Spencer Murrell - Festival of NewMR - 2010
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The document discusses insight translation, which bridges the gap between research and development. It involves turning insights from research into actionable principles and frameworks to guide decision-making. Insight translation uses visuals and stories to make insights sticky, memorable and efficient to communicate compared to long reports. It helps build shared understanding across teams and can inspire changes to how organizations operate.
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Spencer Murrell - Festival of NewMR - 2010
- 1. New MR Turning Insight Into Action NEW MR Turning Insight Into Ac/on Spencer Murrell, Lextant, USA Part 3: Session 1, Convenor Andrew Jeavons, Chair Zoe Dowling, schedule = 12:59pm to 1:24pm (EST/New York)
- 2. New MR Turning Insight Into Action Insight Transla/on bridges the gap between Research and Development Insight TranslationR E S E A R C H D E V E L O P M E N T Why Insight Transla/on?
- 3. New MR Turning Insight Into Action “Thud factor” Why Insight Transla/on? No one can use a 100-‐page report Spencer Murrell, Lextant, USA Part 3: Session 1, Convenor Andrew Jeavons, Chair Zoe Dowling, schedule = 12:59pm to 1:24pm (EST/New York)
- 4. New MR Turning Insight Into Action Why Insight Transla/on? Informa/on Models: s/cky, memorable, efficient
- 5. New MR Turning Insight Into Action A key step in the research process D E S I G N P l a n D o U n d e r s t a n d Understand Build Methodology User Input Analyze Insights Insight Translation Insight Transla/on communicates design criteria. …and demonstrates how the research insights can change a business. Design Spencer Murrell, Lextant, USA Part 3: Session 1, Convenor Andrew Jeavons, Chair Zoe Dowling, schedule = 12:59pm to 1:24pm (EST/New York)
- 6. New MR Turning Insight Into Action Uses visual skills and concrete thinking to embody abstract ideas and principles. The object is not to solve the design problem, but to create a framework to focus crea/vity. Purpose Spencer Murrell, Lextant, USA Part 3: Session 1, Convenor Andrew Jeavons, Chair Zoe Dowling, schedule = 12:59pm to 1:24pm (EST/New York)
- 7. New MR Turning Insight Into Action What is an insight? Spencer Murrell, Lextant, USA Part 3: Session 1, Convenor Andrew Jeavons, Chair Zoe Dowling, schedule = 12:59pm to 1:24pm (EST/New York)
- 8. New MR Turning Insight Into Action What is an insight? Emo/ons Spencer Murrell, Lextant, USA Part 3: Session 1, Convenor Andrew Jeavons, Chair Zoe Dowling, schedule = 12:59pm to 1:24pm (EST/New York)
- 9. New MR Turning Insight Into Action What is an insight? Benefits
- 10. New MR Turning Insight Into Action What is an insight? Features & Design a`ributes Spencer Murrell, Lextant, USA Part 3: Session 1, Convenor Andrew Jeavons, Chair Zoe Dowling, schedule = 12:59pm to 1:24pm (EST/New York)
- 11. New MR Turning Insight Into Action … builds alignment (shared vision among different groups) by crea/ng ins/tu/onal knowledge… … and then uses inspira/on to change the way different func/ons within a team work together. Key Benefits Spencer Murrell, Lextant, USA Part 3: Session 1, Convenor Andrew Jeavons, Chair Zoe Dowling, schedule = 12:59pm to 1:24pm (EST/New York)
- 12. New MR Turning Insight Into Action Spencer Murrell, Lextant, USA Part 3: Session 1, Convenor Andrew Jeavons, Chair Zoe Dowling, schedule = 12:59pm to 1:24pm (EST/New York)
- 13. New MR Turning Insight Into Action Example: Carrier A`ributes Spencer Murrell, Lextant, USA Part 3: Session 1, Convenor Andrew Jeavons, Chair Zoe Dowling, schedule = 12:59pm to 1:24pm (EST/New York)
- 14. New MR Turning Insight Into Action Spencer Murrell, Lextant, USA Part 3: Session 1, Convenor Andrew Jeavons, Chair Zoe Dowling, schedule = 12:59pm to 1:24pm (EST/New York) Example: Carrier A`ributes
- 15. New MR Turning Insight Into Action Spencer Murrell, Lextant, USA Part 3: Session 1, Convenor Andrew Jeavons, Chair Zoe Dowling, schedule = 12:59pm to 1:24pm (EST/New York) Example: Carrier A`ributes
- 16. New MR Turning Insight Into Action Spencer Murrell, Lextant, USA Part 3: Session 1, Convenor Andrew Jeavons, Chair Zoe Dowling, schedule = 12:59pm to 1:24pm (EST/New York) Example: Carrier A`ributes
- 17. New MR Turning Insight Into Action Spencer Murrell, Lextant, USA Part 3: Session 1, Convenor Andrew Jeavons, Chair Zoe Dowling, schedule = 12:59pm to 1:24pm (EST/New York) Example: Carrier A`ributes
- 18. New MR Turning Insight Into Action Spencer Murrell, Lextant, USA Part 3: Session 1, Convenor Andrew Jeavons, Chair Zoe Dowling, schedule = 12:59pm to 1:24pm (EST/New York) Example: Carrier A`ributes
- 19. New MR Turning Insight Into Action Spencer Murrell, Lextant, USA Part 3: Session 1, Convenor Andrew Jeavons, Chair Zoe Dowling, schedule = 12:59pm to 1:24pm (EST/New York) Example: Carrier A`ributes
- 20. New MR Turning Insight Into Action Spencer Murrell, Lextant, USA Part 3: Session 1, Convenor Andrew Jeavons, Chair Zoe Dowling, schedule = 12:59pm to 1:24pm (EST/New York) Example: Carrier A`ributes
- 21. New MR Turning Insight Into Action reliable rugged simple refined innovative bold fun trendy Spencer Murrell, Lextant, USA Part 3: Session 1, Convenor Andrew Jeavons, Chair Zoe Dowling, schedule = 12:59pm to 1:24pm (EST/New York) Example: Carrier A`ributes
- 22. New MR Turning Insight Into Action Principles Actionable Meaningful Aspirational Inspirational Spencer Murrell, Lextant, USA Part 3: Session 1, Convenor Andrew Jeavons, Chair Zoe Dowling, schedule = 12:59pm to 1:24pm (EST/New York)
- 23. New MR Turning Insight Into Action Ac/onable = Simple, Concrete, Sensory, Cogni/ve Spencer Murrell, Lextant, USA Part 3: Session 1, Convenor Andrew Jeavons, Chair Zoe Dowling, schedule = 12:59pm to 1:24pm (EST/New York)
- 24. New MR Turning Insight Into Action Meaningful = Directly /ed to the data
- 25. New MR Turning Insight Into Action Aspira/onal = Describes the future; an ideal experience Spencer Murrell, Lextant, USA Part 3: Session 1, Convenor Andrew Jeavons, Chair Zoe Dowling, schedule = 12:59pm to 1:24pm (EST/New York)
- 26. New MR Turning Insight Into Action Inspira/onal = Is descrip/ve not prescrip/ve Multi-functionalinterfacesupports businessandentertainment Accommodating Largescreen Classiclook Established Traditionalmaterials Traditional,durable materials Established,worldly Fullkeypad Foraccurateinput Established,worldly Simpleinteraction Built-inbluetooth headsetorsimplified interface Accommodating; worldly Roundcorners Comfortabletohold Accommodating Touchscreen Accommodating AT&T style chrome established,wordly,accomodating classic comfortable Non-slipgrip Softgrip Accommodating;worldly Chrome&steel Weightsignalsstrongand sturdyconstruction Established silver goldblack Preciousdetails luxurymaterials Established;worldly Spencer Murrell, Lextant, USA Part 3: Session 1, Convenor Andrew Jeavons, Chair Zoe Dowling, schedule = 12:59pm to 1:24pm (EST/New York)
- 27. New MR Turning Insight Into Action Example: What is an ideal rugged cell phone? Spencer Murrell, Lextant, USA Part 3: Session 1, Convenor Andrew Jeavons, Chair Zoe Dowling, schedule = 12:59pm to 1:24pm (EST/New York)
- 28. New MR Turning Insight Into Action Spencer Murrell, Lextant, USA Part 3: Session 1, Convenor Andrew Jeavons, Chair Zoe Dowling, schedule = 12:59pm to 1:24pm (EST/New York)
- 29. New MR Turning Insight Into Action 32% drop p 34% modern 24% stylish 98% waterproof 54% portable 62% protected Spencer Murrell, Lextant, USA Part 3: Session 1, Convenor Andrew Jeavons, Chair Zoe Dowling, schedule = 12:59pm to 1:24pm (EST/New York) Example: What is an ideal rugged cell phone?
- 30. New MR Turning Insight Into Action 32% drop p Spencer Murrell, Lextant, USA Part 3: Session 1, Convenor Andrew Jeavons, Chair Zoe Dowling, schedule = 12:59pm to 1:24pm (EST/New York) Example: What is an ideal rugged cell phone?
- 31. New MR Turning Insight Into Action Spencer Murrell, Lextant, USA Part 3: Session 1, Convenor Andrew Jeavons, Chair Zoe Dowling, schedule = 12:59pm to 1:24pm (EST/New York) Example: What is an ideal rugged cell phone?
- 32. New MR Turning Insight Into Action industrial RUGGED STYLE Spencer Murrell, Lextant, USA Part 3: Session 1, Convenor Andrew Jeavons, Chair Zoe Dowling, schedule = 12:59pm to 1:24pm (EST/New York) Example: What is an ideal rugged cell phone?
- 33. New MR Turning Insight Into Action athletic RUGGED stylehigh tech RUGGED style Spencer Murrell, Lextant, USA Part 3: Session 1, Convenor Andrew Jeavons, Chair Zoe Dowling, schedule = 12:59pm to 1:24pm (EST/New York) Example: What is an ideal rugged cell phone?
- 34. New MR Turning Insight Into Action athletic RUGGED style Spencer Murrell, Lextant, USA Part 3: Session 1, Convenor Andrew Jeavons, Chair Zoe Dowling, schedule = 12:59pm to 1:24pm (EST/New York) Example: What is an ideal rugged cell phone?
- 35. New MR Turning Insight Into Action feminine RUGGED style Spencer Murrell, Lextant, USA Part 3: Session 1, Convenor Andrew Jeavons, Chair Zoe Dowling, schedule = 12:59pm to 1:24pm (EST/New York) Example: What is an ideal rugged cell phone?
- 36. New MR Turning Insight Into Action Review Actionable Meaningful Aspirational Inspirational sensory, concrete tied to the data Descriptive not prescriptive represents the future
- 37. New MR Turning Insight Into Action References: Spencer Murrell, Lextant, USA Part 3: Session 1, Convenor Andrew Jeavons, Chair Zoe Dowling, schedule = 12:59pm to 1:24pm (EST/New York) Simple principles to make your information more memorable The art of inspiring creative teams and focusing their creativity You can’t predict the future but you can anticipate possible futures Tufte, the dean of info graphics, strips information down to its essence
- 38. Q&A Spencer Murrell and Zoe Dowling Spencer Murrell, Lextant, USA Part 3: Session 1, Convenor Andrew Jeavons, Chair Zoe Dowling, schedule = 12:59pm to 1:24pm (EST/New York)
- 39. New MR Turning Insight Into Action Spencer Murrell smurrell@lextant.com