The document discusses technology, defined as inventions or applications of useful things that help people solve problems. It references market research and how technology can help understand consumer behaviors and needs through new methods like video ethnography and surveys on demand apps. The overall theme is how technology and innovation in research methods can provide insights to understand people and develop new products.

2. technology

4. an invention of useful things
to help people solve problems

5. Anything that has to do with computers.
Often misused by stupid people and corporations that market to
said stupid people.
an invention of useful things
to help people solve problems

8. (

9. Charles Coolidge Parlin
“The Father of Market Research”

10. Charles Coolidge Parlin
“The Father of Market Research”
Steven Paul Jobs
“The Father of Cool”

12. “Research”

13. “Research”
Humankind’s
incremental
acquisition

14. “Research”
Humankind’s
incremental
acquisition
of understanding

15. “Research”
Humankind’s
incremental
acquisition
through observation
of understanding

17. technology!

18. an invention
of useful things
to help people solve problems

20. 83 flavor options

22. “I just read this interesting article that said
that back during the Vietnam War the #1
things POWs craved was pizza. Go figure
that out.” – Randy Gier, Pizza Hut CMO

23.  Physiology
 Psychology
 Triggers
 Acceptable Substitutes
 Language
“I just read this interesting article that said
that back during the Vietnam War the #1
things POWs craved was pizza. Go figure
that out.” – Randy Gier, Pizza Hut CMO

24.  Physiology
 Psychology
 Triggers
 Acceptable Substitutes
 Language
Problem: No POWs
Solution:
1.Panel of college guys
2.Technology
“I just read this interesting article that said
that back during the Vietnam War the #1
things POWs craved was pizza. Go figure
that out.” – Randy Gier, Pizza Hut CMO

25.  Physiology
 Psychology
 Triggers
 Acceptable Substitutes
 Language
Problem: No POWs
Solution:
1.Panel of college guys
2.Technology
“I just read this interesting article that said
that back during the Vietnam War the #1
things POWs craved was pizza. Go figure
that out.” – Randy Gier, Pizza Hut CMO

26. “I just read this interesting article that said
that back during the Vietnam War the #1
things POWs craved was pizza. Go figure
that out.” – Randy Gier, Pizza Hut CMO
 Physiology
 Psychology
 Triggers
 Acceptable Substitutes
 Language
Problem: No POWs
Solution:
1.Panel of college guys
2.Technology !

27. Help us understand
at-home party planning,
the party atmosphere,
and the party aftermath
among KBDs.

28. Solution: Self-ethno videos with FlipCams
Help us understand
at-home party planning,
the party atmosphere,
and the party aftermath
among KBDs.

29. Solution: Self-ethno videos with FlipCams
Before
Help us understand
at-home party planning,
the party atmosphere,
and the party aftermath
among KBDs.

30. Solution: Self-ethno videos with FlipCams
Help us understand
at-home party planning,
the party atmosphere,
and the party aftermath
among KBDs.
Before
After….

31. What’s it like to be a teen today?
Solution: Monthly “Press Conferences”
with the teen Panel we built for
Nike and ESPN.

32. What’s it like to be a teen today?
Solution: Monthly “Press Conferences”
with the teen Panel we built for
Nike and ESPN.

33. What’s it like to be a teen today?
Solution: Monthly “Press Conferences”
with the teen Panel we built for
Nike and ESPN.

34. Conflict Groups for

35. Home vs. hotel renting in US & Europe
Dyads & Triads
Rebecca >> (all) depends on the city
Martine >> (all) I agree. The city comes first.
Rebecca >> (all) then I start thinking about accommodations
Rebecca >> (all) Sometimes I change travel plans if I can’t
find the accommodations I want
Jon >> (all) I definitely have changed travel times and cities if
I can’t find a great place to stay
Martine >> (all) with kids, I have to find a place that works for
all of us. Sometimes I look for houses to rent or hotels in
several cities before I make the decision of where to go.
Jon >> (all) I’ve done that
Jon >> (all) Just last summer in fact.
Martine >> I never look at hotels first. I always try to book
houses. It’s better for my family. We can spread out.
Rebecca >> (all) Have you had good luck renting houses?
Martine>> (all) Yes
Rebecca (all) I’ve never felt comfortable doing that, Seems
too risky
Martine >> (all) we’ve had very good luck

36. GoPro

37. Develop a deep understanding of Old Navy’s
“Jennie” target. Understand her motivations
and needs, her perceptions of Old Navy, and
the dissonance in what she desires vs. how Old
Navy is perceived.

38. Ethnos
Develop a deep understanding of Old Navy’s
“Jennie” target. Understand her motivations
and needs, her perceptions of Old Navy, and
the dissonance in what she desires vs. how Old
Navy is perceived.

39. OBJECT OF CRANIUM
To circle the board victoriously – sketching, sculpting,
acting, humming, and puzzle-solving as you go!
Develop a deep understanding of Old Navy’s
“Jennie” target. Understand her motivations
and needs, her perceptions of Old Navy, and
the dissonance in what she desires vs. how Old
Navy is perceived.Ethnos + “Game Nights”

40. Fuel New Product Innovation. Understand
opportunities for Millennial males when they
are snacking alone.

41. Fuel New Product Innovation. Understand
opportunities for Millennial males when they
are snacking alone.

42. Fuel New Product Innovation. Understand
opportunities for Millennial males when they
are snacking alone.

43. Fuel New Product Innovation. Understand
opportunities for Millennial males when they
are snacking alone.
Consumer Wants & Needs
Product Attributes
Functional Benefits
Emotional Benefits
Essence
of the Need

44. Develop a deep understanding of the
attitudes, behaviors, needs & competitive set
related to tweens’ online shopping for apparel.ONLINE

45. Develop a deep understanding of the
attitudes, behaviors, needs & competitive set
related to tweens’ online shopping for apparel.ONLINE
“Do You See What I See?” Spy Cam Videos
A stealthy look into tweens’ lives and their
in-store and online fashion shopping.

46. America’s largest travel center company with 650
interstate travel centers throughout the US and Canada.
18-wheel drivers are PFJ’s most important customers. What
are their needs? What can PFJ do to help?
U30 rode along with 12 drivers
and used GoPro cameras to
hear from the rest as they
traveled the width and breadth
of America.

47. “It’s adorable for my
daughter, but it’s pricey
at $39.99.” –Becky B.
Create an immediate, in-the-moment
understanding of what’s working in stores
during back-to-school shopping.
Surveys On Demand App

48. an invention – or application –
of useful things
to help people solve problems
technology