEK 5 : Interpretation
  15. 15. | Affinity Notes (5-10 min each)Preparation During Interpretation d. Capture Insights - After capturing the affinity notes(50~100) capture team insights. - This is not design idea or solution - This is describe patterns, situations, needs, key issues, not solution - Capture insights on a separate flipchart, including any points that have already been captured in the affinity notes. This flipchart becomes first results 융합리서치 방법론 & 실습 | WEEK 5 : Interpretation
  16. 16. | Affinity DiagramPreparation Build the Affinity Final Affinity 1. Place all affinity notes 2. Add blue label Rolling in new data 3. Reorganize the wall (Add Pink and Green Label) 융합리서치 방법론 & 실습 | WEEK 5 : Interpretation
  17. 17. | Affinity DiagramPreparation Build the Affinity (10min) Final Affinity 1. Place all affinity notes (Read the notes!) -Start with the one person to build the first column Rolling in new data (NO DI,Q) - Everyone reads through the notes and find the groups - If related affinity notes are found, place under them - If not, start new column - Repeat until 10 columns with 2~4 notes each 융합리서치 방법론 & 실습 | WEEK 5 : Interpretation
  18. 18. | Affinity DiagramPreparation Build the Affinity (5min) Final Affinity 2. Add Blue label 1.Walk through each column of notes looking for Rolling in new data notes that hang together and regrouping them into these smaller groups. 2. Discuss any issues or ideas for new groupings. 3. Separate out any notes that don’t fit 4. Start new columns, if necessary. 5. Write Blue labels for the resulting groupings. !! Good Blue labels have design relevance 융합리서치 방법론 & 실습 | WEEK 5 : Interpretation
  19. 19. | Affinity DiagramPreparation Build the Affinity (10min) Final Affinity 3. Reorganize the wall 1.Restructure the Blue labels to eliminate Rolling in new data redundancies and write your final Blue labels. 2. Create coherent Pink groupings by grouping like Blue labels together and write the Pink Label (3~6 Blue label underneath) 3. Group the Pink labels to create your final coherent Green labels and write the real Green labels(4~8 Pink labels/5~6 Green Label) !!Good Pink labels reveal key issues in the data 융합리서치 방법론 & 실습 | WEEK 5 : Interpretation
  20. 20. | Affinity DiagramPreparation Build the Affinity Final Affinity Rolling in new data Place all affinity notes 1. Print the new notes. Add blue label Reorganize the wall 2. Quickly sort the notes by the existing Green labels (Add Pink and Green Label) 3. Clean up the Green labels. Within each Green grouping 4. Start new columns for notes that don’t fit 5. Repeat until all notes are placed. 융합리서치 방법론 & 실습 | WEEK 5 : Interpretation
  21. 21. | Affinity Diagram Step5 Draw Finished Diagram (Pink/Green Label) Step4 Create Blue Label Step3 Sort affinity into group Step2 Display Affinity Step1 Generate ideas 융합리서치 방법론 & 실습 | WEEK 5 : Interpretation
  22. 22. HaNd Held Media KGIT 2011 Spring Semester | JYLEEFor Next 50 min>> Affinity Diagram HHM.jylee6977.com/tc
  23. 23. HaNd Held Media KGIT 2011 Spring Semester | JYLEEDo your research!>> Next Week :PERSONA | Bring Magazines/Photos HHM.jylee6977.com/tc
  24. 24. HaNd Held Media KGIT 2011 Spring Semester | JYLEEQ&A HHM.jylee6977.com/tc

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