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Betsy Leichliter, Leichliter Associates, USA
April Lecture Series 2014
Ramping up for global innovation:
How digital is your dog?
2014 Platinum Sponsor April Series Sponsor
Betsy Leichliter, Leichliter Associates, USA
April Lecture Series 2014
The point
A bit of qualitative exploration
can take you a long way
even when you don’t know
where to start or
where you want to wind up
Betsy Leichliter, Leichliter Associates, USA
April Lecture Series 2014
Background
ThinkGlobalQualitative.com
• 11 selected associates and their trusted networks
• Provide clients with global qualitative expertise
Betsy Leichliter, Leichliter Associates, USA
April Lecture Series 2014
Topics
1 Why did we do this project?
2 How did we do it?
3 What did we discover?
4 Why does it matter?
5 What’s next?
v0407
Betsy Leichliter, Leichliter Associates, USA
April Lecture Series 2014
1 Why did we do this project?
2 How did we do it?
3 What did we discover?
4 Why does it matter?
5 What’s next?
Betsy Leichliter, Leichliter Associates, USA
April Lecture Series 2014
Situation
Global qualitative
network…
• Developing more ways to
leverage global/local expert
research collaboration
Clients seeking to…
• Detect global new
product/service opportunities
sooner
• Become more co-creative
• De-zombify innovation efforts
“We need ideas
that the world is
almost ready for.”
Betsy Leichliter, Leichliter Associates, USA
April Lecture Series 2014
1 Why did we do this project?
2 How did we do it?
3 What did we discover?
4 Why does it matter?
5 What’s next?
Betsy Leichliter, Leichliter Associates, USA
April Lecture Series 2014
Participants
US/Central & Eastern segment:
• 1-2 dogs
• Single-family homes
• Smartphone/computer experience
• Excluded pet-related occupations
• Sourced via social media and qual recruiting
Betsy Leichliter, Leichliter Associates, USA
April Lecture Series 2014
Participants
Betsy Leichliter, Leichliter Associates, USA
April Lecture Series 2014
Individual
Smartphone
Diaries
Group
Discussion
Board
Mixed
Multi-Screen
Idea-Building
Process
Betsy Leichliter, Leichliter Associates, USA
April Lecture Series 2014
1 Why did we do this project?
2 How did we do it?
3 What did we discover?
4 Why does it matter?
5 What’s next?
Betsy Leichliter, Leichliter Associates, USA
April Lecture Series 2014
Stages
Individual
Smartphone
Diaries
Group
Discussion
Board
• Daily
activities
• Question
of the day
Mixed
Multi-Screen
Idea-Building
Betsy Leichliter, Leichliter Associates, USA
April Lecture Series 2014
Dogs sleeping
Betsy Leichliter, Leichliter Associates, USA
April Lecture Series 2014
Dogs lounging
Betsy Leichliter, Leichliter Associates, USA
April Lecture Series 2014
Dogs dining
Betsy Leichliter, Leichliter Associates, USA
April Lecture Series 2014
Dogs doing their business
Betsy Leichliter, Leichliter Associates, USA
April Lecture Series 2014
Dogs hanging out
Betsy Leichliter, Leichliter Associates, USA
April Lecture Series 2014
Dogs hanging out
Betsy Leichliter, Leichliter Associates, USA
April Lecture Series 2014
Dogs with other dogs
Betsy Leichliter, Leichliter Associates, USA
April Lecture Series 2014
Dogs with kids
Betsy Leichliter, Leichliter Associates, USA
April Lecture Series 2014
Dogs with adults/parents
Betsy Leichliter, Leichliter Associates, USA
April Lecture Series 2014
Dogs on the go
Betsy Leichliter, Leichliter Associates, USA
April Lecture Series 2014
Dogs being good
Betsy Leichliter, Leichliter Associates, USA
April Lecture Series 2014
Dogs being bad
Betsy Leichliter, Leichliter Associates, USA
April Lecture Series 2014
Dogs being indifferent
Betsy Leichliter, Leichliter Associates, USA
April Lecture Series 2014
A dog’s perspective
Betsy Leichliter, Leichliter Associates, USA
April Lecture Series 2014
Dogs being undecipherable
Betsy Leichliter, Leichliter Associates, USA
April Lecture Series 2014
Dogs being destructive
Betsy Leichliter, Leichliter Associates, USA
April Lecture Series 2014
Doggie drama1
2
3
4
Betsy Leichliter, Leichliter Associates, USA
April Lecture Series 2014
Diaries: The downside
Roz Chast
New Yorker Magazine
Betsy Leichliter, Leichliter Associates, USA
April Lecture Series 2014
Questions of the Day
• Best aspects of life with dog(s)
• Dog faves
• Teaching & training
• Difficulties
• Products/services want but can’t find
Betsy Leichliter, Leichliter Associates, USA
April Lecture Series 2014
Best aspects
“To expound on what I said earlier, companionship is the
major aspect of having dogs, at least for me. Al has been with
my wife and I since we were engaged. In fact, he was 8 weeks
old when we adopted him and his projected birthdate was
the day we got engaged. He is now 11 and quickly
approaching 12. His age is catching up to him, and it has
become more apparent in the past few months. I don't know
how much longer we will have with him, but his best days
are behind him. Still, I wouldn't trade anything about the
relationship we have had with him. He's been with us from the
beginning, and he will continue on in our memories when he is
gone. Al is the first dog I've ever had, and a central
character in the genesis of my family. He is a part of our
family. I wouldn’t trade that for anything.”
Betsy Leichliter, Leichliter Associates, USA
April Lecture Series 2014
Stages
Individual
Smartphone
Diaries
Group
Discussion
Board
• Daily
activities
• Question
of the day
Mixed
Multi-Screen
Idea-Building
• Roles
• Peer reco’s
• Brainstorm
products/ser
vices
• Make them
smart
• Expansion,
not
evaluation
• FYIs
• Concept
• Strategic
directions &
examples
Betsy Leichliter, Leichliter Associates, USA
April Lecture Series 2014
Stages
Individual
Smartphone
Diaries
Group
Discussion
Board
• Daily
activities
• Question
of the day
Mixed
Multi-Screen
Idea-Building
• Roles
• Peer reco’s
• Brainstorm
products/ser
vices
• Make them
smart
• Expansion,
not
evaluation
• FYIs
• Strategic
directions &
examples
Betsy Leichliter, Leichliter Associates, USA
April Lecture Series 2014
FYIs
Betsy Leichliter, Leichliter Associates, USA
April Lecture Series 2014
Quiz
Unique paw print?
Unique nose print?
Unique tongue print?
Betsy Leichliter, Leichliter Associates, USA
April Lecture Series 2014
Betsy Leichliter, Leichliter Associates, USA
April Lecture Series 2014
FYIs
Betsy Leichliter, Leichliter Associates, USA
April Lecture Series 2014
Concept
Betsy Leichliter, Leichliter Associates, USA
April Lecture Series 2014
Digital directions & examples
1 Contain
Create and monitor a
movable perimeter
(“mobile bubble”) inside
or outside
3 Communicate
Have a language
training/translation system
to learn what barks/body
language/other "signals"
really mean
2 Care for
Let your dog control
some things he needs
(fresh water/food/air/meds)
while you monitor and
manage others
4 Companionship
Do more than watch your
dog – interact remotely
using sounds, visuals,
or actions
Betsy Leichliter, Leichliter Associates, USA
April Lecture Series 2014
Topics
1 Why did we do this project?
2 How did we do it?
3 What did we discover?
4 Why does it matter?
5 What’s next?
Betsy Leichliter, Leichliter Associates, USA
April Lecture Series 2014
The point
A bit of qualitative exploration
can take you a long way
even when you don’t know
where to start or
where you want to wind up
Betsy Leichliter, Leichliter Associates, USA
April Lecture Series 2014
Ramping up for global innovation:
How digital is your dog?
www.leichliter.com
2014 Platinum Sponsor April Series Sponsor
Betsy Leichliter, Leichliter Associates, USA
April Lecture Series 2014
The Sponsors for this Event
If you are interested in sponsoring a future NewMR event
Email Michele.Poynter@TheFuturePlace.com
2014 Platinum Sponsor April Series Sponsor
Betsy Leichliter, Leichliter Associates, USA
April Lecture Series 2014
Q & A
Ray Poynter
The Future Place
Betsy Leichliter
Leichliter Associates
2014 Platinum Sponsor April Series Sponsor

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Betsy leichliter april lecture series - 2014

  • 1. Betsy Leichliter, Leichliter Associates, USA April Lecture Series 2014 Ramping up for global innovation: How digital is your dog? 2014 Platinum Sponsor April Series Sponsor
  • 2. Betsy Leichliter, Leichliter Associates, USA April Lecture Series 2014 The point A bit of qualitative exploration can take you a long way even when you don’t know where to start or where you want to wind up
  • 3. Betsy Leichliter, Leichliter Associates, USA April Lecture Series 2014 Background ThinkGlobalQualitative.com • 11 selected associates and their trusted networks • Provide clients with global qualitative expertise
  • 4. Betsy Leichliter, Leichliter Associates, USA April Lecture Series 2014 Topics 1 Why did we do this project? 2 How did we do it? 3 What did we discover? 4 Why does it matter? 5 What’s next? v0407
  • 5. Betsy Leichliter, Leichliter Associates, USA April Lecture Series 2014 1 Why did we do this project? 2 How did we do it? 3 What did we discover? 4 Why does it matter? 5 What’s next?
  • 6. Betsy Leichliter, Leichliter Associates, USA April Lecture Series 2014 Situation Global qualitative network… • Developing more ways to leverage global/local expert research collaboration Clients seeking to… • Detect global new product/service opportunities sooner • Become more co-creative • De-zombify innovation efforts “We need ideas that the world is almost ready for.”
  • 7. Betsy Leichliter, Leichliter Associates, USA April Lecture Series 2014 1 Why did we do this project? 2 How did we do it? 3 What did we discover? 4 Why does it matter? 5 What’s next?
  • 8. Betsy Leichliter, Leichliter Associates, USA April Lecture Series 2014 Participants US/Central & Eastern segment: • 1-2 dogs • Single-family homes • Smartphone/computer experience • Excluded pet-related occupations • Sourced via social media and qual recruiting
  • 9. Betsy Leichliter, Leichliter Associates, USA April Lecture Series 2014 Participants
  • 10. Betsy Leichliter, Leichliter Associates, USA April Lecture Series 2014 Individual Smartphone Diaries Group Discussion Board Mixed Multi-Screen Idea-Building Process
  • 11. Betsy Leichliter, Leichliter Associates, USA April Lecture Series 2014 1 Why did we do this project? 2 How did we do it? 3 What did we discover? 4 Why does it matter? 5 What’s next?
  • 12. Betsy Leichliter, Leichliter Associates, USA April Lecture Series 2014 Stages Individual Smartphone Diaries Group Discussion Board • Daily activities • Question of the day Mixed Multi-Screen Idea-Building
  • 13. Betsy Leichliter, Leichliter Associates, USA April Lecture Series 2014 Dogs sleeping
  • 14. Betsy Leichliter, Leichliter Associates, USA April Lecture Series 2014 Dogs lounging
  • 15. Betsy Leichliter, Leichliter Associates, USA April Lecture Series 2014 Dogs dining
  • 16. Betsy Leichliter, Leichliter Associates, USA April Lecture Series 2014 Dogs doing their business
  • 17. Betsy Leichliter, Leichliter Associates, USA April Lecture Series 2014 Dogs hanging out
  • 18. Betsy Leichliter, Leichliter Associates, USA April Lecture Series 2014 Dogs hanging out
  • 19. Betsy Leichliter, Leichliter Associates, USA April Lecture Series 2014 Dogs with other dogs
  • 20. Betsy Leichliter, Leichliter Associates, USA April Lecture Series 2014 Dogs with kids
  • 21. Betsy Leichliter, Leichliter Associates, USA April Lecture Series 2014 Dogs with adults/parents
  • 22. Betsy Leichliter, Leichliter Associates, USA April Lecture Series 2014 Dogs on the go
  • 23. Betsy Leichliter, Leichliter Associates, USA April Lecture Series 2014 Dogs being good
  • 24. Betsy Leichliter, Leichliter Associates, USA April Lecture Series 2014 Dogs being bad
  • 25. Betsy Leichliter, Leichliter Associates, USA April Lecture Series 2014 Dogs being indifferent
  • 26. Betsy Leichliter, Leichliter Associates, USA April Lecture Series 2014 A dog’s perspective
  • 27. Betsy Leichliter, Leichliter Associates, USA April Lecture Series 2014 Dogs being undecipherable
  • 28. Betsy Leichliter, Leichliter Associates, USA April Lecture Series 2014 Dogs being destructive
  • 29. Betsy Leichliter, Leichliter Associates, USA April Lecture Series 2014 Doggie drama1 2 3 4
  • 30. Betsy Leichliter, Leichliter Associates, USA April Lecture Series 2014 Diaries: The downside Roz Chast New Yorker Magazine
  • 31. Betsy Leichliter, Leichliter Associates, USA April Lecture Series 2014 Questions of the Day • Best aspects of life with dog(s) • Dog faves • Teaching & training • Difficulties • Products/services want but can’t find
  • 32. Betsy Leichliter, Leichliter Associates, USA April Lecture Series 2014 Best aspects “To expound on what I said earlier, companionship is the major aspect of having dogs, at least for me. Al has been with my wife and I since we were engaged. In fact, he was 8 weeks old when we adopted him and his projected birthdate was the day we got engaged. He is now 11 and quickly approaching 12. His age is catching up to him, and it has become more apparent in the past few months. I don't know how much longer we will have with him, but his best days are behind him. Still, I wouldn't trade anything about the relationship we have had with him. He's been with us from the beginning, and he will continue on in our memories when he is gone. Al is the first dog I've ever had, and a central character in the genesis of my family. He is a part of our family. I wouldn’t trade that for anything.”
  • 33. Betsy Leichliter, Leichliter Associates, USA April Lecture Series 2014 Stages Individual Smartphone Diaries Group Discussion Board • Daily activities • Question of the day Mixed Multi-Screen Idea-Building • Roles • Peer reco’s • Brainstorm products/ser vices • Make them smart • Expansion, not evaluation • FYIs • Concept • Strategic directions & examples
  • 34. Betsy Leichliter, Leichliter Associates, USA April Lecture Series 2014 Stages Individual Smartphone Diaries Group Discussion Board • Daily activities • Question of the day Mixed Multi-Screen Idea-Building • Roles • Peer reco’s • Brainstorm products/ser vices • Make them smart • Expansion, not evaluation • FYIs • Strategic directions & examples
  • 35. Betsy Leichliter, Leichliter Associates, USA April Lecture Series 2014 FYIs
  • 36. Betsy Leichliter, Leichliter Associates, USA April Lecture Series 2014 Quiz Unique paw print? Unique nose print? Unique tongue print?
  • 37. Betsy Leichliter, Leichliter Associates, USA April Lecture Series 2014
  • 38. Betsy Leichliter, Leichliter Associates, USA April Lecture Series 2014 FYIs
  • 39. Betsy Leichliter, Leichliter Associates, USA April Lecture Series 2014 Concept
  • 40. Betsy Leichliter, Leichliter Associates, USA April Lecture Series 2014 Digital directions & examples 1 Contain Create and monitor a movable perimeter (“mobile bubble”) inside or outside 3 Communicate Have a language training/translation system to learn what barks/body language/other "signals" really mean 2 Care for Let your dog control some things he needs (fresh water/food/air/meds) while you monitor and manage others 4 Companionship Do more than watch your dog – interact remotely using sounds, visuals, or actions
  • 41. Betsy Leichliter, Leichliter Associates, USA April Lecture Series 2014 Topics 1 Why did we do this project? 2 How did we do it? 3 What did we discover? 4 Why does it matter? 5 What’s next?
  • 42. Betsy Leichliter, Leichliter Associates, USA April Lecture Series 2014 The point A bit of qualitative exploration can take you a long way even when you don’t know where to start or where you want to wind up
  • 43. Betsy Leichliter, Leichliter Associates, USA April Lecture Series 2014 Ramping up for global innovation: How digital is your dog? www.leichliter.com 2014 Platinum Sponsor April Series Sponsor
  • 44. Betsy Leichliter, Leichliter Associates, USA April Lecture Series 2014 The Sponsors for this Event If you are interested in sponsoring a future NewMR event Email Michele.Poynter@TheFuturePlace.com 2014 Platinum Sponsor April Series Sponsor
  • 45. Betsy Leichliter, Leichliter Associates, USA April Lecture Series 2014 Q & A Ray Poynter The Future Place Betsy Leichliter Leichliter Associates 2014 Platinum Sponsor April Series Sponsor