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Connecting Research and Design
ICSID 2007 CONNECTING
>Marty Gage >Spencer Murrell
Lextant
Fitch
Sonic Rim
tattletale
Rocket Surgery
Lextant
Index
Richardson/Smith
Fitch
tattletale
Rocket Surgery
Lextant
Marty
Spencer
c1989
Everyone knows it’s good for you,
“Research is like jogging.
But no one wants to do it.”
“it”“it”
“It looks like something that you would see in a prison.”
Design is problem solving.
Research is problem seeking.
Design a stove for “people that like to cook.”
Design is problem solving.
Research is problem seeking.
QuickTime™ and a decompressor
are needed to see this picture.
Design is problem solving.
Research is problem seeking;
Tailfins!
R D E
R D E
R EPD
R D EPDPD
PD
PD
PD
EDR
EDRInnovation
Plan it Do it Understand it
Determine questions Select methods Recruit people Collect data Analyze data Synthesize data
R
What are the
Plan it:
important questions?
Context gives you deeper insight.
PRO
ROOKIE
Groups are OK. It depends what you do there.
Ethnography is a tool like CAD.
What’s the best way to
Plan it:
collect the data?
What you do
Where you do it.
Who should we talk to?
Plan it:
Use existing
segmentation.
How do we find them?
Do it:
Talk to strangersPay them well.Budget for this.
How do we find them?
Do it:
Hire a professional
Budget for thistoo.
How do we find them?
Do it:
The audition.We are constantly improving this.
Collect the data
Do it:
Warm them up.
Collect the data
Do it:
Be consistent
Understand it:
Identify patterns.
Combine patterns
to answer key questions
Plan it Do it Understand it
Determine questions Select methods Recruit people Collect data Analyze data Synthesize data
Agree on the questions
Make a plan
Identify the people
Find the right people,
Collect the data
Identify patterns
Create insights
Answer the question(s)
R
10Research principles
Agree on the questions.
#1.
Consensusstarts here
4 group interviews / 150 minutes each
Part 3 (65 min)Attributes collage
To
ols
Act
ivit
ies
Fin
din
gs/
go
als
Part 1 (9 min)Introduction
Part 2 (76 min)Personality collage
Ensure participant is comfortable with interview structure and ground rulesEstablish rapport with participant
Identify what each company stands for and doesn’t stand for.
Identify group similarities or divergences
Understand how each personality of the company looks and feels like as a phone.Identify style, materials, color and form characteristics
Have a plan.
#2.
Repeat it. Individual collage of each carrierPresent and summarize collageGroup summary of each carrier
Based on summary or each company’s personality, create an attribute collage of each company’s phone using words, images and objects.Present and summarize collageGroup summary of each carrier
Moderator introductionFamiliarize participants with goals, agenda, and rulesParticipant introductionIdentify current carrier
It’s always about#3.
the experience
It’s not just
about the thing.
Aspirations reveal
opportunities.
#4.
Current and ideal
experiences.
Who is providing your inspiration?
Find the right people.
#5.
Enthusiasts
have more opinions.
Be stupid.
#6.
Why did you pick this
to represent waterproof?
Why did you pick this
to represent waterproof?
I don’t know. It just looks
waterproof to me.
I don’t know. It just looks
waterproof to me.
It’s the way the black part wraps over the red part.
It’s the way the black part wraps over the red part.
It makes it look sealed up.
It makes it look sealed up.
Yes.Yes.
Ask questions like afive year old.
What about itlooks
waterproof?
What about itlooks
waterproof?
What about that?
What about that?
Waterproof things
look sealed up?
Waterproof things
look sealed up?Remember you’re looking for the problem - not the solution
Build consensus.
Prove it. #7.
DROP PROOF
47%
MODERN
PROTECTED
PORTABLE
WATERPROOF
STYLISH
12%
22%
17%
15%
63%
48%
Plan on counting it.
athletic
colorful
Make it visual.
#8.
“I felt way in over my head, they were saying RAM, and I thought shit! I am out of my league.”
Susan Geraghty, San Francisco
Bring the consumers
to life.
#9.
Build credibility
QuickTime™ and a decompressor
are needed to see this picture.
Bring the consumers
to life.
#9.
Build credibility
#10. Translate it:
Own and understand
the problem
Innovation is about solving the right
problem.
Innovation requires the understanding that problem seeking & problem solving are different activities
with discrete steps.
Innovation results when all functions in the organization own the problem.
Thank you.
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