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From Research to Co-creation
how technology reframes participation!
and qualitative research methods!
!
!
!
!
!
!
dina mehta | convo.org | @dina!
shubhangi athalye I convo.org!
!
april 21, 2014!
Copyright:+convo.org.+All+rights+reserved+with inputs from stuart henshall who is Convo’s co-creation chief!!
‘Hi$my$name$is$
Shubhangi….$
there$are$no$right$
wrong$
answers…….”$
Why we’re here today! To start a Convo about why
CO-CREATION and IMMERSIONS are the Future
Copyright:+convo.org.+All+rights+reserved+
We’ve+been+doing+focus+
groups+more+or+less+the+
same+way+for+the+last+
25+yrs+and+more+
Today’s Agenda
1.  Trends: from research to co-creation
2.  Pocket Strategy: the tool in our pockets
3.  Blographies: engaging consumers and clients
4.  Learning Journeys: immersive, contextual, visceral learning
5.  Co-creation: telling better stories
6.  Client Delight: and challenges!
Copyright:+convo.org.+All+rights+reserved+
Trend 1: 
Data is everywhere


How do we make it more useful?

“We never, ever in the history of mankind have
had access to so much information so quickly
and so easily” VINT CERF, Father of the Internet

Copyright:+convo.org.+All+rights+reserved+
Copyright:+convo.org.+All+rights+reserved+
Trend 2:
The world is
going MOBILE

How do we get into their
pockets?

Mobile internet use is
expected to surpass traditional
desktop internet use in 2014.
And that I was around for the 
birth Facebook, Twitter and Youtube
Copyright:+convo.org.+All+rights+reserved+
Think+of+how+basic+internet+is+for+us+today……………..+
Google has
changed the 
way we study,
communicate,
play, think,
navigate, 
work.

AND negotiate,
buy and sell



Copyright:+convo.org.+All+rights+reserved+
Trend 3:
Search is Redefined




How do Apps and Google change the
face of Research?
Copyright:+convo.org.+All+rights+reserved+
Trend 4:
How we negotiate
purchase and buy,
has changed


Every purchase starts
with your mobile
rather than ending
with a wallet

Checking with Google,
community on WhatsApp,
Offers, Online purchase
!
I vote myself research
Goddess. Baby center
is my Bible - mom of 4
month baby!
!
I check for my symptoms first
on WebMD. Look up the drugs
I’ve been prescribed…don’t
blindly follow the doctor. -
diabetes patient!
Copyright:+convo.org.+All+rights+reserved+
Trend 5:
Community is at our
fingertips!
Copyright:+convo.org.+All+rights+reserved+
Trend 6:
Visual Storytelling


The world is becoming a
visual place 

YouTube, Pinterest, Instagram,
Visualizations, Infographics
Mapping Value Webs
Copyright:+convo.org.+All+rights+reserved+
Copyright:+convo.org.+All+rights+reserved+
Mind Maps
MORE:+hFp://lifehacker.com/5188833/hiveKfiveKfiveKbestKmindKmappingKapplicaMons+
THE TRENDS:

Trend 1: Data is Everywhere
Trend 2: The world is going MOBILE
Trend 3: Search is Redefined
Trend 4: How we negotiate purchase and buy, has changed
Trend 5: Community is at our Fingertips
Trend 6: Visual Storytelling

Think about their implications for qualitative research:

1.  How do they change the way you think of research for your company
or brand? 
2.  What other trends are we observing that change the way we do
business?


Copyright:+convo.org.+All+rights+reserved+
Focus group research
In+facility+
Formal+
Posturing++
Q&A+
Passive++
Hot+housing+
Structured+++
Group+dynamics+
++++++++Inferred+outcome++
Related+experiences+
Moderated+
InterrogaMve+
methods+
+++++++++++One+way+mirrors/+CCTVs+
StaMc+
FROM..
Copyright:+convo.org.+All+rights+reserved+
TO:
Co-creation
Immersion+
Real+Mme+
Peer+groups+
Deep+delve+
User+scenarios+
Mobile+
ethnography+
Ethnography+
ObservaMon+
Photographs+
ParMcipaMve+
Contextual+
Personas++
Blographies+
+++++++++++
Longitudinal++
Intercepts+
Mobile+
Video+
+++++++++++Walk+throughs+
Dynamic++
Journaling+
Consumer+ecology+
+++++++++++ConversaMons+
+++++++++++Hangouts+
+Learning+
Journeys+
+++++++++++
Workshop+
+++++++++++
Nethnography+
+
Copyright:+convo.org.+All+rights+reserved+
Alterity +
Community +
Ritual and routine + Story telling & gossip +
Culture+
Space +
Concepts from Anthropology & other social sciences
are being adopted……….
Copyright:+convo.org.+All+rights+reserved+
Copyright:+convo.org.+All+rights+reserved+
Alterity- existence of an 
alternative point of view

What does this picture tell you?
2. What’s your POCKET STRATEGY
Copyright:+convo.org.+All+rights+reserved+
1.  Trends: from research to co-creation
2.  Pocket Strategy: the tool in our pockets
3.  Blographies: engaging consumers and clients
4.  Learning Journeys: immersive, contextual, visceral learning
5.  Co-creation: telling better stories
6.  Client Delight: and challenges!
Begin with a Pocket Strategy!

WHAT DO WE DO WITH THIS NEW LENS ON LIFE?

1.  You seek to get in their pocket….. 
2.  You get your researchers adopting the tools
3.  You think about how people are naturally sharing
information today and build on that


Copyright:+convo.org.+All+rights+reserved+
+
According$to$the$report,$Urban$India$will$con>nue$to$account$for$a$large$percentage$of$the$Mobile$Internet$users$across$the$country$and$is$
expected$to$reach$126$million$by$March$2014$and$touch$153$million$users$by$June$2014.$Significantly,$a$dras>c$growth$was$witnessed$in$the$
number$of$users$of$Mobile$Internet$in$Rural$India$and$will$register$an$impressive$50%$growth$to$reach$32$million$by$June$2014.$IAMAI+and+IMRB+
+
!
I hold you so close, I touch you many times a day. You are
my love, my life, my connection (mobile relationship)!
The most interesting things happen 
in people’s lives when the

RESEARCHER IS NOT THERE!
Copyright:+convo.org.+All+rights+reserved+
COST+EFFECTIVE+
ENGAGEMENT+
CONTEXTUAL+
CONFESSION+
+
+
+
“Do it on your consumer’s terms-
fit into their lives and their pockets. 

Ethnographer in your Pocket
Copyright:+convo.org.+All+rights+reserved+
Intuitive ! Share+immediately+
Participant becomes researcher !
High engagement! Unobstrusive-
captured ‘as is’ !
More honest, ‘real’ !
In the moment !On the go !
Rich context!
Versatile !
Quick and easy!
Immediacy !
Ongoing dialogue !
Copyright:+convo.org.+All+rights+reserved+
Give respondents a tool and they
become engaged in the process
Copyright:+convo.org.+All+rights+reserved+
3. Engaging clients and consumers with BLOGRAPHIES
Copyright:+convo.org.+All+rights+reserved+
1.  Trends: from research to co-creation
2.  Pocket Strategy: the tool in our pockets
3.  Blographies: engaging consumers and clients
4.  Learning Journeys: immersive, contextual, visceral learning
5.  Co-creation: telling better stories
6.  Client Delight: and challenges!
“The world desperately needs to hear my opinions and I oblige”
Ophelia Benson
Copyright:+convo.org.+All+rights+reserved+
Clients are Researchers
Participants are Researchers
Copyright:+convo.org.+All+rights+reserved+
!
!
!
!
!
Blographies!
!
Online journaling for participants!
Searchable, taggable data!
Agile, real time conversations!
Exponential learnings!
Collective wisdom!
Organic insight generation!
Parking notes, insights, archives!
Clients are more engaged!
Participants are more engaged!
No geographical boundaries !
Immediacy!
!
!
!
!
+
The Conversation in Comments ……………..+
++
Copyright:+convo.org.+All+rights+reserved+
Easy to navigate, easy to upload and share insights!
Copyright:+convo.org.+All+rights+reserved+
Copyright:+convo.org.+All+rights+reserved+
Confessional…
Real time global Convos while researching ‘dark’ villages!
Copyright:+convo.org.+All+rights+reserved+
Copyright:+convo.org.+All+rights+reserved+
CASE STUDY: CO-CREATING SOLUTIONS
What respondents did
hFp://www.convo.org/immerse/mosoci14/++
++
Copyright:+convo.org.+All+rights+reserved+
Copyright:+convo.org.+All+rights+reserved+
What respondents did
hFp://www.convo.org/immerse/mosoci14/++
++
Copyright:+convo.org.+All+rights+reserved+
What respondents did
hFp://www.convo.org/immerse/mosoci14/++
++
What researchers saw
hFp://www.convo.org/immerse/wikimobile/+ +
++
Copyright:+convo.org.+All+rights+reserved+
Copyright:+convo.org.+All+rights+reserved+
What researchers saw
hFp://www.convo.org/immerse/wikimobile/+ +
++
Copyright:+convo.org.+All+rights+reserved+
What researchers saw
hFp://www.convo.org/immerse/wikimobile/+ +
++
Copyright:+convo.org.+All+rights+reserved+
What researchers saw
hFp://www.convo.org/immerse/wikimobile/+ +
++
Copyright:+convo.org.+All+rights+reserved+
What researchers saw
hFp://www.convo.org/immerse/wikimobile/+ +
++
4. Contextual Immersions with LEARNING JOURNEYS
Copyright:+convo.org.+All+rights+reserved+
1.  Trends: from research to co-creation
2.  Pocket Strategy: the tool in our pockets
3.  Blographies: engaging consumers and clients
4.  Learning Journeys: immersive, contextual, visceral learning
5.  Co-creation: telling better stories
6.  Client Delight: and challenges!
ContextualImmersive
!
!
!
Learning Journeys!
$
$
!
!
Each of our Team members has been changed for life as a result of our experiences – and
we are most grateful. The experiences of our recent Learning Journey has been woven
into the very fabric of my soul. More than ever I understand more personally that we are all
citizens of the globe bonded together by the common threads of our humanness. Many
thanks, again, Dina, to both you and Shubhangi for shaping experiences that touched our
lives so profoundly.” Catherine A Dulle, Chairperson, Board of Directors
Copyright:+convo.org.+All+rights+reserved+
Sunday''
March''13'
Monday'
'March'14'
Tuesday''
March'15'
Wednesday''
March'16'
Thursday''
March'17'
Friday''
March'18'
Saturday'
'March'19'
Theme:&Networking&and&
Pop&Culture.&&
Theme:&Community,&
the&Slum&and&the&BOP&&
Theme:&Social&
Entrepreneurship&
Theme:&Connected&Youth:&
How&they&live,&work,&play?&
Theme:&Enterprise&and&
Networks&&
Theme:&&Migrants&
and&their&Networks&
Theme:&Taking&it&
Home&
@&
10&am&H&Noon&
Meet&with&Networkers&&&
Organizers&–&a&
photographer,&journalist,&
accountant,&a&social&
media&exec,&and&a&social&
media&markeNng&head&at&
a&Bollywood&PR&house&
10&am&H&Noon&
URBZ&team.&&Rahul&
Shrivastava&and&
MaRas&Sendoa&
Echanove&"UserH
generated&CiNes"&&&&&&&&
hTp://urbz.net/&&and&
hTp://dharavi.org/&
10&am&–&11&am&
Meet&with&&Pooja&
Warier&CoHFounder&
UnltdIndia.org.&
CreaNng&networks&for&
social&entrepreneurs&&&
1&pm&H&3&pm&
Peter&Griffin&&H&Editor,&
Blogger&&&&Founder&of&
many&CollaboraNve&
networks&H&&&
linkedin.com/in/zigzackly&
Parmesh&Shahani&H&Godrej&
Culture&Lab&&
parmesh.net&
bit.ly/godrejculturelab&&
11&am:&Immersion&into&
TradiNonal&Markets&for&
Tech&products&&(Alfa&or&
Manish&Market)&&Study&
informal&sales/service/
repair&culture.&Train&
journey&+&study&piracy&
outside&the&railway&
staNons&
AM:&&
Unskilled/Skilled&
Labour&Bihari&folks&
along&with&
roommates&&at&Bihari&
Thekadi&
AM&H&&indoors&or&
enjoy&Holi&colour&
fesNval&and&bhang&
PM:&Faisal&Farooqui,&
Mouthshut.com.&&H&userH
generated&content&&&
consumer&review&site.&
How&has&the&network&
evolved&since&2000,&and&
the&role&of&tech&in&
growing&it.&&
PM:&Inside&Dharavi:&&
Entrepreneurship&at&
the&BOP.&How&do&they&
organize&themselves?&&
11.30&H12.30&&
Microfinance&H&&
Mitesh&Tank,&
President,&Rang&De&
Chapter,&Mumbai&
3.30&pm&H&5.30&pm&
HyperHconnected&leadingH
edge&college&students&&&
group&conversaNon&
PM:&Mahesh&Murthy&&H&
Pinstorm&–&Learning&
about&corporate&use&of&
parNcipatory&service&
networks&
PM:&Upmarket&
Migrant&–&moved&
from&small&town&to&
Mumbai&to&work&in&
the&New&Economy&
3&pm&onwards:&Team&
ReflecNons&
OpNonal:&Walkabout&at&
Dadar&H&a&very&busy&
middleHclass&
neighborhood&with&a&
juxtaposiNon&of&the&old&
and&new&&
PM:&Meet&&members&
of&Women’s&groups&
and&&SelfHHelp&Groups&
in&the&Slum.&&
PM&(late&end)&:&&Meet&
2&social&entrepreneurs&
who’ve&benefited&by&
networks.&Understand&
role&of&tech&among&
them&
6&pm&H&8&pm&(late&end)&
Hyper&connected&leadingH
edge&young&working&adults&
group&conversaNon&&
PM:&&Headstart&India&–&
meet&an&organizer&and&
entrepreneurs&who&have&
benefiTed&from&the&
network.&&hTp://
headstart.in/&&&&
Group&Dinner& Group&Dinner& Group&Dinner&
Par=cipatory'Service'Networks'
Claro&Partners&India&Learning&Journey&–&March&13H19,&2011&
$
“…$the$team$put$together$a$fantas>c$weekPlong$
program$of$immersive$experiences$on$the$topic$….$They$
really$$delivered$a$memorable,$enjoyable$experience$
that$led$us$all$to$be$able$to$develop$many$completely$
new$insights$for$our$project”$
+
Creating Real experiences rather than hot house observations
from behind one way mirrors or CCTVs
Hi+you+
Copyright:+convo.org.+All+rights+reserved+
5. Telling Better Stories through CO-CREATION
Copyright:+convo.org.+All+rights+reserved+
1.  Trends: from research to co-creation
2.  Pocket Strategy: the tool in our pockets
3.  Blographies: engaging consumers and clients
4.  Learning Journeys: immersive, contextual, visceral learning
5.  Co-creation: telling better stories
6.  Client Delight: and challenges!
Co-Creation Sessions in Progress

Scrapbooks/ online journals
Exercises and Tasks
Co-creation workshops 
In-home Visits 
Team Blog
Market + Cultural Immersions
Copyright:+convo.org.+All+rights+reserved+
How do we get a Co-Creation Session off the Ground?


Sessions being run in
Russia and Japan
Copyright:+convo.org.+All+rights+reserved+
CoKCreaMon+Workshops+–+Making+sense+and+surfacing+rich+stories+
Respondents will build Personas for us
Reality is Respondents are Building them about their Own Lives..



Copyright:+convo.org.+All+rights+reserved+
Innovating for mobile first: targeting our innovations 
Copyright:$convo.org.$All$rights$reserved$
Farmer Personas
Copyright:+convo.org.+All+rights+reserved+
Leading to Market Segmentation
Copyright:+convo.org.+All+rights+reserved+
Copyright:+convo.org.+All+rights+reserved+
XXXX: Easy to Envy
A++storyboard+created+by+
parMcipants+
When Clients Take Stories Home ….. 

Copyright:+convo.org.+All+rights+reserved+
6. Client Delight … and Challenges
Copyright:+convo.org.+All+rights+reserved+
1.  Trends: from research to co-creation
2.  Pocket Strategy: the tool in our pockets
3.  Blographies: engaging consumers and clients
4.  Learning Journeys: immersive, contextual, visceral learning
5.  Co-creation: telling better stories
6.  Client Delight: and challenges!
Copyright:+convo.org.+All+rights+reserved+
BRINGING IT TOGETHER: CO-CREATING SOLUTIONS
Scrapbooks/
online journals
Other Exercises
and Tasks
Co-creation
workshops 
In-home Visits – different
segments – students, moms,
working, editors, etc 
 Team Blog
!
Bringing it Together …..
Copyright:+convo.org.+All+rights+reserved+
ProvocaMve+human+stories+
+
CollaboraMve+frameworks+
+
Harnesses+collecMve+intelligence+and+wisdom+
+
MulMple+touchKpoints+
$
Clients+learn+faster+
+
Agents+of+change+
+
OrganizaMon+lives+and+owns+the+change+
+
Co-create the Stories and Insights
Cost+ Client+Engagement+&+Commitment++
Copyright:$
convo.org.$
All$rights$
reserved$
Our+pracMce+and+our+tools+“I know that you believe you understand what you think I
said, but I’m not sure you realize that what you heard and
what you read is not what I meant.”
Robert McCloskey, author & illustrator of children’s books
!
THANK YOU
Shubhangi+Athalye:++91+9820624899+
Dina+Dastur+Mehta:++91+9820039160+
Stuart+Henshall:++1+925+787+0001+
+
!
CONTACT+US+
shubhangi@convo.org+
dina@convo.org+
stuart@convo.org+
+
www.convo.org+
Copyright:+convo.org.+All+rights+reserved+

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