How we get insights out of our users at Pinterest

1. Creative Research @Pinterest
A brief introduction
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CONFIDENTIAL | Altay S. & Paul P.

2. 1. Who we are
2. What we do
3. Questions

3. Who we are

4. We seek insights about people to inform
and inspire a better Pinterest experience.
O U R M I S S I O N
»Identify critical insights about current pinners that increase the speed, accuracy,
and depth of Pinterest’s strategy and product development.
»Ensure pinners’ behaviors, comprehension, and sentiment are accurately
represented in decision making.
»Be the source for deep understanding of non-pinners we want to use Pinterest.

5. Our goal is to understand what other peoples’ realities are.
“A fact is a fact, but perception is reality”

6. People say things, do things, think things and feel things.
Often these don’t align.
People are complex

7. Synthesis to capture the meaning
Making sense of it all

8. We translate these particular insights into an
understanding of what is, and what could be.

9. and this can come in many forms.

13. What we do

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15. People RulesRedundancyGuidelinesContext

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17. People RulesRedundancyGuidelinesContext
The Daverden Shooting Club
Germany is a strong culture of hobbyists and collectors, and there is a very strong
precedence of interest and hobby-based clubs and organizations across the
country.
!
• Germany has a strong culture of hobbyists and collectors.!
• There is a long tradition in Germany of joining a club (“Vereine”) for a hobby - People tend to be members of a variety of clubs, including Sportvereine (sports clubs -
91,000 sports clubs in Germany, with ~26 million members), Gesangvereine (choirs - 60,000 active choirs in Germany), Wandervereine (hiking clubs), Tierzuchtvereine
(animal breeding clubs) and collectors' clubs for anything from stamps to vintage cars, etc.!
• Guild behavior (“Many of them also join clubs and other interest-based groups in their local communities, and on a larger scale, they join unions and other advocacy
organizations.”!
!
Digital Platform Examples:!
• Wer-kennt-wen [Who-Knows-Whom] was amongst Germany’s largest social network. “Over 9.6 million users, more than 2 million groups to your hobbies and interests
and a great messaging system!” The site announced its closure this June due to declining engagement and lack of funding, but claimed to be the largest social network
in Germany for age 35+.!
!
Why Should We Care:!
• We strive to be the best place to find the things you love, collect and organize them, and do them. This value proposition aligns well with Pinterest’s mission, and the
notion of Vereine’s even adds a social context to peoples’ hobbies and passions that can inform our definition of Social + Pinterest.
Culture of Hobbyists & Interest-based Communities

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