October 8 – 11 2013, London

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The original, premier event for the Mobile Marketing Research Industry

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Silent prototyping: going from analog to digital

Workshop proposal 2013

Page 1

WELCOME(10 mins)

(15 mins)

DESIGN THINKING IN A NUTSHELL

Welcome

Introduction of presenters and participants, followed by a short warm-up exercise.

DT in a nutshell

To kick off the session, we will do a brief review of the design thinking process, breezing through each step in 2-3 sentences.

Key steps of DT

We will use posters visualizing the key steps and messages of Design Thinking. Participants will explain one poster each (or in small teams) to the whole group.

Finding business

solutions

When was the last time you let your haptic (non-verbal) communication abilities lead the way to business solutions?

Leave the noise behind!

In today’s session we will temporarily leave the conference noise behind and design-think with our hands!

Thinking with your

hands

Prototyping can be called „thinking with your hands.“ Prototypes make ideas tangible. On the other hand, they are more than just models showing an idea and realising it.

Prototyping

Prototyping is about teamwork. By building prototypes together in a team, the team members learn a lot about their concept, its qualities and its bugs.

Team building

If we consider prototyping as a team process, we should be mindful about this process. This workshop is built around the team experience.

Page 2

One topic per team

After forming teams, the participants will choose one of 6 mobile research topics (in a fun way, possibly out of hat). This will be their topic for the prototyping exercise.

Generate solutions

After teams have a topic to brainstorm on, they will KLÄUL�[OL�RL`�\ZLY�problems. Then, the team chooses a problem to solve and generate as many solutions as possible.

No wrong ideas

Remember, during brain-storming, there are no wrong ideas. The focus here is on quantity rather than quality of ideas.

Positively surprise

yourself!

Once we get started, teams should work fast and intuitively. No thinking allowed! Consider that you are working as a team, and accept that whatever comes to your mind may be useful for the group.

Prototyping

The design challenge for the teams is to collaboratively construct a 3D Model with the objects from the toolbox and the shared workstation.

CHOOSE A TOPIC & BRAINSTORM(30 mins)

PROTOTYPING 1 - BUILD(15 mins)

Ready, set, prototype!

In total silence, using the one-off PBI MR tactile toolbox, teams will create an analog prototype.Teams will have 15 minutes to complete the construction.

Mobile Research Topics

�Beyond Surveys: The evolution ofmobile research methodologies �The business of mobile MR: keyinvestment areas, strategies & business drivers & �Recruitment, Panel managementData: protection, sourcing, collection, validation and analysis �Mobile technologies: futuredevelopments & their impact on MR �Leveraging mobile qualitativeresearch for brand management and measurement �Consumer engagement inmulti-channel environments

No more talking!

After the brainstorm session, we will move to the prototyping stage.

From this point on there will be no more talking!

Page 3

Present your work

Now each team will discuss their prototype - for this silence will be broken. After that, one person from the team will present the outcome from the discussion to the whole group.

Step 1: What do you see?

Team members share what they see with each other. Pay attention to any potential interpretation (which we don‘t want yet). Here, we only share what JHU�IL�JVUÄYTLK�objectively. For instance „I see matches placed in a triangular position.“

Step 2: What does it

mean?

Now, team members share within their teams what they think the model means to them. For instance, „The expanding composition means mobile technologies are developing at a rapid speed.“

Step 3: Title your work!

Team members will create a title for the piece that captures the essence of their prototype, for instance: „The magic mobile research tool.” Now, one person from the team will present the outcome to the whole group.

Choose one aspect

Each team will then choose one key aspect of the prototype and ideate a ÄUHS�KPNP[HS�ZVS\[PVU�I`�performing a short scenario skit.

Team present skits

The teams will have 2 minutes to present their skits to the group, telling the story of their future MR solution. This becomes a M\U�^H`�[V�ZOHYL�[OL�ÄUHS�outcome to the group in a different format.

The amazing MR award

After each performance, the group will do a quick round of feedback for each team and select the winner of the MR award.

Creating the skit

To aid participants in selcting a key aspect and creating a skit, they will receive prepared tools Z\JO�HZ�H�ÄSTZ[YPW�ZOLL[�with main characters and possible soundtracks for their skit.

(15 mins)

PROTOTYPING WRAP-UP

PROTOTYPING 2 - SKIT (20 mins)

Page 4

Share the experience

At the end of the exercise, all teams will debrief together: How did you experience the silent team work? All teams gather at the front of the space for this. Facilitators should capture key points from this discussion on a big WPLJL�VM�WHWLY�VY�ÅPWJOHY[�

Share observations and

feelings

Share observations and feelings about thinking with your hands in a team, about the team‘s process, about understanding the other team members activities and behaviours and about decision-making during the team process.

Main take-aways

What were your main learnings from this session? What and how will you be able to apply this into your daily work life?

Visit the other teams

Finally, if there is time left, visit the other groups to see what they created and experienced.

CONCLUSION(15 mins)

Page 5

Short Description:

Learning Outcome:

Concept Description:

Internal Workshop Description (not for public, only for PBI and Merlien teams):

Explore the value and great fun of haptic design thinking and future scenario storytelling in realizing actionable business solutions (special focus on key MR topics).

1. An introduction or refresher in the power of integrating design thinking methods in your work to push forward project effectiveness and generate viable research and business solutions.2. How to empathize, iterate, design and build solutions closer to the user and company needs.���9LTPUKLY�[OH[�PTWLYMLJ[��V\[�VM�[OL�IV_�ÄYZ[�PKLHZ�VM[LU�SLHK�[V�[OL�TVZ[�valuable innovations.

When was the last time you let your haptic (non-verbal) communication abilities lead the way to business solutions? Let’s temporarily leave the conference noise behind and design-think with our hands! In this workshop you’ll hone your latent haptic communication skills and experience how design thinking methods can support your work. Both the digital and physical worlds are intrinsically haptic. With our body language along with every touch and swipe of our devices, we take ourselves on haptic journeys daily. We aspire to see our research insights translate into simple, real-life solutions so let’s act as both design researcher and UX designer to design-think new solutions, inspiring you to work differently. The workshop context will be centered around the most debated topics in mobile research — so you’ll get a chance to contemplate and debate your MR areas of interest before heading into the plenary conference sessions.

Teams of 4 to 6 people – 5 to 7 – teams are given a relevant MR topic to brainstorm on, KLÄUPUN�[OL�RL`�\ZLY�WYVISLTZ��;LHT�JOVVZLZ�H�WYVISLT�[V�ZVS]L�HUK�NLULYH[LZ�HZ�THU`�ZVS\[PVUZ�HZ�WVZZPISL��;OLU�PU�[V[HS�ZPSLUJL��\ZPUN�[OL�VUL�VMM�7)0�49�[HJ[PSL�[VVSIV_��[LHTZ�JYLH[L�HU�HUHSVN�WYV[V[`WL��;OLU�JOVVZPUN�VUL�RL`�HZWLJ[�VM�[OL�WYV[V[`WL��[LHTZ�PKLH[L�H�ÄUHS�KPNP[HS�ZVS\[PVU�I`�WLYMVYTPUN�H�ZOVY[�ZJLUHYPV�ZRP[��[LSSPUN�[OL�Z[VY`�VM�[OLPY�M\[\YL�49�ZVS\[PVU�

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TITLE SPONSOR DIAMOND SPONSOR PLATINUM SPONSOR GOLD SPONSORS

WORKSHOP SPONSORS SILVER SPONSORS

PREMIERE SPONSOR

APP SPONSOR NETWORKING SPONSOR PREMIERE SPONSOR

WWW.MRMW.NET

MEDIA & ASSOCIATION PARTNERS

October 8 – 11 2013, London

WWW.MRMW.NET

The original, premier event for the Mobile Marketing Research Industry