discover prepare for empathy task – iden;fy par;cipants...

DISCOVERPrepareforempathytask–iden;fypar;cipantsandplacestodiscover

fromLaurentBabout

IIS,WEEIA,TUL,PL

“Gooddesignthinkersobserve.Greatdesignthinkersobservetheordinary”(TimBrown,CEOIdeo)

Researchfocus•  Researchfocusshouldn’tbetoobroad(toovarieddata)nortoonarrow(missespointsinalargercontext)–trytogetthebalance

•  Drivenbysetofkeywords,searchstatements•  Example:–  challenge:howpersonsdoperceivetheimportanceofrecyclingandfutureimpact?

–  Researchfocus:•  UnderstandthejourneyofwastefromcollecIontorecycling•  IdenIfycurrentbarriersandsuccessesthatplayaroleonpeople’sbehaviortowardsrecycling

•  Getacquaintedwithsocio-economical,poliIcalissues

Lookingforpeople

•  Findingtherightpeopleiscri;caltotheoutcomeofyourresearch

•  Notsoeasyatitseemsandrequiresthe“whateverittakes”aTtude

•  Venividididici

Thingstorememberwhenrecrui;ng

•  Par;cipantcriteria(age,loca;on,familystatus,occupa;on,familiarwithtechnology…)

•  Generalresearchapproach/methodology(where,howlong,whichmethodology…)

•  Ifyouarereallyrecrui;ng(i.e.youdon’tknowpeople),usescreener(i.e.ques;onnairetotargetspecificpeople)

•  Compensa;on:some;mespeopledonotdothingsforfree

Par;cipantstypes

•  Standarduser•  Experts•  Extremeusers

•  Familyandfriends(whensmallsamplesizeisenough)

•  Professionalrecruit(consumerresearch,locaIon)•  On-the-fly/followingobservaIons

Ordinaryuser?Experts?Extremeusers?

User

lambd

a(EU)

Homeless

recycler

(EXP

)

Poli;

cian

(EXP

)

dumpster

(IL)

WastejourneyPolicyissuesPeoplebehavior

X XX X

X

Waste

disp

osal

site(IL)

X XXBarriers X

XX

Farm

er

(EU)

Dustman

(EXP

/EU)

Sup

er-

market

(AS)

Wastecategories

XX X

Green-

peace

mem

ber

(EXP

)

X

X X

X

X

Home-less

recyclerPoli;-cian

Farmer

JohnDoe

Familywith6kids

Possiblewaystoproceed

•  Groupsession•  Interview•  Immersion•  Selfdocumenta;on•  Ques;onnaire•  …

GROUPSESSION

INTERVIEW IMMERSION SELFDOCUMENTATION

QUESTIONNAIRE

Aim Express/discusspercep;ons,opinions,beliefs,andaTtudestowardsafocusproblem

interviewerasksques;onstoelicitfactsorrecollec;onsofexperiencesfromtheinterviewee

Feelintheshoesofusers,tounderstandtheirlogicandemo;ons

Par;cipantsrecordtheirownexperiences,guidedbyyourinstruc;ons.Capturethoughts,decisionsandemo;ons

Researchinstrumentconsis;ngofaseriesofques;onsandotherpromptsforthepurposeofgatheringinforma;onfromrespondents

Structure/place

Roundtablediscussion

Face-to-face User’senvironment

User’senvironment

Anywherebutintui;velydependsonfocus/targetedusers

Pros GoodoverviewofatopicMoredata(forcheaper)inless;me

CanhappenanywhereMorein;matethangroupsessionDatacanbesharedeasily

Asclosetoemo;onalempathyasyoucangetYouexperienceisyourdata

AccessproblemIn;mateenvironment.Learningoverextendedperiodof;me

LargedatasetInforma;ononspecificfocus

Cons Difficulttofacilitate,keepfocusLessrich,descrip;vedataGroupconformity

Onlyrelyonwhatinterviewerasksandwhatintervieweesays

Very;meconsumingYourexperienceisyouronlydataVeryreflec;ve

NodirectcontrolwithdataMaybesubjec;vedata

Needalotofprepara;onCancostmoney(prin;ngissues)Nocontrolonrespondent’sdedica;on

Placestoimmersein

•  Immerseyourselfincontext–  Planyourobserva;onsinspecificplace/thinkofcertainaspectyouwanttocapture

–  Exploreandtakenotes–  Capturewhatyouhaveseen

•  Seekinspira;oninanalogousseTngs–  Thinkofanalogiesthatconnecttoyourchallenge– Makearrangementsforyourac;vi;es– Absorbtheexperience(observepeople’sac;vi;esandtheirenvironment)

Warm-up

•  Detec;veeye