How to research (curiously) v2

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Wednesday, February 20, 2013 1

CURIOSITY = SEARCH

cu·ri·os·i·ty (n) : Interest leading to inquiry


SEARCH = RESEARCH

re·search (n): investigation or experimentation aimed at the discovery and interpretation of facts,


TWO TYPES


TWO TYPES I N R EALITY


Today....how to search (curiously).


1. Wandering


Aimless wandering is not useless


B E I DLE

Because the idle mind is still working


B E I DLE

“Raichle suspects that during these moments of errant thought, the
brain is forming a set of mental rules about our world, particularly
our social world, that help us navigate human interactions and
quickly make sense of and react to information”


B E I DLE


PLANNED “BLANK”


SO...

Let yourself zone out Observe and then relax
when you think

Ultimately, you’ll develop some hypotheses


Purposeful wandering isn’t bad either


G E T I N C U R I O U S S I T U AT I O N S


G E T I N C U R I O U S S I T U AT I O N S

Start saying yes more

Embrace conﬂict

Create an inciting incident


2. Planned Observation


W H Y O B S E R V AT I O N ?


P EO P LE WO N’T TE LL YO U TH E AN SWE R


P EO P LE WO N’T CAN’T TE LL YO U TH E AN SWE R


D ETO U R: H OW TH E B R AI N WO R KS


SYSTE M 1 VS. SYSTE M 2


ACTION COM ES B E FOR E THOUG HT


H E R D M E N TA L I T Y


THE CONSEQUENCES

We post rationalize why we do things.

Gut reaction and heuristics - engines of the sub-conscious -
drive a lot of what we do.

What we do has a lot to do with what other people are doing


So how do we overcome this?


D O N ’ T A LW AY S TA L K - F I R S T S I T A N D W AT C H


B E A N A N T H R O P O LO G I S T


O B S E R V E S TAT U S


R I T U A LS O R R I T E S O F PA S S A G E


A C C U LT U R AT I O N


S E M I OTI CS


H O U S E H O L D O R G A N I Z AT I O N


G E N DE R ROLES


THE “TERRAIN”


O N L I N E A N T H R O P O LO GY


R E M E M B E R : T H E C L O U D S D O N ’ T A LW AY S P A R T

Think small


I T S O K T O N O T S AY “ A H A ”

Observing can...

• Tell you about how your brand could better integrate into that
group

• Tell you that your product isn’t good enough and that you
need to make some changes


What do you when observation is not enough?


3. Do


M ETHOD ACTI NG

Immerse yourself in your category


METHOD TECHNIQUES

Sensory memory exercises
• Method actors learn to use sense memory to recall emotional
experiences from their past. Instead of trying to remember or force an
emotion, the actor tries to re-create with his senses the circumstances
surrounding the experience.

Live their life, read what they read, dress the way they do, take
their challenges


TH E GOAL


So what happens when you actually have to talk to people?


4. Ask + Project


Y O U O F T E N C A N ’ T A S K D I R E C T LY

“Kahneman says that people are remarkably adept at coming
up with answers to all kinds of questions without knowing how
or why (surveys researchers beware!). His explanation for a lot
of this is the idea of substitution. That is, people answer an
easier but wrong question rather than the difﬁcult one they
were asked.”


TH E PROB LE M: B IASES

Irrational escalation – the phenomenon where Clustering illusion – the tendency to Conjunction fallacy – the tendency
people justify increased investment in a under-expect runs, streaks or to assume that specific conditions
decision, based on the cumulative prior clusters in small samples of random are more probable than general
investment data ones

Anchoring – the tendency to rely too Availability heuristic – the tendency to
heavily, or "anchor," on a past overestimate the likelihood of events Contrast effect – the enhancement
with greater "availability" in memory, Confirmation bias – the tendency to
reference or on one trait or piece of or diminishing of a weight or other
which can be influenced by how recent search for or interpret information in
information when making decisions measurement when compared with a
the memories are, or how unusual or a way that confirms one's
(also called "insufficient adjustment") recently observed contrasting object
emotionally charged they may be preconceptions.

Attentional bias – the tendency of
emotionally dominant stimuli in Information bias– the
Loss aversion – "the Unit bias – the tendency to want to finish
one's environment to tendency to seek information
disutility of giving up an a given unit of a task or an item. Strong
preferentially draw and hold even when it cannot affect
object is greater than the effects on the consumption of food in
attention and to neglect relevant action.[39]
utility associated with particular
data when making judgments of acquiring it"
a correlation or association.

Conservatism or regressive bias –
Ambiguity effect – the Pseudocertainty effect – the tendency tendency to underestimate high Well travelled road effect –
tendency to avoid options for to make risk-averse choices if the values and high likelihoods/ underestimation of the duration
which missing information expected outcome is positive, but probabilities/frequencies and taken to traverse oft-traveled routes
makes the probability seem make risk-seeking choices to avoid overestimate low ones. Based on and overestimation of the duration
"unknown." negative outcomes the observed evidence, estimates taken to traverse less familiar routes.
are not extreme enough


S O M E S O LUTI O N S

Projection vs. direct questioning



Stories vs. Q&A



Interviewing their friends vs. interviewing them



Imagery vs. words



Account for group effects


So....


A F EW F I NAL TH O U G HTS

All that glitters is not gold

Be distant or be all in

Account for human irrationality


Thank You

@marklewis_sf
@planningness


How to research (curiously) v2

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How to research (curiously) v2