3 keynote dtaiwan20100907_ntu_3_bruce_empathy_c

[ empathy ] the ability to step outside of yourself and see the world as other people do.

© copyright Jump Associates LLC

Needfinding Discovering people’s explicit and implicit needs so that we can create appropriate solutions.


Needfinding To imagine solutions that don’t exist, look for needs that haven’t been met.


Solutions Needs


– Webster’s Ninth New Collegiate Dictionary

need \’ned\ n [ME ned, fr. OE nied, ned] 1 : necessary duty : OBLIGATION 2 a : a lack of something requisite, desirable, or useful b: a physiological or psychological requirement for the well-being of an organism 3 : a condition requiring supply or relief 4 : lack of the means of subsistence : POVERTY


– Stanford Needfinding

need \’ned\ 1 : a physical, psychological or cultural requirement of an individual or group of individuals 2 : something missing. VERB.

solution \se-’lü-shen\ 1 : an object, action or process that satisfies a need. NOUN.

e e


Needfinding So how do you find out what people really need?


Key Concept

Observations take many forms.

Watch. See the world with new eyes. Listen. Ask open ended questions. Do. Walk in their shoes. Buy. Purchase competitive and analogous solutions. Read. Mine both core and peripheral information. Reflect. You know more than you think you do.


Key Concept

Use A-E-I-O-U to observe the world around you.

A – Activities

E – Environments I – Interactions O – Objects

U – Users


IMAGE: © Jump Associates


Key Concept

Seven ways to build empathy for people.

1. Be open to seeing the world in new ways. 2. Watch first, believe what you see, and ask

questions later. 3. Separate out what you see from what you

interpret. 4. Make it about them, not about you. 5. Get stories by asking simple, open-ended

questions. 6. Let participants set the agenda. 7. Use participants’ own words.


Key Concept

Be open to seeing the world in new ways.

As Marcel Proust said, “The real magic of discovery lies not in seeking new landscapes, but in having new eyes.” To get beyond your own frame, acknowledge that you have your own personal way of seeing the world, and then get ready to challenge it.


Key Concept

Watch first, believe what you see, and ask questions later. Let things unfold and pay attention as they do. Resist discounting people or what they say. Don’t ignore things that are off-putting or contradictory, take note of them. Don’t bias towards things that support your version of the world. People make sense!


Key Concept

Separate out what you see from what you interpret.

Turn off your inner interpretations. Don’t assume you know why they do what they do—ask. Keep the facts as pure as possible while in the field. Bracket your interpretations separately in your field book.


Key Concept

Make it about them, not about you.

Create the interview norm. Limit talking about yourself. Don’t reference your own experiences when they bring up theirs. Talk 10% and listen 90%. Ask a question and wait two seconds. Turn off your cell phones.


Key Concept

Get stories by asking simple, open-ended questions.

Use simple language. Allow the participant to interpret the question to best suit what they want to tell you. “Tell me about…,” “Can you describe…,” Don’t

• Ask questions that can be answered yes/no • Are multiple choice (not theirs) • Have an implied right/wrong • Represent theories you’re trying to test


Key Concept

Let participants set the agenda.

Follow their lead. Use your mental GPS to track progress. What’s important to them is important to you. Let them tell the stories they want to.


Key Concept

Use participants’ own words.

Enter their world. Put them in the role of the expert. Don’t correct their words or pronunciation. Avoid introducing business jargon.


“The only real voyage of discovery consists not in seeking new landscapes, but in having new eyes.” – Marcel Proust


Exercise

Prepare for fieldwork.

Tips for doing the interviews…

• Open the interview with easy questions

• Stay engaged with your interview subject: Think about body language

• Have roles for each person on your team: Interviewer, note taker, photographer

Exercise

Prepare for fieldwork.

Interview questions

As a team, think about 3-4 topics you want to cover and come up with a list of 10 questions to ask during your interview. Tip: Write open-ended questions that get them to tell stories about their experiences.

Wide research

As a team, brainstorm a place that you can observe people, environments or interactions related to your topic.

Tip: Bring new eyes to looking at places that you may be familiar with, but haven’t thought of it from the point of view of an older person.

Education

3 keynote dtaiwan20100907_ntu_3_bruce_empathy_c