1. Cultural probing a playful and innovative way of carrying
outqualitative researchAnnette Bhmer, Senior Insights &
Ideation Manager, Berlin, April 2013.
2. Deutsche Telekom Telekom Innovation Laboratories Creation
CenterMe
3. Creation Center:A pla&orm for crea-ng ideas based on
human needs. 3
4. Creation Center motto:Seeing what everyone else has seen,
but thinking what no one has thought!!
5. Process step 1: Research Its all about getting inspired.
Every Crea-on Center process starts with observing the everyday
life of people. Based on what we see in the research, we iden-fy
opportuni-es. 5
6. Therefore we give out homework. These cultural probes unveil
details of peoples daily life secrets, hidden needs, wishes,
frustra-ons 6
7. What are cultural probes? Hand-made self observa-on kits
that help to collect samples from peoples lifes. Origin: Bill
Gaver, Tony Dunne, Elena Pacen- introduced this technique in 1999
in the magazine Interac-ons. Deni+on: Cultural probes are samples
from other peoples daily lifes vivid, hap-c, colourful, playful,
individual and surprising. To get them, the researcher has to
create liRle packages , self-observa-on kits. 7
8. Working with cultural probes: We are inspiring our
par-cipants to inspire us. 8
9. Advantages of cultural probes: Cultural probes are authen-c,
tangible and s-cky. Advantages: Authen-c and tangible results Cost
& -me ecient compared to home visits Low inuence of researcher
High involvement of par-cipant Triggers crea-vity of people to come
up with their own ideas We are close to people without being there,
even in moments when people want to be leX alone Helps to iden-fy
most interes-ng par-cipants for further ethnographic 9deep-dive or
co-crea-on workshop
10. Downsides of cultural probes: Cultural probes are quite -me
consuming, you have to be crea-ve! Downsides Requires prepara-on
-me Needs graphic skills Might overstrain normal people 10
11. Creating cultural probes: Invest as much eort as you want
the par-cipants to invest. Rules: The more eort you put into
crea-ng the self observa-on kits, the more inspira-on you will get
Find a playful and unique layout Speak an easy to understand
language Use high quality material, pens, s-ckers, etc Guiding
Principle: Focus the topic but leave space for surprises!
Recommended: Make a pretest 11 Explain the probes face-to-face
12. Types of cultural probes: Find the right probe-type to
record the most interes-ng events. Types of cultural probes:
diaries collec-on bags/ jars photo/ video tasks maps tagging of
objects love-/ hateleRers issue cards screenshots 12
13. Example 1: Maps. How can we enhance community interac-on on
mobile phones? 13
14. Example 2: Spontaneous videos. A strong research provides
us with personal, spicy, in-mate and undigested stories. We sent
tasks by text message for spontaneous reac-ons. 14
15. Example 3: Video tasks. It provides a universal language
that is understandable for all involved in the project. 15
16. Example 4: Collection jars. Finds from people tell you
stories. 16
17. Example 4: Letters. Let people write leRers they contain
their desires, honest opinions. 17
18. Return of Cultural Probes: Use the cultural probes as
inspira-on for an idea-on workshop. Co-Crea+on: Get the probes back
several days before the scheduled workshop Invite the most
interes-ng persons Let the par-cipants present their probes Extract
interes-ng insights together Co-create solu-ons Have fun! 18
19. Presentation of Cultural Probes: Let the par-cipants
present their probes. Presenta+on Challenge: Select the most
interes-ng probes for the presenta-on All selected probes should
get an addi-onal reward Bonus reward if someone delivers a very
interes-ng insight Have fun!
20. Rewarding of Cultural Probes: Transparent rewarding system
helps to enhance the quality of probes. Par+cipants get inven+ve
depending on the quality of their probe: Put price tags on every
probe Give an example of a probe that was returned by somebody else
Make transparent that only complete probes will be rewarded Pay
10-15 per hour 20
21. More info about the Creation Center Visit our homepage:
www.crea-on-center.de Check out our book: www.unternehmen-idee.de
Like us on facebook: facebook/crea-oncenter Thank
You!Annette.Boehmer@ telekom.de 21