https://hwpi.harvard.edu/digital-content-connect
As communication professionals at Harvard, we are always crafting our messaging with a certain audience in mind. But how do we learn more about our audience, and how can we be sure that our messaging meets their specific needs, especially in this ever-expanding digital landscape?
Our Spring Digital Academy event focused on user research. We heard about several methods that digital and content strategists use to learn more about our audiences, from persona development and survey research to usability studies and decision analysis.
Speakers included top digital practitioners from Harvard and outside experts with experience in digital media and marketing, tech and public policy, and higher education strategy and consulting.
Highlights from Elephant in the Valley research on gender discrimination in Silicon Valley was presented at the Anita Borg Institute's partner conference
Women are less likely to receive the first critical promotion to manager—so far fewer end up on the path to leadership—and are less likely to be hired into more senior positions. Women also get less access to the people, input, and opportunities that accelerate careers. As a result, the higher you look in companies, the fewer women you see.
This disparity is especially pronounced for women of color, who face the most barriers to advancement and experience the steepest drop-offs with seniority.
The Cox Business Women's Small Business Entrepreneur Survey Cox Business
The Cox Business Snapshot of Women Entrepreneur Survey was fielded among 624 U.S. women business owners and was conducted in October to coincide with National Women’s Small Business Month. According to the Small Business Administration, women-owned businesses are one of the fastest growing segments of the small business community, accounting for 30 percent of small businesses today. In 1970, only 5 percent of small businesses were women-owned. Cox Business set out to identify what opportunities and challenges are driving these women leaders.
An Interesting Panel discussion including senior diversity representatives from KPMG and TD Bank Financial Group followed the opening sessions, focused on how diversity is actually being moved forward in these organizations. Session 1: Dr. Wendy Cukier: The Diversity Lens: Leading Practices in Recognizing the Benefits of Diversity, Session
Socially Responsible Investing (SRI): Wealth Managers Path to Millennials and...Ramis Jamali, CFA
Wealth Managers are struggling to retain Millennials and Women. Although, socially responsible investing is gaining momentum, Millennials and Women present a valuable niche.
Socially Responsible Investing (SRI): Wealth Managers Path to Millennials and...Ramis Jamali, CFA
Wealth Managers are struggling to retain Millennials and Women. Although, socially responsible investing is gaining momentum, Millennials and Women present a valuable niche.
Highlights from Elephant in the Valley research on gender discrimination in Silicon Valley was presented at the Anita Borg Institute's partner conference
Women are less likely to receive the first critical promotion to manager—so far fewer end up on the path to leadership—and are less likely to be hired into more senior positions. Women also get less access to the people, input, and opportunities that accelerate careers. As a result, the higher you look in companies, the fewer women you see.
This disparity is especially pronounced for women of color, who face the most barriers to advancement and experience the steepest drop-offs with seniority.
The Cox Business Women's Small Business Entrepreneur Survey Cox Business
The Cox Business Snapshot of Women Entrepreneur Survey was fielded among 624 U.S. women business owners and was conducted in October to coincide with National Women’s Small Business Month. According to the Small Business Administration, women-owned businesses are one of the fastest growing segments of the small business community, accounting for 30 percent of small businesses today. In 1970, only 5 percent of small businesses were women-owned. Cox Business set out to identify what opportunities and challenges are driving these women leaders.
An Interesting Panel discussion including senior diversity representatives from KPMG and TD Bank Financial Group followed the opening sessions, focused on how diversity is actually being moved forward in these organizations. Session 1: Dr. Wendy Cukier: The Diversity Lens: Leading Practices in Recognizing the Benefits of Diversity, Session
Socially Responsible Investing (SRI): Wealth Managers Path to Millennials and...Ramis Jamali, CFA
Wealth Managers are struggling to retain Millennials and Women. Although, socially responsible investing is gaining momentum, Millennials and Women present a valuable niche.
Socially Responsible Investing (SRI): Wealth Managers Path to Millennials and...Ramis Jamali, CFA
Wealth Managers are struggling to retain Millennials and Women. Although, socially responsible investing is gaining momentum, Millennials and Women present a valuable niche.
D9520 Young Professionals Forum - Attracting Young Professionals Part 2Mark Huddleston
In this second presentation, D9520 Membership Chair Mark Huddleston presents some simple tips that clubs can implement to make their clubs more attractive
What are the future trends for successful women in business? How many women have an MBA and what impact has this had on their career? What can we expect in the next few years? Find out more with our short presentation!
2012: Craig Thomler (Delib) - Community management: A profession or a task?swarm conference
Online communities have been around for 30 years, however the recognition there may be a paid role for Community Managers has been quite recent. Even today there’s great diversity in the background and expertise of people given the task of managing online communities and many organisations see it as a task rather than a role.
In our first Workplace Diversity Report, Namely leveraged data representing over 1,000 mid-sized companies to check in on the current state of diversity and inclusion. The report's findings suggest there is still work to be done.
As both the architects and arbiters of of company culture, HR teams are uniquely positioned to tackle the issues described in this report. But where to begin? In our upcoming webinar, we'll dive even deeper into diversity and provide you with a clear list of action items. We’ll review our report's key findings and call on D&I experts to help frame the conversation.
In our discussion, we’ll:
- Dig into each of the key findings of the Workplace Diversity Report
- Provide deeper insights from industry experts on some of our most concerning discoveries
- Offer advice on how to set up initiatives and programs to improve D&I at your company
- And much more
Finding the Bright Spots Women and Capitallaunchangels
How Women Are Succeeding with Crowdfunding, Angel Investing and Venture Capital
Join women interested in making the best possible use of their capital while investing in women-led businesses. Our lively, informative event features a panel discussion on how women entrepreneurs and investors are finding the “bright spots” in equity.
This presentation offers a comprehensive review of the 2017 Women in the Workplace report by McKinsey & Company and LeanIn.org with solutions companies can take to foster gender equality.
https://womenintheworkplace.com/
Author: Wendy Cukier, Brenda Nadjiwan, Dave Crisp, Michael Bach, Beth Grudzinski
Description:
An Interesting Panel discussion including senior diversity representatives from KPMG and TD Bank Financial Group followed the opening sessions, focused on how diversity is actually being moved forward in these organizations. Session 1: Dr. Wendy Cukier: The Diversity Lens: Leading Practices in Recognizing the Benefits of Diversity, Session
Hacking the College Search: Key Influencers at Key Phases of the College SearchGil Rogers
Recent research has indicated that the college search paradigm has changed. The proliferation of mobile apps, social media, and the web have placed pressure on enrollment managers to buckle down on what works while continuing to evolve how (and when) they reach prospective students.
Hacking the College Search, a collaborative study between Chegg and NRCCUA, takes a look at the key influencers on college-bound high school students at each major phase of the process; from discover to decision.
The 2016 Wiley Society Membership Survey ResultsWiley
Wiley surveyed 13,000 people (Wiley contacts) in the academic research community about what they felt about scholarly society or association membership. Over half of the respondents were members of a society and the other half give valuable insights into what would get them to join one and why they were not members.
Diversity really affects all aspects an organization - not only its internal workings and the quality of its outputs, but also how successful it is at reaching its goals, targets, and serving its stakeholders. Yaziri Orrostieta (YO) explains the benefits of having a diverse group of volunteers, donors, and board members. She will share key tactics that are critical for your nonprofit to factor diversity into the organization.
D9520 Young Professionals Forum - Attracting Young Professionals Part 2Mark Huddleston
In this second presentation, D9520 Membership Chair Mark Huddleston presents some simple tips that clubs can implement to make their clubs more attractive
What are the future trends for successful women in business? How many women have an MBA and what impact has this had on their career? What can we expect in the next few years? Find out more with our short presentation!
2012: Craig Thomler (Delib) - Community management: A profession or a task?swarm conference
Online communities have been around for 30 years, however the recognition there may be a paid role for Community Managers has been quite recent. Even today there’s great diversity in the background and expertise of people given the task of managing online communities and many organisations see it as a task rather than a role.
In our first Workplace Diversity Report, Namely leveraged data representing over 1,000 mid-sized companies to check in on the current state of diversity and inclusion. The report's findings suggest there is still work to be done.
As both the architects and arbiters of of company culture, HR teams are uniquely positioned to tackle the issues described in this report. But where to begin? In our upcoming webinar, we'll dive even deeper into diversity and provide you with a clear list of action items. We’ll review our report's key findings and call on D&I experts to help frame the conversation.
In our discussion, we’ll:
- Dig into each of the key findings of the Workplace Diversity Report
- Provide deeper insights from industry experts on some of our most concerning discoveries
- Offer advice on how to set up initiatives and programs to improve D&I at your company
- And much more
Finding the Bright Spots Women and Capitallaunchangels
How Women Are Succeeding with Crowdfunding, Angel Investing and Venture Capital
Join women interested in making the best possible use of their capital while investing in women-led businesses. Our lively, informative event features a panel discussion on how women entrepreneurs and investors are finding the “bright spots” in equity.
This presentation offers a comprehensive review of the 2017 Women in the Workplace report by McKinsey & Company and LeanIn.org with solutions companies can take to foster gender equality.
https://womenintheworkplace.com/
Author: Wendy Cukier, Brenda Nadjiwan, Dave Crisp, Michael Bach, Beth Grudzinski
Description:
An Interesting Panel discussion including senior diversity representatives from KPMG and TD Bank Financial Group followed the opening sessions, focused on how diversity is actually being moved forward in these organizations. Session 1: Dr. Wendy Cukier: The Diversity Lens: Leading Practices in Recognizing the Benefits of Diversity, Session
Hacking the College Search: Key Influencers at Key Phases of the College SearchGil Rogers
Recent research has indicated that the college search paradigm has changed. The proliferation of mobile apps, social media, and the web have placed pressure on enrollment managers to buckle down on what works while continuing to evolve how (and when) they reach prospective students.
Hacking the College Search, a collaborative study between Chegg and NRCCUA, takes a look at the key influencers on college-bound high school students at each major phase of the process; from discover to decision.
The 2016 Wiley Society Membership Survey ResultsWiley
Wiley surveyed 13,000 people (Wiley contacts) in the academic research community about what they felt about scholarly society or association membership. Over half of the respondents were members of a society and the other half give valuable insights into what would get them to join one and why they were not members.
Diversity really affects all aspects an organization - not only its internal workings and the quality of its outputs, but also how successful it is at reaching its goals, targets, and serving its stakeholders. Yaziri Orrostieta (YO) explains the benefits of having a diverse group of volunteers, donors, and board members. She will share key tactics that are critical for your nonprofit to factor diversity into the organization.
An NVPC working document to share the vision and strategy of developing a giving ecosystem in Singapore. We believe we need to re-think how we learn, define issues and solutions, and collaborate for greater impact.
UX Australia 2015 - Making the complex simple for World Vision AustraliaDion Wise
A 10 minute talk presented at UX Australia 2015 about how we teamed up with World Vision Australia we are making practical use of their research to enable supporters give in the way they want to give.
Using the data from a survey in which web content professionals from six continents were questioned about their life, work and education, I revealed the six most common and relevant paths that led them to the discipline of content strategy.
Social Media Academy 2016 Presentation SlidesHarvardComms
Social Media Academy, November 10, 2016
This Academy event aims to empower attendees with a higher level of expertise and understanding about new multimedia methods and the art forms that populate them. With this knowledge, digital practitioners can more effectively grow their audiences and accomplish their communications goals.
Social Media Academy 2016 Keynote Presentation, John WihbeyHarvardComms
Social Media Academy, November 10, 2016
Keynote Presentation: Defining a Digital Storytelling Discipline: Learning, Skills, and Knowledge by John Wihbey, Assistant Professor of Journalism and New Media, Northeastern University
A.I. (artificial intelligence) platforms are popping up all the time, and many of them can and should be used to help grow your brand, increase your sales and decrease your marketing costs.In this presentation:We will review some of the best AI platforms that are available for you to use.We will interact with some of the platforms in real-time, so attendees can see how they work.We will also look at some current brands that are using AI to help them create marketing messages, saving them time and money in the process. Lastly, we will discuss the pros and cons of using AI in marketing & branding and have a lively conversation that includes comments from the audience.
Key Takeaways:
Attendees will learn about LLM platforms, like ChatGPT, and how they work, with preset examples and real time interactions with the platform. Attendees will learn about other AI platforms that are creating graphic design elements at the push of a button...pre-set examples and real-time interactions.Attendees will discuss the pros & cons of AI in marketing + branding and share their perspectives with one another. Attendees will learn about the cost savings and the time savings associated with using AI, should they choose to.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
Videos are more engaging, more memorable, and more popular than any other type of content out there. That’s why it’s estimated that 82% of consumer traffic will come from videos by 2025.
And with videos evolving from landscape to portrait and experts promoting shorter clips, one thing remains constant – our brains LOVE videos.
So is there science behind what makes people absolutely irresistible on camera?
The answer: definitely yes.
In this jam-packed session with Stephanie Garcia, you’ll get your hands on a steal-worthy guide that uncovers the art and science to being irresistible on camera. From body language to words that convert, she’ll show you how to captivate on command so that viewers are excited and ready to take action.
Digital marketing is the art and science of promoting products or services using digital channels to reach and engage with potential customers. It encompasses a wide range of online tactics and strategies aimed at increasing brand visibility, driving website traffic, generating leads, and ultimately, converting those leads into customers.
https://nidmindia.com/
Financial curveballs sent many American families reeling in 2023. Household budgets were squeezed by rising interest rates, surging prices on everyday goods, and a stagnating housing market. Consumers were feeling strapped. That sentiment, however, appears to be waning. The question is, to what extent?
To take the pulse of consumers’ feelings about their financial well-being ahead of a highly anticipated election, ThinkNow conducted a nationally representative quantitative survey. The survey highlights consumers’ hopes and anxieties as we move into 2024. Let's unpack the key findings to gain insights about where we stand.
The session includes a brief history of the evolution of search before diving into the roles technology, content, and links play in developing a powerful SEO strategy in a world of Generative AI and social search. Discover how to optimize for TikTok searches, Google's Gemini, and Search Generative Experience while developing a powerful arsenal of tools and templates to help maximize the effectiveness of your SEO initiatives.
Key Takeaways:
Understand how search engines work
Be able to find out where your users search
Know what is required for each discipline of SEO
Feel confident creating an SEO Plan
Confidently measure SEO performance
Digital Money Maker Club – von Gunnar Kessler digital.focsh890
Title One is a comprehensive examination of the impact of digital technologies on
modern society. In a world where technology continues to advance rapidly, this article delves into the nuances and complexities of the digital age, exploring Its implications across various sectors and aspects of life.
Mastering Multi-Touchpoint Content Strategy: Navigate Fragmented User JourneysSearch Engine Journal
Digital platforms are constantly multiplying, and with that, user engagement is becoming more intricate and fragmented.
So how do you effectively navigate distributing and tailoring your content across these various touchpoints?
Watch this webinar as we dive into the evolving landscape of content strategy tailored for today's fragmented user journeys. Understanding how to deliver your content to your users is more crucial than ever, and we’ll provide actionable tips for navigating these intricate challenges.
You’ll learn:
- How today’s users engage with content across various channels and devices.
- The latest methodologies for identifying and addressing content gaps to keep your content strategy proactive and relevant.
- What digital shelf space is and how your content strategy needs to pivot.
With Wayne Cichanski, we’ll explore innovative strategies to map out and meet the diverse needs of your audience, ensuring every piece of content resonates and connects, regardless of where or how it is consumed.
Top 3 Ways to Align Sales and Marketing Teams for Rapid GrowthDemandbase
In this session, Demandbase’s Stephanie Quinn, Sr. Director of Integrated and Digital Marketing, Devin Rosenberg, Director of Sales, and Kevin Rooney, Senior Director of Sales Development will share how sales and marketing shapes their day-to-day and what key areas are needed for true alignment.
Unleash the power of UK SEO with Brand Highlighters! Our guide delves into the unique search landscape of Britain, equipping you with targeted strategies to dominate UK search engine results. Discover local SEO tactics, keyword magic for UK audiences, and mobile optimization secrets. Get your website seen by the right people and propel your brand to the top of UK searches.
To learn more: https://brandhighlighters.co.uk/blog/top-seo-agencies-uk/
Monthly Social Media News Update May 2024Andy Lambert
TL;DR. These are the three themes that stood out to us over the course of last month.
1️⃣ Social media is becoming increasingly significant for brand discovery. Marketers are now understanding the impact of social and budgets are shifting accordingly.
2️⃣ Instagram’s new algorithm and latest guidance will help us maintain organic growth. Instagram continues to evolve, but Reels remains the most crucial tool for growth.
3️⃣ Collaboration will help us unlock growth. Who we work with will define how fast we grow. Meta continues to evolve their Creator Marketplace and now TikTok are beginning to push ‘collabs’ more too.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
Digital Commerce Lecture for Advanced Digital & Social Media Strategy at UCLA...Valters Lauzums
E-commerce in 2024 is characterized by a dynamic blend of opportunities and significant challenges. Supply chain disruptions and inventory shortages are critical issues, leading to increased shipping delays and rising costs, which impact timely delivery and squeeze profit margins. Efficient logistics management is essential, yet it is often hampered by these external factors. Payment processing, while needing to ensure security and user convenience, grapples with preventing fraud and integrating diverse payment methods, adding another layer of complexity. Furthermore, fulfillment operations require a streamlined approach to handle volume spikes and maintain accuracy in order picking, packing, and shipping, all while meeting customers' heightened expectations for faster delivery times.
Amid these operational challenges, customer data has emerged as an important strategy. By focusing on personalization and enhancing customer experience from historical behavior, businesses can deliver improved website and brand experienced, better product recommendations, optimal promotions, and content to meet individual preferences. Better data analytics can also help in effectively creating marketing campaigns, improving customer retention, and driving product development and inventory management.
Innovative formats such as social commerce and live shopping are beginning to impact the digital commerce landscape, offering new ways to engage with customers and drive sales, and may provide opportunity for brands that have been priced out or seen a downturn with post-pandemic shopping behavior. Social commerce integrates shopping experiences directly into social media platforms, tapping into the massive user bases of these networks to increase reach and engagement. Live shopping, on the other hand, combines entertainment and real-time interaction, providing a dynamic platform for showcasing products and encouraging immediate purchases. These innovations not only enhance customer engagement but also provide valuable data for businesses to refine their strategies and deliver superior shopping experiences.
The e-commerce sector is evolving rapidly, and businesses that effectively manage operational challenges and implement innovative strategies are best positioned for long-term success.
Digital Commerce Lecture for Advanced Digital & Social Media Strategy at UCLA...
Digital academy: User Research | March 2019
1.
2.
3.
4. THE DEVELOPMENT OF
HAA EVENT PERSONAS
Emily Dufresne
HAA Engagement Marketing
Helen Lewis
AAD Business Intelligence
5. WHAT WE NEEDED TO KNOW– STRATEGIST POV
•What does our overall alumni engagement look like? Where are we succeeding and
what do we need to work on? Who are NOT engaging? What does this look like
across the different types of events we host?
•What are our demos by: school, age, gender, grad year, eVENTS region, past event
attendance?
•Are we engaging a U-wide audience? What does engagement look like across
schools?
•How many first time event attendees are coming to HAA events?
•We’re rolling out a new event campaign for 2019. How can we better understand our
2018 alumni engagement metrics so we can identify areas of
improvement/strategy/segmentation for 2019?
•Are we seeing any interesting trends that need more research or testing?
5
6. PROCESS CONSIDERATIONS– ANALYST POV
•What are the questions to answer?
•How will this analysis be used?
•What data sources are needed? What demographic data is available/needed?
•What dimensions and metrics answer those questions specifically? (avoid the weeds)
•How can you frame the analysis and leverage metrics?
•Can events and demographics be grouped to build comparative sets (and a larger sample size)?
•How to best visualize the data?
•What other teams can strategically and tactically benefit from this analysis/findings?
•How to best communicate the findings with others? (be creative)
6
8. THIS IS ULTIMATELY WHAT WE NEEDED.
NOW, HOW TO BEST COMMUNICATE IT AND THE TRENDS?
8
9. LEGEND
I = Invitee pool
A = Attendee pool
D = The Delta (difference between pools)
AL = Alumnus/Alumna
AM = HAA Associate Member
Correlation
≠
Causation
KEEP IN MIND
9
10. SELECTED EVENTS & AL/AM ATTENDANCE
A Subset of one year of HAA programming that earlier included HAA Reunions and multi-day events (excludes Club events)
PRESIDENTAL EVENTS (n=5; 999 attended)
An Evening with President Drew Faust in Cincinnati (145 AL/AM attended on 1/10/18);
An Evening with President Drew Faust in Los Angeles (271 AL/AM attended on 2/15/18);
An Evening with President Drew Faust in Naples (193 AL/AM attended on 1/24/18);
An Evening with President Drew Faust in Philadelphia (74 AL/AM attended on 3/9/18); and
Your Harvard San Francisco (316 AL/AM attended on 2/14/18).
HAA WEBINARS | live broadcast (n=3; 3,631 attended)
Acing Your Interview (1,010 AL/AM attended live broadcast);
Getting onto Boards: Recruiting and Preparing Women for the Boardroom (1,088 AL/AM attended live broadcast); and
Successful Career Negotiations for Women (1,533 AL/AM attended live broadcast).
NETWORKING EVENTS (n=1; 5,803 attended)
Global Networking Night (5,803 AL/AM attended in January 2018)
10
11. PRESIDENTIAL EVENTS AL/AM ONLY
= Attended % > Invited %
*Based on data from Your Harvard San
Francisco and Evenings with President
Faust in Cincinnati, Los Angeles, Naples,
and Philadelphia
11
12. PERSONA | FAUST PRESIDENTIAL EVENTS [AL/AM ONLY]*
MORE LIKELY TO ATTEND
Alumni record type I=88% A=94% D= +6%
Alums from COL; KSG; GSD I=50% A=61% D= +11%
Females age 45-54 I=21% A=25% D= +4%
Females age 55-64 I=14% A=24% D= +10%
Females age 65 and older I=14% A=19% D= +5%
Males age 55-64 I=16% A=20% D= +4%
Males age 65 and older I=35% A=41% D= +6%
Donors I=65% A=83% D= +18%
A.H. Community Site Users I=21% A=52% D= +31%
*Based on data from Your Harvard San Francisco and Evenings with President Faust in Cincinnati, Los Angeles, Naples, and Philadelphia 12
13. PERSONA | FAUST PRESIDENTIAL EVENTS [AL/AM ONLY]*
LESS LIKELY TO ATTEND
Associate Member record type I=12% A= 7% D= -3%
Alums from HBS; HLS; EXT I=37% A=30% D= -7%
Females 35 and under I=21% A=14% D= -7%
Females age 35-44 I=25% A=13% D= -12%
Males age 35-44 I=15% A=12% D= -3%
*Based on data from Your Harvard San Francisco and Evenings with President Faust in Cincinnati, Los Angeles, Naples, and Philadelphia 13
14. 1ST
TIME EVENT ATTENDERS
CONSIDERATIONS
1) AL/AM only
2) Based on data in Advance
3) Excludes any club event attendance
What was the percentage of AL/AM
attendees who were at their first event?
14
15. PERSONA DATA|PRESIDENT BACOW EVENTS [AL/AM ONLY]*
*Based on data from Welcoming President Bacow Receptions in
New York, Detroit, San Diego, and Miami.
15
16. GLOBAL NETWORKING NIGHT AL/AM ONLY
= Attended % > Invited %
*Based on data from the January 2018
Global Networking Night
More recently, with the January 2019
GNN event 40% of the invited pool &
45% of attended pool were female ->
+5% delta.
16
17. PERSONA | GLOBAL NETWORKING NIGHT [AL/AM ONLY]*
MORE LIKELY TO ATTEND
“AL” record type I=87% A=90% D= +3%
Alums from COL; KSG; GSD; EXT I=44% A=54% D= +10%
Females age <35 I=24% A=41% D= +17%
Males age <35 I=13% A=25% D= +12%
Males aged 35-44 I=18% A=28% D= +10%
Males aged 45-54 I=17% A=20% D= +3%
International Primary Residence I=16% A=25% D= +9%
A.H. Community Site Users I=24% A=55% D= +31%
LESS LIKELY TO ATTEND
“AM” record type I=13% A=10% D= -3%
Alums from GSA; HBS; RAD; HLS I=46% A=37% D= -9%
Females 55-64 I=14% A=10% D= -4%
Females 65+ I=13% A= 4% D= -9%
Males 65+ I=30% A= 9% D = -21%
Donors I=62% A=59% D= -3%
*Based on data from the January 2018 Global Networking Night
17
18. HAA WEBINARS AL/AM ONLY
= Attended % > Invited %
*Based on data from 3 webinars, Acing
Your Interview, Getting onto Women
Boards, and Successful Career Negotiations
for Women
18
19. PERSONA | HAA WEBINARS [AL/AM ONLY]*
MORE LIKELY TO ATTEND
Alums from HBS; KSG; EXT I=25% A=37% D= +12%
Females age 45-54 I= 8% A=12% D= +4%
Males age 45-54 I=12% A=20% D= +8%
Donors I=59% A=63% D= +4%
A.H. Community Site Users I=31% A=52% D= +21%
*Based on data from 3 webinars, Acing Your Interview, Getting onto Boards: Recruiting and Preparing Women for the Boardroom,
Successful Career Negotiations for Women
LIKELY TO ATTEND
Females age <35 I=38% A=38% D= 0%
Females age 35-44 I=42% A=40% D= +2%
Females age 55-64 I= 6% A= 8% D= +2%
Males age 55-64 I=11% A=13% D= +2%
Intl Primary Residence I=11% A=13% D= +2%
19
20. PERSONA | HAA WEBINARS [AL/AM ONLY]*
LESS LIKELY TO ATTEND
Alums from GSA; HMS; COL I=50% A=43% D= -7%
Females age 65+ I= 6% A= 3% D= -3%
Males age 65+ I=19% A= 6% D= -13%
*Based on data from 3 webinars, Acing Your Interview, Getting onto Boards: Recruiting and Preparing Women for the Boardroom,
Successful Career Negotiations for Women 20
21. TAKEAWAYS
•Things that are measurable are not always the most useful. Use your
data to tell an actionable story.
•This process is iterative and will continue to be refined. Keep asking
questions.
•Your data is going to show you things you were not expecting to see. Be
prepared to adjust your strategy.
•Always consider the end game– what is the bigger question that you
are trying to answer?
21
22.
23. Not for distribution / Desirability Lab /
2019
Introduction to Desirability Lab’s Design
Research Process
Digital Academy
March 20, 2019
Prepared by: Altringer, B. & Delaney, L.
24. Not for distribution / Desirability Lab /
2019
Designing for desirability
in products and services
(research-based)
(with and for diverse others)
(while fully engaged ourselves)
25. Not for distribution / Desirability Lab /
2019
Innovation = constant, uncertain
‘decision-making’
= What is desirable? To whom?
= Constant unknowns & interdependencies of work
= Disengagement risks (internal folks) (politics)
= Product failure risks (external folks) (poor product / market fit)
= All decisions prone to bias
= Structured methods can help (human centered design is one of many
design research methods)
26. Not for distribution / Desirability Lab /
2019
Design research: essential, ongoing, strategic
questioning to help manage inherently
high-uncertainty decision-making
27. Not for distribution / Desirability Lab /
2019
Who are motorcycles
designed best for?
29. Not for distribution / Desirability Lab /
2019
Who is driving
growth?
- Women are the fastest
growing segment in
motorcycles.
- The number of riders doubled
from 2003-2014 (a period of
overall sales decline)
- And that is in a market where they
are still mostly ignored.
30. Not for distribution / Desirability Lab /
2019
Framing Your Initial Strategy
generative
I have an idea!
Or…
Let’s find a better
solution.
contextual
How do
participants
experience this
situation?
explanatory
Why is this
unexpected
thing
happening?
evaluative
Is this thing
working?
Does our
hypothesis hold
up?
31. Not for distribution / Desirability Lab /
2019
Starting with ideas = starting with bias
generative
I have an idea!
Or…
Let’s find a better
solution.
contextual
How do
participants
experience this
situation?
explanatory
Why is this
unexpected
thing
happening?
evaluative
Is this thing
working?
Does our
hypothesis hold
up?
32. Not for distribution / Desirability Lab /
2019
When to use each?
contextual
We’re new, not doing a
good job, or industry is
changing. Need to
check all assumptions.
Larger cultural distance
= more important
ETHNORAPHIC
explanatory
We’ve identified
an interesting
thing but don’t
understand it.
MIXED METHODS
evaluative
We have a hypothesis
about what explains
this but aren’t sure it
is right.
QUANTITATIVE
HYPOTHESIS
TESTING
generative
We have one or more
clear ideas, and criteria to
measure their
effectiveness at given
milestones.
ONGOING ANALYTICS
33. Not for distribution / Desirability Lab /
2019
contextual
We’re new, not doing a
good job, or industry is
changing. Need to
check all assumptions.
Larger cultural distance
= more important
ETHNORAPHIC
explanatory
We’ve identified
an interesting
thing but don’t
understand it.
MIXED METHODS
When you are not your user
34. Not for distribution / Desirability Lab /
2019
Ethnography for Idea Development
Starts with open eyes
Learning from people (while suspending judgement)
Learning from extreme users, regular users, evaluator users
Inferring from the intersection of what people say / do / use
Identifying inconsistencies in what people say and do and
observing workarounds = opportunities
Identifying criteria for an effective solution before
brainstorming solutions
35. Not for distribution / Desirability Lab /
2019
Finding growth opportunities in our blind
spots requires slowing down and
engaging in structured questioning.
36. Not for distribution / Desirability Lab /
2019
Cognitive
biases =
mental shortcuts
37. Not for distribution / Desirability Lab /
2019
Cognitive biases = mental shortcuts
https://medium.com/thinking-is-hard
we fill in gaps with…
Patterns
Generalities
Benefit of doubt
Easier problems
Current mindset
we save space by…
Editing memory
Generalizing
Keeping examples
we assume…
We’re right
We can do this
Nearest is best
Must finish
Easier is better
we only notice…
Change
Bizarreness
Repetition
Confirmation
Not enough
memory
Not enough
time
Too much
info
Not enough
meaning
38. Not for distribution / Desirability Lab /
2019
Examples of common decision-making biases
39. Not for distribution / Desirability Lab /
2019
What assumptions are you
making about the problem
area?
“That’s
too
disruptive
”
“That’s the
way we’ve
always
done it”
“I know the
client, this is
what they
want”
“This way is
easier”
“That idea
is too
crazy”
“That’s what I
thought, so
lets do that!”
“I like the
original
idea
more”
“This way is
easier”
Assumptions can be dangerous if left unchecked.
Assumptions can help frame of your challenge,
background research, and your fieldwork plan.
Biases can often result in accurate thinking, but
also make us prone to errors that can have
significant impacts on overall innovation.
“You like it?
Me to!”
https://www.boardofinnovation.com/blog/2017/08/02/16-cognitive-biases-that-kill-innovative-
thinking/
40. Not for distribution / Desirability Lab /
2019
Identify and analyze your
assumptions makes them a help
instead of hinder.
41. Not for distribution / Desirability Lab /
2019
Make the idea
real
1
Understand the
problem and
brief
Understand
people and their
needs
Figure out what it
means
Ethnographic Fieldwork Process
2 3
Create the idea
4 5
42. Not for distribution / Desirability Lab /
2019
Thanks!
Want to learn more?
www.desirabilitylab.com
43. Not for distribution / Desirability Lab /
2019
Questions?
Thanks!
Want to learn more?
www.desirabilitylab.com
44.
45. WHERE DOES DATA COME FROM?
How Survey Researchers Define, Measure, and
Create Things Around Us
Chase H. Harrison
Program on Survey Research (IQSS)
Department of Government (FAS)
charrison@gov.harvard.edu
52. Population statistics…….
Population
Statistics
• Decennial Census
• American Community Survey
Crime • National Crime Victimization Survey
Substance Use • National Survey of Drug Use and Health
Health • National Health Interview Survey
Energy Use • Residential Energy Consumption Survey
Employment
• Current Population Survey
• American Employer Survey
Health Care
Costs
• Medical Expenditure Panel Surveys
53. Other things surveys are used for …
Election
Predictions
Time Use
Field
Experiments
Consumer
Confidence
Customer
Satisfaction
Attitudes
and Values
Public
Opinion
Program
Effectiveness
Social
Surveys
Consumer
Expenditures
TV Ratings
Market
Research
55. Surveys
• Systematic method of data collection
• Usually use samples
• Designed to measure things
– Attitudes
– Behaviors
• Create statistics
– Descriptive
– Analytic
55
56. Survey research generally does two things well…….
Structured,
standardized data
collection
• Consistent equivalent
measures
• Easily quantified and
compared
Samples from
well-defined
frame
• Ability to understand
specific population of
inference
• Samples allow statistical
projection with measurable
or estimable precision
62. Theories and Surveys
• Concepts/Constructs (Theoretical Ideas)
• Measures (Questions or Scales)
• Responses (i.e. Data)
62
63. Constructs
• Underlying attribute we want to measure
– An element of information
– Sometimes composed of multiple discrete elements of information
• Can end up referring to either a single survey question or a set of questions
– Questionnaires or batteries attempt to cover all aspects of a topic or concept
– Individual items have to consistently measure the discrete thing they are
intended to measure
63
64. Questions
• Think of as Instruments
– Can end up referring to either a single survey question or a
set of questions
– Questionnaires or batteries attempt to cover all aspects of
a topic or concept
64
66. How a survey methodologist thinks of
a survey question….
• Respondent receives some stimulus during the interaction
• Respondent reacts to stimulus
– This is data
67. What Respondents Do to Answer a
Question
• Comprehend Question
• Retrieve Information from Memory
• Summarize Information
• Report an Answer
67
69. Traditional Survey Modes
Mode Sample Questionnaires
Face-to-Face ❖ Enumerated by interviewers
❖ Often sampled at household
level
❖ Interviewer administered
in-person
Telephone ❖ Randomly generated telephone
sample
❖ Landlines and mobile
❖ Lists of persons with telephone
numbers
❖ Interviewer administered
telephone survey
Mail ❖ Household addresses
❖ Named persons
❖ Self-administered paper
questionnaire
Internet ❖ Listed people with e-mail ❖ Self-administered web
questionnaire
72. New Electronic Modes
Disruptive Technologies
• The smartphone:
– GPS + Camera + Microphone + Accelerometer
• Wearable devices
• Biometric data / Facial recognition
• The return to “unobtrusive” measures
– Passive electronic measures (big data)
– Video surveillance
– Face recognition
– GPS monitoring
– Satellite imaging
• Administrative records (big data)
73. Dimensions of Approaches
• Level of Interviewer Involvement
• Degree of Human Contact
• Channel of Communication
• Locus of Control
• Degree of Privacy
• Use of Technology
74.
75. What is survey data……
Measurement
Construct
Measure
Measured response
Edited response
Representation
Target population
Sample frame
Sample
Respondents
Postsurvey Adjustments
Survey
Datapoint
76. What is survey data……
Measurement
Construct
Measure
Measured response
Edited response
Representation
Target population
Sample frame
Sample
Respondents
Postsurvey Adjustments
Survey
Data
Specification
Error
Measurement
Error
Processing Error
Coverage Error
Sampling Error
Nonresponse
Error
Adjustment
Error
77. Thank you for your time…
Chase H. Harrison
charrison@gov.harvard.edu
83. Before launching a new newsletter or
refining an existing one, you need to
define:
•Value proposition
•Goals and measures of success
•Resource constraints
84. Here’s how Matt Kiser, founder of
What the Fuck Just Happened
Today?, defined each of these
three questions when thinking
about launching his newsletter…
85. What is the value proposition of your
email/s to your reader? What is the
problem this product solves? By flipping the
question into one that is reader-centered, you’re
forced to align your organization’s incentives (i.e.,
solving a problem readers have) with delivering
value to your reader.
86. What is your primary goal as a media
organization for your email initiative?
What are you trying achieve?
Examples of goals could include: drive reader
consumption habits, increase page views,
increase time on site, or learn more about your
audience. These goals should align with the
value proposition.
87. What are your resource limitations?
Determine what is feasible from a production
workflow perspective and your staffing and
resource levels. Newsletters can require a lot of
work to do well.
88.
89.
90. ● UX INTENT: Link digest for clicking out vs.
editorially driven for reading within product
● PRODUCTION TIME: Automated / RSS
feed vs. time-consuming original writing
● PERMANENCE: Pop-up, ephemeral
newsletter vs. no end in sight
93. Example: Hechinger Report’s Newsletter
1. Audience Surveys -- WHO is our audience and
what do they want? When do they read?
2. Internal Workflow Audit -- HOW does our team
make our newsletter?
3. External Peer Audit -- WHAT do our peers do?
Where is there a gap?
94.
95.
96. Example: The Trace & The Marshall Project
Problem: How can topically focused newsrooms
grow a group of “insider” readers, while also
expanding readership to the general public?
100. “We have a huge body of knowledge on a wide variety of
topics...The idea of boiling down what we know on a big,
complicated, complex topic like that into a series of
digestible, easily understandable emails seemed like it
would be something worth experimenting with.”
— Pew Senior Social Media Editor Andrea Caumont
105. 5 ways we put the
user at the center of
all we did
106. SEPTEMBER 2017
Started work with Velir
JANUARY 2018
Released pilot, Future.Library
CONTINUOUS
Listen, tinker, improve
SPRING 2017
User research with Fresh
Tilled Soil
JULY 2018
Released Library.Harvard.edu
Do user research first
107. Use personas, don’t just
create them
“It’s hard for people who don’t use the
library all of the time or with a ton of
confidence to find what they need. You
really have to ‘game’ the search to get it
to give you the types of results you’re
looking for.”