Vital Findings presented at The Market Research Event 2012 along with Logitech, using insights workshops to turn research into action. Download the whitepaper here: http://vitalfindings.com/images/TMRE_WhitepPaper.pdf Download DIY Insights Workshop Card here:http://vitalfindings.com/images/DIYWorkshopInsightsCard.pdf Presented by Jason Kramer, Managing Director of Vital Findings and Katy Mogal, Sr. Manager, Consumer Insights/Innovation Lead of Logitech

1. 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

2. JASON KRAMER
MARY RUBIN
KRISTA HOLT
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3. KATY MOGAL
Senior Manager, Consumer Insights;
Innovation and new Products Lead
Established Oct. 1981
Revenue 2.36 Billion (2011)
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4. What are the
obstacles
to getting non-researchers to pay attention
to research reports and take action?
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5. “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.”
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6. Why?
PowerPoint Reports
don’t leverage
Cognitive Learning
principles.
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7. 3
Synthesize
Workshop
Workshops can unlock the
highest level of learning
2
Analyze
Management Summary
1
Read
Detailed Report
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Photo Courtesy of Elsa Mora on flickr

8. Workshops can be effective
throughout a project lifecycle
2.
4.
1.
3.
Before research Between Turning research Turning research
begins
research phases
into action
into action in 1 hour

9. Before research begins:
IMMERSION
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10. Vital Findings | Logitech | 10

11. Mobile Phone Purchase Process:
Walk in the Customer’s Shoes
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11

12. Identify Themes & Build on Ideas with Post-Its
12

13. Develop Hypotheses for
Discussion Guide
13

14. Between research phases:
KNOWLEDGE TRANSFER & SYNTHESIS
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17. Co-Creation Workshop
Introductory Ideation Creation
Concept
Discussion
Session
Session
Prioritization
17

18. This idea was for a modified net-book phone that
brought all the phone capabilities to a larger form factor.

19. This idea was for a voice-activated phone where all
features were enabled through voice commands.

20. After research is complete:
Turning research into action
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22. METHODOLOGY
22

24. 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.
Peripheral
Central
Low immersion
Deeper immersion
Lower interaction and engagement
More interaction and engagement
More focus on whatever else
More focus on music
is central to the experience
as the experience
Potentially more desire for a
Potentially more desire for
hands-off experience
control over the experience
“If friends put on music and then we get involved in conversation or “While I'm at work, music is the background but in the morning it's
we get lost in talking to each other, the music definitely more focused, because I'm practicing, I'm
kind of fades away…it’s not central …it’s peripheral.”
trying to listen to the sound.”
- James, UK
-Eric R., US
24

25. PERSONAS
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26. Come up with a music occasion for
your persona where music is central,
and one where the music is peripheral.
BRINGING IT TO LIFE
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?

27. 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?

28. This all sounds great…
So how do you start?
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29. 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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31. Final
Report
20
Findings
5
Key Findings

32. K
Small,
IN
Start
T H
IG
ing s.com
Vi talFind
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