The document provides guidance for qualitative interview activities aimed at understanding a person's influences, decision-making process, and brand interactions. It outlines a framework for data collection, including exercises to map out a person's network of influencers, explore feelings and mental contexts throughout their decision journey, and identify where brands are present along their consumer path. The activities and guides are meant to uncover relevant people, resources, triggers, and brand touchpoints to help build a profile of the respondent and map their consumer decision process.
A empresa de tecnologia anunciou um novo smartphone com câmera aprimorada, tela maior e bateria de longa duração por um preço acessível. O dispositivo tem como objetivo atrair mais consumidores em mercados emergentes com suas especificações equilibradas e preço baixo. Analistas esperam que as melhorias e o preço baixo impulsionem as vendas do novo aparelho.
William Shakespeare, English poet and playwright, considered the greatest writer in the English language and the most influential playwright in the world, is author in his theatrical play King Lear of the phrase "What a terrible this time where idiots drive unseeing”. This phrase applies perfectly to Brazil of the contemporary era in which we find the existence of idiots, ie rulers devoid of intelligence and common sense in the nation's command driving unseeing, that is, the incompetent members of government structure that already are leading the country to bankruptcy.
Cecile Perez has completed the online Coursera course "Designing Cities" offered by the University of Pennsylvania. The 10-week course explored the history and current practices of city design around the world and challenges facing city planners. Students prepared three assignments analyzing and proposing solutions for their own city. The course was taught by Professor Gary Hack, Professor Jonathan Barnett, and Associate Professor Stefan Al. This statement of accomplishment is not a University of Pennsylvania degree or credit.
This document outlines various business funding packages, including establishing a 7-year-old corporation for $1,500, adding $30-50k in trade lines to credit reports for $3,000 each, and qualifying for no personal guarantee funding up to $150k through 5 banks. It also details attaching an individual's credit profile to a corporation for round 2 funding of lines of credit and credit cards up to $250k, or additional fees may apply if the client lacks a solid personal guarantee. Finally, it mentions upcoming corporate auto leases allowing direct access to luxury vehicles with $10k down and $1,500 monthly payments.
Jinu George is applying for the position of Male Nurse. He has over 10 years of experience as a nurse in India and the UAE. He has a Diploma in Nursing from Karnataka State, India. He is registered as a nurse with the Indian Nursing Council and Karnataka State Nursing Council. Currently he works as a male nurse for MS Construction in the UAE and is registered there as well. He has experience in medical, surgical, and post-operative units. He is motivated, can communicate well, and remains calm under pressure.
1) O documento discute medidas para reerguer o Brasil após o impeachment de Dilma Rousseff, incluindo reduzir gastos públicos, auditoria da dívida, e reformas para aumentar investimentos e consumo.
2) Também propõe reformas políticas radicais como nova constituição e fim do senado para combater a corrupção.
3) Defende que só essas medidas podem evitar o colapso econômico e político do país.
El documento presenta información sobre la evolución de las computadoras desde sus orígenes hasta la actualidad. Comienza describiendo los antecedentes de la computadora como herramienta para simplificar cálculos complejos. Luego destaca a la ENIAC como la primera computadora electrónica programable desarrollada en 1945. Finalmente resume las generaciones posteriores de computadoras comerciales como la UNIVAC en 1951 y los avances hacia la miniaturización y portabilidad en dispositivos móviles modernos.
The document outlines the leadership team and goals of a real estate company. The president is Laura Gomez and the executive vice president is Yuliana Espinosa. The company aims to become the most prestigious international real estate sales company by providing high quality housing options and excellent customer service to help people find their future home. The goals are to reach more people, showcase the business quality, and demonstrate what the company can achieve in a short time period while remaining dedicated to its customers.
A empresa de tecnologia anunciou um novo smartphone com câmera aprimorada, tela maior e bateria de longa duração por um preço acessível. O dispositivo tem como objetivo atrair mais consumidores em mercados emergentes com suas especificações equilibradas e preço baixo. Analistas esperam que as melhorias e o preço baixo impulsionem as vendas do novo aparelho.
William Shakespeare, English poet and playwright, considered the greatest writer in the English language and the most influential playwright in the world, is author in his theatrical play King Lear of the phrase "What a terrible this time where idiots drive unseeing”. This phrase applies perfectly to Brazil of the contemporary era in which we find the existence of idiots, ie rulers devoid of intelligence and common sense in the nation's command driving unseeing, that is, the incompetent members of government structure that already are leading the country to bankruptcy.
Cecile Perez has completed the online Coursera course "Designing Cities" offered by the University of Pennsylvania. The 10-week course explored the history and current practices of city design around the world and challenges facing city planners. Students prepared three assignments analyzing and proposing solutions for their own city. The course was taught by Professor Gary Hack, Professor Jonathan Barnett, and Associate Professor Stefan Al. This statement of accomplishment is not a University of Pennsylvania degree or credit.
This document outlines various business funding packages, including establishing a 7-year-old corporation for $1,500, adding $30-50k in trade lines to credit reports for $3,000 each, and qualifying for no personal guarantee funding up to $150k through 5 banks. It also details attaching an individual's credit profile to a corporation for round 2 funding of lines of credit and credit cards up to $250k, or additional fees may apply if the client lacks a solid personal guarantee. Finally, it mentions upcoming corporate auto leases allowing direct access to luxury vehicles with $10k down and $1,500 monthly payments.
Jinu George is applying for the position of Male Nurse. He has over 10 years of experience as a nurse in India and the UAE. He has a Diploma in Nursing from Karnataka State, India. He is registered as a nurse with the Indian Nursing Council and Karnataka State Nursing Council. Currently he works as a male nurse for MS Construction in the UAE and is registered there as well. He has experience in medical, surgical, and post-operative units. He is motivated, can communicate well, and remains calm under pressure.
1) O documento discute medidas para reerguer o Brasil após o impeachment de Dilma Rousseff, incluindo reduzir gastos públicos, auditoria da dívida, e reformas para aumentar investimentos e consumo.
2) Também propõe reformas políticas radicais como nova constituição e fim do senado para combater a corrupção.
3) Defende que só essas medidas podem evitar o colapso econômico e político do país.
El documento presenta información sobre la evolución de las computadoras desde sus orígenes hasta la actualidad. Comienza describiendo los antecedentes de la computadora como herramienta para simplificar cálculos complejos. Luego destaca a la ENIAC como la primera computadora electrónica programable desarrollada en 1945. Finalmente resume las generaciones posteriores de computadoras comerciales como la UNIVAC en 1951 y los avances hacia la miniaturización y portabilidad en dispositivos móviles modernos.
The document outlines the leadership team and goals of a real estate company. The president is Laura Gomez and the executive vice president is Yuliana Espinosa. The company aims to become the most prestigious international real estate sales company by providing high quality housing options and excellent customer service to help people find their future home. The goals are to reach more people, showcase the business quality, and demonstrate what the company can achieve in a short time period while remaining dedicated to its customers.
This document discusses representations and stereotypes in media. It explains that representations are constructions that re-present individuals and groups in a certain way, rather than reality. The media selectively chooses how to portray people to serve its own purposes. Repeated representations can become stereotypes that are oversimplified and judgmental. Viewers should consider who created a media text and what point of view it supports or does not support. Representations have implications for how people see themselves and others.
The document outlines an assignment to observe and understand the context of a neighborhood bodega. It provides guidance on tools and methods for conducting interviews and observations, such as cultural probes, user diaries, emotional maps, and guerrilla ethnography. The goals are to develop empathy, understand customer needs, and learn stories from stakeholders in order to inform future design work. Students are asked to document their findings and tools in a 5 minute multimedia presentation and explanation of their methodology.
The document outlines an assignment to observe and understand the context of a neighborhood bodega. It provides guidance on tools and methods for conducting interviews and observations, such as cultural probes, user diaries, emotional maps, and guerrilla ethnography. The goals are to develop empathy, understand customer needs, and learn stories from stakeholders in order to inform future design work. Students are asked to document their findings and tools used in a 5 minute multimedia presentation and explanation of their methodology.
This document provides guidance for developing concepts for the Vichealth Innovation Challenge on alcohol. It discusses starting with identifying why the problem is important and the current situation's impact. It also covers getting to know the target audience, identifying the problem being solved, prototyping and testing ideas, and developing personas. Assumptions should be tested through methods like landing pages, blog posts, emails, surveys, and prototypes to gather feedback from the target audience.
The document discusses identifying and profiling a target audience for a horror film. It will primarily target males aged 16-35 from lower socioeconomic backgrounds who enjoy social media, technology, sports and socializing. This demographic tends to live spontaneously and prioritize appearance, fun and social activities over responsibilities like schoolwork or healthy eating. The film aims to entertain this audience while also educating them by depicting relatable situations and consequences of risky behaviors.
A Few Bad Apples: Reflection journal directionsAaron Maurer
The document provides guidance on writing a reflective journal entry about social experiments, interviews, and person-on-the-street reflections conducted regarding adult bias towards teenagers. It explains that reflective journals allow deeper learning and understanding by exploring experiences. The journal entry should include: 1) objective data describing what happened during the activities, 2) reflective data about feelings and reactions, 3) interpretive data explaining what was observed and the results, and 4) decisional data about lessons learned and conclusions drawn. The purpose is to reflect on and make sense of the experiences regarding adult bias towards teens.
The document discusses the concept of representation in media. It explains that representations offer a version of reality rather than being objective, and are constructed based on someone's opinion. Key points made include that representations can influence audiences and their perceptions, and the importance of considering who is responsible for creating a representation and how audiences may interpret it. Examples provided analyze how Lily Allen is represented in different photos.
This document discusses several factors that can influence people's access to and engagement with natural environments, including socioeconomic status, culture, age, gender, physical ability, and media portrayal. It notes that different people have varying levels of access to nature due to these factors, shaping their feelings and values about the natural world. As more people live in cities separated from nature, connection to the natural world declines; increasing access could help reverse this trend.
The document discusses the conventions used in the student's media product and how it compares to real magazines. The student aimed to have a bold masthead and central cover image like real magazines. However, they positioned the cover lines on the sides rather than bottom for simplicity. Throughout the magazine, they maintained a consistent orange and red color scheme and bold text for visibility. The layout of sections in the contents page and double page spread were also designed for clear reading like conventions in magazines but with some modifications for ease of use.
The document provides instructions for an assignment asking students to reflect on their various identities and how they have shaped their lived experiences and perspectives. Students are prompted to consider identities including race, gender, culture, ethnicity, sexual orientation, socioeconomic status, religion, ability, and other aspects. For each significant identity, students are asked to examine associated privileges and disadvantages, as well as how values and beliefs may have resulted. Students then analyze how their cultural perspectives influence their professional interactions with children, families, communities and colleagues in various areas.
The document discusses developing a communication strategy for a new magazine called "Keep it ONE HUNDRED" focused on bucket lists. The strategy aims to create awareness of bucket lists and their benefits among youth aged 18-30 and South African celebrities. Research found many in these groups are unaware of bucket lists or do not have one. The magazine will use an exciting tone in simple language to inspire readers to engage in bucket lists through competitions, events and articles. The goal is to motivate readers to experience a fulfilled lifestyle and accomplish personal goals. Competitors provide similar lifestyle content through various media.
Work EthicsIf it’s worth doing it, it’s worth doing it right t.docxambersalomon88660
Work Ethics
If it’s worth doing it, it’s worth doing it right the first time.
1
What are your personal examples?
Just when you think you are good, make it better!
Getting Things Done: Mise En Place
What is Mise En Place? Put in place!
Communication and Organization
Slow down to speed up?
Please listen or read it here: http://www.npr.org/2015/01/02/374511095/how-organizing-like-a-chef-can-help-you
2
Close your eyes and listen to this radio podcast on mise en place. (Click on the Kitchen Confidential picture in presentation mode) Read the script or replay the podcast if necessary. What do you learn from this reporting?
Meaning of Being Exact and the Pursuit of Excellence
Importance of being exact:
My GE refrigerator didn’t fit!
Pursuit of perfection:
Japanese Metro, Lexus
Imagine yourself standing on the springboard and jumping into the dry pool 10 meters below, knowing that water will flow and fill the pool before you hit the bottom…
3
What are your personal examples?
Just when you think you are good, make it better!
Meaning of Being Exact and the Pursuit of Excellence: GE
4
GE says that this fridge fits the 36” openings with ¼” clearance. The spec sheet says that the width is between 35 1/2” and 35 7/8” but it did NOT fit into my 36” kitchen opening! Do you have similar experiences? What can be done at factory?
Meaning of Being Exact and the Pursuit of Excellence: Japan
http://youtu.be/_rtxm30NULU
http://youtu.be/AktHnnA9QIM
Please click to watch the videos.
5
What are your personal examples? The Lexus commercial first aired in 1992 launched it into the luxury brand category!
The photo I chose to analyze is http://docsouth.unc.edu/church/morris/ill311.html. It is from the Church in the Southern Black Community Collection. It shows the Morris family from Helena, Arkansas.
OBSERVE:
The first thing I see is a mother and father with five children. Judging by the way they are posed, the deadpan looks on their faces, and the very high collars on the females’ dresses, this photograph was taken during the Victorian Era. The males are all wearing suits and bow ties. The details in the back of the photo show that it was taken in a studio. It is possible that the back of the photograph lists the individual members of the family, as numbers are written on or near ever person in the image. The mother is sitting on a wicker chair.
REFLECT:
This image, based on image quality, posing, and clothing, was taken during the Victorian Era. Data available with the file says that the man was E. C. Morris, born 1855. This photo was likely taken sometime around 1885, since the oldest boy appears to be about 10 and people married early back then. It is likely that this image was taken to show how successful the man was. He was a black minister in the South after Reconstruction. Opportunities for African Americans were scarce during that time at that place, yet his family is well dressed and he could afford to have a nice por.
This document provides an introduction to media studies, including definitions and concepts:
- It defines "media" as standing between reality and the audience to provide representations rather than the real thing.
- It discusses how a self-portrait drawing is a mediated representation influenced by genre, audience, narrative and institution.
- It introduces key concepts in media like genre, audience, narrative and institution and how they work together.
- It discusses how media audiences are categorized using demographics like age, gender, socio-economics and psychographics like attitudes.
- It gives examples of ITV sales categories used to segment media audiences like housewives, children, and men in different age groups.
The document provides details about the target audience for a documentary on Sunderland culture. A survey was conducted with 10-11 respondents. Most respondents were 17-18 years old, in social grades D and E, and had diverse hobbies ranging from music to sports. Respondents were split evenly between male and female. While some created videos or photos, most did not produce content regularly. Opinions on Sunderland ranged from positive to negative, but most saw it as average. Few integrated local identity into content. Living in Sunderland was seen as sometimes restricting creativity.
The survey responses showed that the target audience for the Sunderland Culture documentary consists primarily of 17-21 year old college students from working class backgrounds in the Sunderland, UK area. Specifically, 55.6% of respondents were 17 years old, 33.3% were 18, and 11.1% were 21. 65% fell into social grade E and 35% into social grade D. Responses also indicated that the audience has diverse interests but most feel that living in Sunderland neither enhances nor restricts their creativity. This information will help shape the content and tone of the documentary.
The document discusses the results of a survey conducted to understand the target audience for a documentary about Sunderland culture. It finds that the target audience is youth aged 17-21, attending college, from Sunderland and surrounding areas, with a mix of male and female respondents. Most fall into lower social grades D and E. They have diverse hobbies and a mixed view of Sunderland - most see it as alright but some feel it restricts their creativity or hate it. This information will help tailor the documentary's content and message.
Understanding people comes in a lot of flavors. An uncommon flavor is understanding people deeper than explanations and opinions. It's getting inside people’s minds to see how they achieve their larger human intentions and purposes without reference to your organization. The goal is to allow for later inspiration that represents the complicated inner world of people's approaches, rather than being constrained by existing systems and conventions.
After re-framing the problem as if your organization does not exist, you come back to reality with deeper understanding that influences your solutions.
Indi will define this deeper understanding, outline how collect the data, and show how to curate the knowledge in a depiction of the reasoning-patterns (mental model diagrams) and the thinking-styles (behavioral audience segments).
Hearken - your public's interest - Medientage München 2017Media Lab Bayern
Presentation from Summer Fields from Hearken about how the startup helps newsrooms listening to their audiences better. Held at Medientage München 2017.
This document discusses potential target audiences for three different fictional media properties:
1. A film about a child's adventures that may interest children but also older teenagers due to mature scenes. Both children and teenagers could find certain scenes amusing or frightening.
2. A film about a "stag do" (bachelor party) trip to Las Vegas that would likely attract older teenage and adult males due to inappropriate scenes and the theme appealing more to males.
3. A film like "Mean Girls" that targets teenage girls aged 15-24 due to its focus on topics like fitting in, bullying, first love and family conflict. Adults may also watch it with their children.
Cdmp u8 common answer booklet 1801 (1) 2holliejoice
This document contains an answer booklet for activities related to responding to a commission to create a media product. The activities include writing a rationale for ideas in response to the commission, pitching one selected idea, and proposing the idea in more detail.
The rationale targets young women aged 9-25 and outlines research conducted through a survey. Three ideas are presented: a podcast, celebrity-focused video, or short film. The celebrity-focused video is selected.
The pitch sells this idea by describing a video advertisement featuring celebrities discussing social media's unrealistic portrayals and its impacts on mental health.
The proposal provides more details on the content, technical considerations, contributors, locations, legal/ethical issues, and scheduling
This document discusses representations and stereotypes in media. It explains that representations are constructions that re-present individuals and groups in a certain way, rather than reality. The media selectively chooses how to portray people to serve its own purposes. Repeated representations can become stereotypes that are oversimplified and judgmental. Viewers should consider who created a media text and what point of view it supports or does not support. Representations have implications for how people see themselves and others.
The document outlines an assignment to observe and understand the context of a neighborhood bodega. It provides guidance on tools and methods for conducting interviews and observations, such as cultural probes, user diaries, emotional maps, and guerrilla ethnography. The goals are to develop empathy, understand customer needs, and learn stories from stakeholders in order to inform future design work. Students are asked to document their findings and tools in a 5 minute multimedia presentation and explanation of their methodology.
The document outlines an assignment to observe and understand the context of a neighborhood bodega. It provides guidance on tools and methods for conducting interviews and observations, such as cultural probes, user diaries, emotional maps, and guerrilla ethnography. The goals are to develop empathy, understand customer needs, and learn stories from stakeholders in order to inform future design work. Students are asked to document their findings and tools used in a 5 minute multimedia presentation and explanation of their methodology.
This document provides guidance for developing concepts for the Vichealth Innovation Challenge on alcohol. It discusses starting with identifying why the problem is important and the current situation's impact. It also covers getting to know the target audience, identifying the problem being solved, prototyping and testing ideas, and developing personas. Assumptions should be tested through methods like landing pages, blog posts, emails, surveys, and prototypes to gather feedback from the target audience.
The document discusses identifying and profiling a target audience for a horror film. It will primarily target males aged 16-35 from lower socioeconomic backgrounds who enjoy social media, technology, sports and socializing. This demographic tends to live spontaneously and prioritize appearance, fun and social activities over responsibilities like schoolwork or healthy eating. The film aims to entertain this audience while also educating them by depicting relatable situations and consequences of risky behaviors.
A Few Bad Apples: Reflection journal directionsAaron Maurer
The document provides guidance on writing a reflective journal entry about social experiments, interviews, and person-on-the-street reflections conducted regarding adult bias towards teenagers. It explains that reflective journals allow deeper learning and understanding by exploring experiences. The journal entry should include: 1) objective data describing what happened during the activities, 2) reflective data about feelings and reactions, 3) interpretive data explaining what was observed and the results, and 4) decisional data about lessons learned and conclusions drawn. The purpose is to reflect on and make sense of the experiences regarding adult bias towards teens.
The document discusses the concept of representation in media. It explains that representations offer a version of reality rather than being objective, and are constructed based on someone's opinion. Key points made include that representations can influence audiences and their perceptions, and the importance of considering who is responsible for creating a representation and how audiences may interpret it. Examples provided analyze how Lily Allen is represented in different photos.
This document discusses several factors that can influence people's access to and engagement with natural environments, including socioeconomic status, culture, age, gender, physical ability, and media portrayal. It notes that different people have varying levels of access to nature due to these factors, shaping their feelings and values about the natural world. As more people live in cities separated from nature, connection to the natural world declines; increasing access could help reverse this trend.
The document discusses the conventions used in the student's media product and how it compares to real magazines. The student aimed to have a bold masthead and central cover image like real magazines. However, they positioned the cover lines on the sides rather than bottom for simplicity. Throughout the magazine, they maintained a consistent orange and red color scheme and bold text for visibility. The layout of sections in the contents page and double page spread were also designed for clear reading like conventions in magazines but with some modifications for ease of use.
The document provides instructions for an assignment asking students to reflect on their various identities and how they have shaped their lived experiences and perspectives. Students are prompted to consider identities including race, gender, culture, ethnicity, sexual orientation, socioeconomic status, religion, ability, and other aspects. For each significant identity, students are asked to examine associated privileges and disadvantages, as well as how values and beliefs may have resulted. Students then analyze how their cultural perspectives influence their professional interactions with children, families, communities and colleagues in various areas.
The document discusses developing a communication strategy for a new magazine called "Keep it ONE HUNDRED" focused on bucket lists. The strategy aims to create awareness of bucket lists and their benefits among youth aged 18-30 and South African celebrities. Research found many in these groups are unaware of bucket lists or do not have one. The magazine will use an exciting tone in simple language to inspire readers to engage in bucket lists through competitions, events and articles. The goal is to motivate readers to experience a fulfilled lifestyle and accomplish personal goals. Competitors provide similar lifestyle content through various media.
Work EthicsIf it’s worth doing it, it’s worth doing it right t.docxambersalomon88660
Work Ethics
If it’s worth doing it, it’s worth doing it right the first time.
1
What are your personal examples?
Just when you think you are good, make it better!
Getting Things Done: Mise En Place
What is Mise En Place? Put in place!
Communication and Organization
Slow down to speed up?
Please listen or read it here: http://www.npr.org/2015/01/02/374511095/how-organizing-like-a-chef-can-help-you
2
Close your eyes and listen to this radio podcast on mise en place. (Click on the Kitchen Confidential picture in presentation mode) Read the script or replay the podcast if necessary. What do you learn from this reporting?
Meaning of Being Exact and the Pursuit of Excellence
Importance of being exact:
My GE refrigerator didn’t fit!
Pursuit of perfection:
Japanese Metro, Lexus
Imagine yourself standing on the springboard and jumping into the dry pool 10 meters below, knowing that water will flow and fill the pool before you hit the bottom…
3
What are your personal examples?
Just when you think you are good, make it better!
Meaning of Being Exact and the Pursuit of Excellence: GE
4
GE says that this fridge fits the 36” openings with ¼” clearance. The spec sheet says that the width is between 35 1/2” and 35 7/8” but it did NOT fit into my 36” kitchen opening! Do you have similar experiences? What can be done at factory?
Meaning of Being Exact and the Pursuit of Excellence: Japan
http://youtu.be/_rtxm30NULU
http://youtu.be/AktHnnA9QIM
Please click to watch the videos.
5
What are your personal examples? The Lexus commercial first aired in 1992 launched it into the luxury brand category!
The photo I chose to analyze is http://docsouth.unc.edu/church/morris/ill311.html. It is from the Church in the Southern Black Community Collection. It shows the Morris family from Helena, Arkansas.
OBSERVE:
The first thing I see is a mother and father with five children. Judging by the way they are posed, the deadpan looks on their faces, and the very high collars on the females’ dresses, this photograph was taken during the Victorian Era. The males are all wearing suits and bow ties. The details in the back of the photo show that it was taken in a studio. It is possible that the back of the photograph lists the individual members of the family, as numbers are written on or near ever person in the image. The mother is sitting on a wicker chair.
REFLECT:
This image, based on image quality, posing, and clothing, was taken during the Victorian Era. Data available with the file says that the man was E. C. Morris, born 1855. This photo was likely taken sometime around 1885, since the oldest boy appears to be about 10 and people married early back then. It is likely that this image was taken to show how successful the man was. He was a black minister in the South after Reconstruction. Opportunities for African Americans were scarce during that time at that place, yet his family is well dressed and he could afford to have a nice por.
This document provides an introduction to media studies, including definitions and concepts:
- It defines "media" as standing between reality and the audience to provide representations rather than the real thing.
- It discusses how a self-portrait drawing is a mediated representation influenced by genre, audience, narrative and institution.
- It introduces key concepts in media like genre, audience, narrative and institution and how they work together.
- It discusses how media audiences are categorized using demographics like age, gender, socio-economics and psychographics like attitudes.
- It gives examples of ITV sales categories used to segment media audiences like housewives, children, and men in different age groups.
The document provides details about the target audience for a documentary on Sunderland culture. A survey was conducted with 10-11 respondents. Most respondents were 17-18 years old, in social grades D and E, and had diverse hobbies ranging from music to sports. Respondents were split evenly between male and female. While some created videos or photos, most did not produce content regularly. Opinions on Sunderland ranged from positive to negative, but most saw it as average. Few integrated local identity into content. Living in Sunderland was seen as sometimes restricting creativity.
The survey responses showed that the target audience for the Sunderland Culture documentary consists primarily of 17-21 year old college students from working class backgrounds in the Sunderland, UK area. Specifically, 55.6% of respondents were 17 years old, 33.3% were 18, and 11.1% were 21. 65% fell into social grade E and 35% into social grade D. Responses also indicated that the audience has diverse interests but most feel that living in Sunderland neither enhances nor restricts their creativity. This information will help shape the content and tone of the documentary.
The document discusses the results of a survey conducted to understand the target audience for a documentary about Sunderland culture. It finds that the target audience is youth aged 17-21, attending college, from Sunderland and surrounding areas, with a mix of male and female respondents. Most fall into lower social grades D and E. They have diverse hobbies and a mixed view of Sunderland - most see it as alright but some feel it restricts their creativity or hate it. This information will help tailor the documentary's content and message.
Understanding people comes in a lot of flavors. An uncommon flavor is understanding people deeper than explanations and opinions. It's getting inside people’s minds to see how they achieve their larger human intentions and purposes without reference to your organization. The goal is to allow for later inspiration that represents the complicated inner world of people's approaches, rather than being constrained by existing systems and conventions.
After re-framing the problem as if your organization does not exist, you come back to reality with deeper understanding that influences your solutions.
Indi will define this deeper understanding, outline how collect the data, and show how to curate the knowledge in a depiction of the reasoning-patterns (mental model diagrams) and the thinking-styles (behavioral audience segments).
Hearken - your public's interest - Medientage München 2017Media Lab Bayern
Presentation from Summer Fields from Hearken about how the startup helps newsrooms listening to their audiences better. Held at Medientage München 2017.
This document discusses potential target audiences for three different fictional media properties:
1. A film about a child's adventures that may interest children but also older teenagers due to mature scenes. Both children and teenagers could find certain scenes amusing or frightening.
2. A film about a "stag do" (bachelor party) trip to Las Vegas that would likely attract older teenage and adult males due to inappropriate scenes and the theme appealing more to males.
3. A film like "Mean Girls" that targets teenage girls aged 15-24 due to its focus on topics like fitting in, bullying, first love and family conflict. Adults may also watch it with their children.
Cdmp u8 common answer booklet 1801 (1) 2holliejoice
This document contains an answer booklet for activities related to responding to a commission to create a media product. The activities include writing a rationale for ideas in response to the commission, pitching one selected idea, and proposing the idea in more detail.
The rationale targets young women aged 9-25 and outlines research conducted through a survey. Three ideas are presented: a podcast, celebrity-focused video, or short film. The celebrity-focused video is selected.
The pitch sells this idea by describing a video advertisement featuring celebrities discussing social media's unrealistic portrayals and its impacts on mental health.
The proposal provides more details on the content, technical considerations, contributors, locations, legal/ethical issues, and scheduling
Similar to Journey Qual IDI Training Preso_4.2.12 (20)
3. DATA
COLLECTION
FRAMEWORK
PERSON
IN
LIFE
PERSON
IN
PATH
BRAND
IN
PATH
Uncover
the
relevant
people,
channels,
resources
in
daily
life.
Explore
and
map
the
consumer-‐driven
path
to
a
decision,
detailing
the
mental
context,
the
influencers
and
the
triggers
throughout.
Define
where
the
brand
is
present
along
the
consumer
path
and
how/where/
when
the
brand
wins
&
loses
throughout.
• Influences
in
Life
Card
Sort
• Influences
in
Life
Debrief
• People
in
Life
Exercise
• Feelings
Image
Collage
• Unaided
Storytelling
• Aided
Influencer
Probing
• Aided
Feelings
Probing
• Path
Mapping
&
Debrief
• Brand
Experience
Probing
• Brand
PercepNon
Probing
INTERVIEW
ACTIVITIES
5. Influences
in
Life
Card
Sort
Purpose:
IdenEfy
important
influences
in
daily
life.
Data
provides
narrowed-‐down
influences
chosen
by
the
respondent.
Context
will
be
added
to
the
parEcipant
selecEons
during
Debrief.
QuesHons:
These
represent
different
acNviNes
you
may
or
may
not
parNcipate
in
&
places
you
may
or
may
not
visit
in
your
life.
Please
separate
these
cards
into
3
Ntled
envelopes.
PILE
1
–
The
things
in
my
life
that
I’m
really
engaged
in
or
passionate
about
PILE
2
–
The
things
that
are
a
part
of
my
life
but
not
‘passion
points’
PILE
3
–
The
things
I
don’t
do/use/visit
or
I
don’t
know
about.
These
represent
different
technology
you
may
or
may
not
use
in
your
daily
life.
Please
separate
these
cards
into
the
same
3
envelopes.
These
represent
different
things
people
use,
are
influenced
by,
or
come
across
in
their
daily
life.
Please
separate
these
cards
into
same
3
envelopes.
Person
in
Life
6. Card
sort
Pile
3
The
things
I
don’t
do/use/visit
or
I
don’t
know
about.
Pile
1
The
things
in
my
life
that
I’m
really
engaged
in
or
passionate
about
Pile
2
The
things
that
are
a
part
of
my
life
but
not
‘passion
points’
7. Influences
in
Life
Debrief
Purpose:
Build
out
context
for
Pile
1
selecEons.
Data
provides
a
profile/persona
of
the
respondent
and
will
also
be
used
in
building
the
decision
path
map.
QuesHons:
Let’s
talk
a
liZle
about
the
cards
you
put
in
Pile
1.
CONTENT
PROBE
FOR
MEDIUM
CARDS:
When
you
are
using
[MEDIUM]
what
are
the
most
typical
types
of
content
you
are
most
passionate
about?
Refer
to
this
list.
Pick
up
to
3
types
of
content.
ROLE
PROBE
FOR
ALL
CARDS:
In
what
ways
is
this
important
in
your
life?
Person
in
Life
Pile
1
The
things
in
my
life
that
I’m
really
engaged
in
or
passionate
about
9. Content Types
News/information/current affairsCommunity/local
Political
Business/financial
Entertainment
Reality/real life
Paparazzi/celebrity
Music
Comedy
Quiz/audien
Home improvementEducational
Parenthood
Art & culture
Biography/history
Moral/religious
Retail
Entertainment!
News/current affairs!
Friend social page! Deals/coupons!
Community/local!
Paparazzi/celebrity!
Deals/coupons!
Retail!
WRITE
CONTENT
CATEGORIES
IN
UPPER-‐LEFT
SQUARE
SAVE
THESE
SPACES
FOR
LATER
Content
types
in
life
10. Roles
Notes
Sheet
!"#$%&'"&()*+,"-)....................))))))))))/+01"()2)3+(")2)45,"-)........................
!"#$%&'"($%
ROLE in life ROLE in life
MEDIA CONTENT TYPES ROLE IN LIFE MEDIA CONTENT TYPES ROLE IN LIFE
Personal Email
Podcasts
Radio
Apps for mobile
device
Blogs
Homepage
Bank/financial institution
Café/coffee shop
Dealership
Discount store
Food market
Gas station
Gym/exercise
Happy hour/socializing
Mall/department store
Movie theater/theatre
Music concerts
Outdoor recreation
Restaurant dining
Sporting events
Transportation stops
Traveling
Workplace
ACTIVITIES/PLACES TECHNOLOGY
Desktop computer
DVD/Bluray player
DVR/TiVo
Instant message
iPad or tablet
iPhone or smartphone
iPod/MP3
Laptop computer
Television
Text message
Video game console
Video chat
Personal assistant!
My recharge!
fashion! My secret weapon!
Food/cooking!
Me time!
Dinnertime lifesaver!
11. People
Network
Exercise
• People Network Exercise
QuesHon:
As
we
are
ge_ng
started,
I’d
like
to
know
a
liZle
bit
about
the
people
you
rely
on
in
your
network.
When
you
think
about
the
important
quesNons,
issues,
and
decisions
you
make
in
life…
tell
me
who
is
in
your
network?
To
do
this,
I
have
this
sheet
here
with
you
in
the
middle
and
a
bunch
of
circles
around
you.
Tell
me
who
is
in
your
inner
circle?
Who
is
in
your
outer
circle?
Purpose:
IdenEfy
the
people
of
influence.
Data
will
be
used
to
populate
ecosystem
and
aid
building
of
the
decision
path
map
Person
in
Life
14. Feelings
Image
Collage
Purpose:
Uncover
specific
and
disEnct
feelings
experienced
in
the
path
to
their
decision.
Unaided
feelings
expressed
will
be
used
in
building
the
path
map.
QuesHon:
Up
unNl
now,
we’ve
been
talking
about
you
in
your
life
in
general.
Now
we’re
going
to
start
talking
about
[CATEGORY
&
RELEVANT
DECISION].
When
you
look
at
these
images,
which
best
explain
how
you
have
felt
at
various
points
along
the
journey?
Think
about
everything
you’ve
felt
up
unNl
now.
Please
look
at
the
images
you
selected,
and
tell
me
the
feeling
that
describes
what
that
image
means
to
you.
Person
in
Path
16. Unaided
Storytelling
QuesHon:
Now
I
am
going
to
ask
you
to
tell
me
the
story
about
[CATEGORY
&
RELEVANT
DECISION].
I
need
you
to
tell
me
the
story
in
great
detail
from
the
point
you
are
at
now
back
to
how
it
started.
Be
as
specific
as
you
can
in
the
details
of
your
story.
Probes:
How
did
it
start?
What
did
you
do
first?
What
happened
next?
What
else
did
you
do?
Needs
Probes:
When
did
you
realize
you
needed
to
make
this
decision?
How
did
you
decide
to
make
this
decision?
Triggers
Probes:
What
prompted
you
to
do
that?
What
started
this
part?
What
did
it
take
for
you
to
go
from
one
stage
to
the
next?
Final
Probes:
Where
are
the
important
points
along
the
way,
the
real
milestones
where
things
changed?
Are
there
any
other
important
steps
we
haven’t
talked
about?
Purpose:
Uncover
the
consumer-‐driven
path
to
a
decision.
The
story
should
uncover
everything
from
the
first
moment
the
respondent
realized
they
needed
to
make
the
decision
to
the
specific
moment
where
they
are
at
the
point
of
the
interview
through
specific
and
detailed
probing.
Person
in
Path
17. story elements
BE
SURE
TO
CAPTURE
RELEVANT
DETAIL
&
CONTEXT
Story
elements
Children
have made
comments
they like
Mini!
SAD to be
ending
relationship
with old car!
Mini dealer
sent me
promotional
information!
Looking for
something
economical!
Was coming
to the end of
my contract
plan !
Met up with
Dave – he
raved about
his Audi!
Test drove
Mini and
fell in love
with it !
Test drove!
Met up with
Dave!
✗
✗
Lack of
interest from
showroom
staff!
FOCUS
ON:
• BEHAVIORS
• ACTIONS
• TRIGGERS
• CONSIDERATIONS
• MILESTONES
WHAT
HAPPENED?
WHAT
IMPACT?
WHICH
CAR?
WHAT
IMPACT?
18. Aided
Influencer
Probing
Purpose:
Uncover
passive
and
acEve
presence
of
people,
places/
acEviEes,
technology,
medium,
content
in
the
story
that
influenced
them
in
the
path
to
their
decision.
Questions:
PEOPLE
IN
STORY
SHEET
• You’ve
already
menNoned
[NAMES]
–
who
else
from
your
inner/
outer
circles
has
played
a
role
in
this
story?
• Who
else
that’s
not
in
your
inner/outer
circles,
played
a
role
in
this
story?
ACTIVITIES/PLACES/TECHNOLOGY/MEDIUM
CARDS
• Which
of
these
from
your
pile
1
&
pile
2
did
you
acNvely
seek
out
in
this
story?
• Which
of
these
from
your
pile
1
&
pile
2
did
you
come
across
that
you
didn’t
seek
out?
• Are
there
any
other
things
we
haven’t
talked
about
already
that
have
played
a
role
in
this
story?
Person
in
Path
Scared!
Confused!
19. People
in
story
The mom
at park!
MAYA!
Best Friend!
BEN!
Neighbor!
MOM!
MOM!
ANNA!
Sister! DAVID!
Brother!
MAYA!
Best Friend!
GABRIEL!
Uncle!
SARA!
Friend!
MARIA!
Colleague!
Julia S.! San Diego!
MARK!
Husband!
RECORD
NAMES
OF
PEOPLE
WHO
APPEAR
IN
STORY
ADD
NEW
PEOPLE
WHO
COME
UP
IN
PROBING
MARK!
Husband!
People
in
path
20. Entertainment!
News/current affairs!
Friend social page! Deals/coupons!
Community/local!
Paparazzi/celebrity!
Deals/coupons!
Retail! Honda!
Edmunds.com!
Content
types
in
path
Facebook!
MSN Autos! Pinterest!
Capture
specific
media
properHes
already
menHoned
in
story
+
new
ones
from
aided
probing.
22. Aided
Feelings
Probing
Purpose:
Uncover
passive
and
acEve
presence
of
people,
places/
acEviEes,
technology,
medium,
content
in
the
story
that
influenced
them
in
the
path
to
their
decision.
QuesHon:
AIDED
FEELINGS
EXERCISE
Take
a
look
at
the
images
you
selected
earlier.
In
what
parts
of
your
story
did
you
experience
these
feelings?
What
made
you
feel
that
way?
What
did
you
think,
do,
or
do
differently
because
you
felt
that
way?
Are
there
any
other
images
we
should
add
to
represent
other
feelings
you
felt
along
this
story?
Person
in
Path
frustrated!confused!
excited!
proud!
scared!
thankful!
24. Path
Mapping
Exercise
Purpose:
ParEcipant
builds
their
decision
path
by
using
elements
of
the
story
they
have
shared
to
show
their
personal
journey
to
a
decision.
QuesHon:
As
you’ve
been
telling
me
different
parts
of
your
story,
I
have
been
wriNng
down
key
parts
on
these
sNckers.
Some
represent
steps
you
may
have
taken,
some
have
how
you
may
have
felt
at
different
Nmes
in
the
process,
others
reference
things
that
may
have
happened
or
trigger
events.
And
sNll
others
represenNng
the
cards
you
pulled
out
as
playing
a
role
in
your
process.
What
I’d
like
you
to
do
is
capture
your
story
on
this
paper.
Show
what
happened,
what
you’ve
done,
how
you’ve
felt,
and
how
they
are
all
connected.
When
you
are
done
I
will
ask
you
to
tell
me
about
it
as
if
I
was
someone
who
didn’t
know
anything
about
this
story.
I
will
give
you
10-‐15
minutes
to
work
on
this.
Person
in
Path
26. THREE
RULES
1. START
ON
LEFT
2. USE
ALL
STICKERS
3. “CONNECT”
THE
STICKERS
27. BEFORE
RESPONDENT
BEGINS…
PLACE
CONTENT
IN
LIFE
STICKERS
ON
BOTTOM
FLAP
OF
MAP
SHEET
Entertainment!
News/current affairs!
Friend social page! Deals/coupons!
Community/local!
Paparazzi/celebrity!
Deals/coupons!
Retail! Honda!
Edmunds.com!
Facebook!
MSN Autos! Pinterest!
28. Path
Debriefing
Purpose:
Define
specific
points
of
tension,
solicit
soluEons,
and
associate
specific
needs,
feelings,
mental
states,
and
triggers
to
each
stage
of
the
path.
QuesHons:
• If
you
look
at
your
story,
where
are
the
4-‐5
key
milestones
or
turning
points
in
your
journey?
• If
you
think
about
this
process
as
a
story,
what
would
be
the
chapters
of
your
story?
For
each,
what
would
you
name
this
chapter
of
the
story?
What
is
the
essence
of
this
chapter
–
what
it’s
all
about?
• For
each
chapter,
what
would
you
say
is
the
most
important
need
for
you
here?
What
were
you
solving
for?
• Where
are
the
pain
points
/
tension
points
in
this
story,
things
you’d
fix?
• If
you
had
a
magic
wand
and
could
change
or
fix
anything
in
this
story,
what
would
it
be?
What
would
you
do
to
fix
it?
Why?
Person
in
Path
29. Triggers/Turning
Points
&
Stages/Chapters
PLACE
MILESTONE/TURNING
POINT
STICKERS.
DRAW
CLEAR
LINES
SEPARATING
CHAPTERS.
30. TITLE:
The
Showroom
Saga
NEED:
To
rule
out
certain
cars
TITLE:
The
Wander
of
the
Web
NEED:
To
find
the
best
allround
car
financially
&
environmentally
RECORD
TITLE
&
NEED
FOR
EACH
CHAPTER
ON
MAP
Chapter
Titles
&
Needs
31. PLACE
STICKERS
SO
THAT
IT’S
CLEAR
WHAT
THEY
REFER
TO.
ADD
NOTES/ARROWS/ETC.
WHEN
HELPFUL.
Tension
Points
&
Magic
Wand
32. Path
Debriefing
(ConHnued)
EmoHon
QuesHon
to
repeat
about
each
stage:
Please
think
about
how
you
felt
at
this
point
of
the
story.
Which
of
these
best
describe
your
feelings
at
this
point?
For
each
word
selected:
would
you
say
you
felt
that
a
liZle
or
a
lot?
State
of
Mind
QuesHon
to
repeat
about
each
stage:
Please
indicate
which
point
on
each
of
these
scales
best
describes
you
at
this
point
of
the
story?
You
can
say
you
felt
either
word
a
liZle
or
a
lot
or
that
you
felt
neither.
Person
in
Path
Purpose:
Define
parEcipant
emoEons
and
state
of
mind
at
each
stage
along
their
path
to
a
decision.
33. SHADE
INNER
SEGMENT
FOR
“A
LITTLE”
OR
INNER
&
OUTER
FOR
“A
LOT”
ENCOURAGE
RESPONDENT
CONSIDER
EACH
PAIR,
NOT
ALL
10
TOGETHER
EMOTION
STATE
OF
MIND
34. PLACE
STICKERS
IN
ORDER
ACROSS
TOP
FLAP
OF
THE
CONSUMER
PATHWAY
MAP.
IF
YOU
RUN
OUT
OF
SPACE
USE
WHITE
SPACE
ON
MAP
1
3
2
4
36. Brand
Experience
Probing
QuesHons:
• When
have
you
interacted
with
or
thought
about
[INSERT
BRAND
NAME]
in
the
course
of
this
story?
• OPTIONAL:
Which
of
the
following,
if
any,
have
you
encountered…?
[NAME/SHOW
SPECIFIC
BRAND
COMMS/TOUCHPOINTS,
IF
NEEDED]
• In
what
ways
did
[INSERT
BRAND
NAME]
help
or
hinder
you
in
this
story?
• Where
would
you
say
[INSERT
BRAND
NAME]
has
been
the
best/
worst
in
this
story?
Why?
Purpose:
Determine
where
the
brand
is
present
and
how/where/
when
specific
strengths
and
weaknesses
show
up
along
the
consumer
path
to
a
decision.
Brand
in
Path
38. Brand
PercepHon
Probing
OPTIONAL
SECTION
FOR
POSITION
STRATEGY
Example
QuesHons:
• When
you
hear
the
name
[INSERT
BRAND
NAME],
what
first
comes
to
mind?
• Which
of
the
following
best
describe
[INSERT
BRAND
NAME]?
• Would
you
say
[INSERT
BRAND
NAME]
is
the
same
as,
beZer,
or
worse
than
most
other
brands
when
it
come
to…?
• Overall,
what
has
been
your
experience
with
[INSERT
BRAND
NAME]?
Brand
in
Path
Purpose:
Determine
where
the
brand
is
present
and
how/where/
when
specific
strengths
and
weaknesses
show
up
along
the
consumer
path
to
a
decision.
40. Immediately
following
the
interview
you
should
do
the
following:
• Place
any
remaining
PILE
1
STICKERS
not
used
in
the
story
on
the
boZom
flap
of
the
Path
Map
Exercise
sheet.
• Place
PILE
2
STICKERS
on
back
side
of
boZom
flap.
• Write
RESPONDENT
NAME
on
Path
Map,
Roles
Notes
and
People
in
Life
materials.
Post-‐Interview
Checklist
41. Two
Worksheets:
Complete
a
Heart
of
the
Mager
exercise
sheet
and
an
InterpreHve
Map
for
each
respondent
as
soon
as
possible
aker
the
interview,
while
it’s
fresh.
Pre-‐Synthesis
Steps
Purpose:
Create
a
disElled
summary
of
each
interview
and
iniEal
insights,
taking
advantage
of
the
moderator’s
full
context,
for
the
broader
synthesis
team.
42. Heart
Of
The
Mager
Exercise
Sheet
M E D I A P R O F I L E I N F O
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B R A N D P E R F O R M A N C E
• J&(*24",$)"(*'&($%&'()*$
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