research process for home insurance
TRANSCRIPT
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RESEARCH TOOLSfor work group
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3 5 - 4 5 M a l e
3 5 - 4 2 F e m a l e
D a t a t a k e n f r o m t h r o u g h q u o t e s
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27%52%
21%
201318%
Dublin is25%
R E G I O N o f s a l e s * f i n d p o p u l a t i o n s t a t s
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They sti l l enjoy a good
party,just not in
their house!
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They no longer desire
to share
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Detached housing
42.4
Semi-Detache
d
27.7
Terrace
17.1
Purpose built flats/apartment
s
9
Flat or apartment
in converted
house
1.7
Bed Sit
0.3
What the 2011 Census Tells Us – Housing Type
With the changing nature of housing, Insurence companys may need to fight to better service the Renter market by developing inovatie
products and marketing campsigns.
Flats and apartments
increased 27% since 20062011 Census
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SOCIALCLASS of sales
HighCLASS 45%
LowCLASS 55%
Red C report
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They are f irst t ime buyers
who are starting toPut their
mark on the premises.
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They are taking relationships
seriously
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If they have a partner, they
may be marriedAnd have kids.
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They want a safe castle,
And that includes it being
insured.
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They may have had an
experience with a car insurance policy that was
cheap and unforgiving
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A percentage of the market may not
be buying on price but rather
service and support in mind.
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CustomerCurve
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While insurers were maintaining their product centricity, consumers changed in other ways. Consumers were more or less a uniform group 20 years ago, with price sensitivity versus service
orientation lying on a Gaussian curve.
Today this bell curve has completely flipped, leaving a market with significant populations of consumers at both ends of the commodity pricing versus premium quality spectrum. As a result,
the classic mass market is diminished although still pursued
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H o m e i n s u r a n c e n e e d s t o i n n o v a t e
o n p r e m i u m q u a l i t y r a t h e r t h a n p r i c e a s
t h e i r c u s t o m e r s r e c e i v e t h i s l e v e l
f r o m a l l t h e i r o t h e r p r o d u c t s a n d
s e r v i c e s .
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Research Methods
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IDEO Method Card ~AskU9718024 陳俋伶
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Cultural ProbesHOW: Assemble a camera journal kit
(camera, film, notebook, instructions)
and distribute it to participants within one or across many cultures.
WHY:To collect and evaluateperceptions and behaviors within
or across cultures.
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Comparing the ways
different cultures care
for their teeth helped
expose important similarities and differences
to the IDEO team.
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Unfocused GroupHOW: Assemble a diverse group of individuals in
a workshop to use a stimulating range of materialsand create things that are relevant to your project.
WHY: Encourages rich, creative, anddivergent contributions from potential users, releases
“inhibitions, and opensup new thinking.
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An IDEO team invited a foot-fetishist,an artist, a body-worker, atrist and others to work togetherto explore and build concepts for anew range of fashion sandals.
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Word-Concept Association
HOW: Ask people to associate descriptive words with different design
concepts or features in order to show
how they perceive and value the issues.
WHY:Clustering users' perceptions
helps to evaluate and prioritize design
features and concepts.
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Developing the design of a new container, word-concept association studies helped the IDEO team to understand how different forms convey different meanings to users.
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Camera Journal
HOW: Ask potential users to keep a written and visual diary of their impressions, circumstances,
and activities related to
the product.
WHY: This rich self-conducted notation technique is useful for prompting users
to reveal points of view and patterns of behavior.
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The IDEO team designinga travel system distributedcamera journals to familiestaking car trips to capture map reading and other car travel.
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Collage
HOW: Ask participants to build.collage from a provided collection of mages. and to
explain the significance of the mages andarrangements they choose.
WHY:This illustrates participants’ understanding and perceptions of issues and helps them verbalize
complex or unimagined themes.
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Participants were asked to create
a collage around the theme of
sustainability to help the IDEO
team understand how new technologies might be appliedto bettersupport people’s perceptions.
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Card SortHOW: On separate cards, name possiblefeatures, functions, or design attributes.
Ask people to organize the cards spatially, inways that make sense to them.
WHY: This helps to expose people's mentalmodels of a device or system.
Their organization reveals expectations and priorities about the intended functions.
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In a project to design a new
digital phone service, a card
-sorting exercise enable potential
users to influence the final menu
structure and naming.
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Cognitive Maps
HOW.:ask participants to map anexisting or virtual space and show
how they navigate itWHY: This s a useful way to discoverthe significant elements, pathways.
and other special behavior associatedwith a real or virtual environment.
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Mapping how they occupy or
through different zones of the
city ,the IDEO team asked bike
messengers to indicate where
water oases are located and how
they reach them.
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Five Whys?
HOW: Ask 'Why?" questions in
response to five consecutive answers.
WHY: This exercise forces people to
examine and express the underlying
reasons for their behavior and attitude
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Five whys was used when
interviewing dieting women
around the US to understand
their attitudes and behaviors
around weight loss.
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Foreign Correspondents
HOW: Request input from coworkersand contacts in other countries and
conduct across·cultural study to derivebasic international design principle.
WHY: This is a good way to illustratethe varied cultural and environmentalcontexts in which products are used.
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Compiling a global survey about
personal privacy , IDEO correspondents from around the world
contributed images and anecdotes
from own lives.
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Narration
HOW: As they perform a processor execute a specific task, ask participantsto describe aloud what they are thinking.
WHY: This is a useful way to reachusers' motivations, concerns, perceptions,
and reasoning.
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In order to understand how food is
incorporated into people’s daily
routines, the IDEO team asked
people to describe what they were
thinking while eating.
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Extreme User InterviewsHOW: Identify individuals why are extremely
familiar or completely unfamiliar with the
product and ask them to evaluate their experience using it.
WHY: These individuals are often able tohighlight key issues of the design problem
and provide insights for design improvements.
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By understanding the role and
mindset of the youngest family
member, the IDEO team uncovered
new product design opportunities for
household cleaning.
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Conceptual Landscape
HOW: Diagram, sketch, or map the
aspects of abstract social and behavioral
constructs or phenomena.
WHY: This is a helpful way to understand
people's mental models of the issues related
to the design problem.
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Designing an online university,
the IDEO team illustrate the
different motivations , activities,
and values that people to go back
to school.
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Draw the Experience
HOW: Ask participants to visualize anexperience through drawings and diagrams.
WHY:This can be a good way todebunk assumptions and reveal howpeople conceive of and order their
experiences or activities.
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By asking people to draw your
money the IDEO team designing
an online bank was able to discern
people ‘s attitudes towards their
finances
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Surveys & Questionnaires
HOW: Ask a series of targetedquestions in order to ascertainparticular characteristics and
perceptions of users.WHY: This is a quick way to elicitanswers from a large number of
people.
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Developing a new gift-wrap packaging conceptthe IDEO team conductedweb-based surveys to collect consumer perspectives from many people around the world.