Putting Qualitative Fieldwork Into Practice
One of the chief complaints researchers hear, qualitative researchers in particular, is that people don’t know what to do with the findings once they have them. Yes, they’re interesting, yes they’re inspiring. But application can be daunting. The goal of this webinar is to provide an overview of how to put qualitative findings into practice. It will cover three categories: The four pillars of innovative thinking The 5 A model for making findings actionable An approach for assessing ideas and outcomes Gavin has over 19 years of product development, strategic planning, and consumer research experience, with 16+ years experience in digital research & planning. His expertise lies in uncovering insights for strategic cross-channel marketing and design applications. He has conducted research and strategic development projects for a broad range of clients including Bayer, Chrysler, Ford, Kellogg’s, American Century, Kashi, Gatorade, GSK, Kimberly-Clark, Edward Jones, SAP, Cars.com, MillerCoors Brewing, H&R Block, Hostess, Eli Lilly, Motorola and Sprint.
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Putting Qualitative Fieldwork Into Practice
- 1. AIPMM Webinar Series Putting Qualitative Fieldwork Into Practice
- 2. Gavin Johnston VP of Planning at Luckie & Company Our Speakers
- 3. An Analogy
- 4. • Ambiguity • Imagination • Risk Learn, explore, create
- 5. Qualitative Work vs. Quantitative Work Exploration, Learning, and finding Direction: • Hypothesis creation, not hypothesis testing • Patterns, practices, and innovation • Validity vs. Reliability
- 6. Qualitative Work vs. Quantitative Work
- 7. 7 in 10 people would rather be slapped than punched…
- 8. Qualitative Work vs. Quantitative Work "Smokers are 20% more likely to be in a car accident, therefore smoking causes car accidents.” Vs. “Smokers are involved in accidents 20% more often. Are there characteristics smokers share that we can test, such as whether they work the night shift, if they are younger, if they live in areas with higher levels of traffic congestion…”
- 10. The Four Pillars
- 11. Empathize Understanding = • Break down the context • Define emotional state • Define cultural patterns • Internalize the audience for whom you are designing
- 12. Define a POV Clarity and definition = • Define the variety of problems • Determine what you can address • Find common ground • Construct a point of view that is based on user needs and insights
- 13. Ideate Creativity = • Broad spectrum thinking • Think beyond what you make today • Define components of the problem you’re solving • Brainstorm and come up with creative solutions
- 14. Prototype Build It = • Be flexible • Build, break, learn • Get dirty • Representation of one or more of your ideas to show others
- 15. The “5 A” Model
- 16. Why Are We Doing It? 1. Primary business goal • Break down the components • Break down rationale 2. Primary audience goal • Break down the components • Break down rationale
- 17. Actors 1. Build the persona 2. Define influencers 3. Build their day 4. Define their goals
- 18. Attitudes 1.How do they think about the category? 2.What shapes their: •Beliefs •Practices •Interactions
- 19. Artifacts 1.What tools are they using? 2.How are they using them? 3.How do different people use them? 4.How are they modified?
- 20. Activities 1.What activities are going on when they use our product or service? 2.Define existing touch points 3.Define possible touch points
- 21. Atmosphere 1. What are the environments and context? • Sights • Smells • Actions 2. How do these shape behavior?
- 23. Uniqueness Is it Unique? Is it a unique or refreshing way of doing an old thing? Or is it simply a new approach to doing something old in a new way? Is incremental innovation or a true game- changer?
- 24. Feasibility Is it Feasible? No- not cheap, but can you afford to deliver the “new”? Be pragmatic , but be creative. Feasible isn’t cheap like a Snuggie or any As Seen On TV product. Feasible means you have the ability to finish what you started given your budget and constraints. Budget and constraints aren’t bad, they actually push you to being more creative in solving the problem or meeting the end-user opportunity.
- 25. Meaning Does it Create Meaning? Will it have purpose, resonate with your audience, end-user, or deliver a desired solution to an unmet need? It needs to do more than fulfill a simple function, it must inspire, delight, and fit into their world view.
- 26. Outcomes
- 27. Results
- 28. Results • Innovation • Increased performance • Increased loyalty • Increased profits • Category change = BRAND LOVE
- 29. Thank You.
- 30. Upcoming Webinars How to Build a Rocking Product Management LinkedIn Profile November 11, 2016 WWW.AIPMM.COM/AIPMM_WEBINARS AIPMM Webinar Series: http://aipmm.com/aipmm_webinars Topic Suggestions: support@aipmm.com Announcements: http://www.aipmm.com/subscribe LinkedIn: http://www.linkedin.com/company/aipmm Membership: http://www.aipmm.com/join.php Certification: http://aipmm.com/html/certification/