psychology mis-focus (zarla ludin)
TRANSCRIPT
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2014 Psychology Mis-focusZarla LudinDirector of InsightsMotivate Design
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Our work allows other work
to get done.
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So what’d you learn?
DescriptionSome people smoke, but don’t want to.
InterpretationSmoking can be social.
ImplicationReplacements for smoking.
StrategyHelp people quit smoking.
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BE A RESEARCH NERDSNOB
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We have to consider the thoughts
and ideas of others.
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OUR INDUSTRY LOVESBUZZWORDS
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Why are buzzwords an issue?
KnowledgeWhat if we don’t know?
SkillWhat if opinion is misguided?
AttitudeWhat if it stops us?
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Psychology is greatbut it may be only one
lens to our learning.
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I smoke. EconomicsReturns for smoking.
PsychologyTriggers to smoke.
SociologySmoking as a vice.
AnthropologyConditions for smoking.
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$£¥ €
Time
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Big topicscan’t be considered
with just psychology.
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MOTIVATION & SELF-CONTROL & WEIGHTMGMT
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Define this product.
FormAn app.
FunctionalityCounts calories.
TargetPeople who use smartphones for life goals.
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We have to showthe value of a holistic
approach.
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DO SOME SECONDARY RESEARCH
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Epidemiologyobserve risk factors
and patterns.
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Biologyask about
family history.
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Sociologylearn about how
they use resources.
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Source for all images: http://nos.twnsnd.co
So what’d we learn?
DescriptionWeight management is difficult.
InterpretationCounting calories is too rational.
ImplicationApp is good for the company, not the customer.
StrategyTarget the most needy, not the most receptive.
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EVIL: WHEN IT’S THE ONLY THING WE EXPLORE