bringing research to life through collaborative, engaging and inspiring workshops
Post on 29-Jun-2015
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Bringing Research to
LIFE Through Collaborative,
Engaging, and Inspiring
Workshops
Jason Kramer, Managing Director, Vital Findings
Katy Mogal, Sr. Manager, Consumer Insights/
Innovation Lead, Logitech
JASON KRAMER MARY RUBIN
KRISTA HOLT
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KATY MOGAL
Established Oct. 1981
Revenue 2.36 Billion (2011)
Senior Manager, Consumer Insights; Innovation and new Products Lead
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What are the obstacles to getting non-researchers to pay attention to research reports and take action?
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“Breaking through the research clutter is the key obstacle. Findings should be presented to stakeholders in their own language, on their level. Taking the next step and offering clear recommendations and generating potential solutions makes the research stand out.”
REPLACE PICKLE WITH OUR VF CARTOON
Why?
PowerPoint Reports don’t leverage
Cognitive Learning principles.
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Workshops can unlock the highest level of learning
Workshop
Management Summary
Detailed Report
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NEW ICON WITH BUBBLES ONLY
3 Synthesize
2 Analyze
1 Read
Synthesize
Photo Courtesy of Elsa Mora on flickr
1. 2.
3. 4.
NEW SLIDE
Before research begins
Between research phases
Turning research into action
Turning research into action in 1 hour
Workshops can be effective throughout a project lifecycle
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Before research begins:
IMMERSION
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Mobile Phone Purchase Process: Walk in the Customer’s Shoes
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Identify Themes & Build on Ideas with Post-Its
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Develop Hypotheses for Discussion Guide
Between research phases: KNOWLEDGE TRANSFER & SYNTHESIS
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Co-Creation Workshop
Ideation Session
Creation Session
Introductory Discussion
Concept Prioritization
This idea was for a modified net-book phone that brought all the phone capabilities to a larger form factor.
This idea was for a voice-activated phone where all features were enabled through voice commands.
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After research is complete: Turning research into action
METHODOLOGY
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Sometimes music is the destination; other times it’s a means to an end.
Sometimes music is peripheral to an occasion, and sometimes it’s at the center. The degree of centrality of music to the occasion determines how users want to engage.
“If friends put on music and then we get involved in conversation or we get lost in talking to each other, the music kind of fades away…it’s not central …it’s peripheral.”
- James, UK
“While I'm at work, music is the background but in the morning it's definitely more focused, because I'm practicing, I'm trying to listen to the sound.”
-Eric R., US
Central Peripheral
Low immersion
Lower interaction and engagement
More focus on whatever else is central to the experience
Potentially more desire for a hands-off experience
Deeper immersion
More interaction and engagement
More focus on music as the experience
Potentially more desire for
control over the experience
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PERSONAS
BRINGING IT TO LIFE
Come up with a music occasion for your persona where music is central,
and one where the music is peripheral.
Describe the occasions. Who’s participating? What music are they listening to? Where? What role is music playing in the occasion?
What music device is being used?
CONNECTING IT TO PRODUCTS
Which of our roadmap products is going to be most interesting to your persona, and why?
Write 2-3 bullet points that would be the most effective way to "Pitch this product" directly to your persona. What benefits will be motivating for him or her?
Imagine they have purchased the product and used it for a few weeks » How would they describe it to a friend? (Refer to the "my devices" section as
inspiration for their voice, their description of usage occasions, etc.) » What features (of a current product, or potential features for a future product) could
you remove or leave out for this person? Why?
This all sounds great…
So how do you start?
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Workshops create tangible action items by melding research insight with marketing, communications,
and product development.
1 HOUR is all you need!
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Final Report
20 Findings
5 Key Findings
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THINK BIG
VitalFindings.com
Start Small,
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