taking a seat at your customer's table #sddbcn

Taking a seat at your customer's table

Asier Perez Head of Research & Creativity

asier@dowayo.net

DOWAYO

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Companies need more their clients than clients need the companies.

The trouble with market research is that people don't think how they feel, they don't say what they think and they don't do what they say.

David Ogilvy

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It's about expectations, needs, desires, …

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• How? • Why?

• When? • How many? • Where?

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Research mindset during all the project.

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Not in the internet. Not 9 to 5.

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Talking to taxi drivers?DOWAYODOWAYO

When using Uber I enjoy much more talking to drivers.

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Research will be the soil to grow the project.

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Empathy as a creative factor.

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BiasesRituals

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Handcrafted recruiting!!!

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What about ethics?

What should I tell them?

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How do I get permission to get invited to have dinner with them?

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We are all vulnerable and have painful and happy memories to connect with.

Put yourself in the other shoes.

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How is the cultural gap?

The gap can be bigger with some big corporations than with people.

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Preparation has to be super exhaustive.

You have to prepare improvisation.

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• Doing desktop research. Reading around the topic, what are users doing online, check best practices, …

• Design how are you going to be recruiting. • Script conversations.

Preparation of the research

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Which tools?

Be creative.DOWAYO

Online research for HomeCooker

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Participants became researchers

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Ecosystems and environments of use.

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She is doing a bank transfer.

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This is not about trends. It’s about new expectations.

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Clients briefing vs. wider understanding

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Brand consistency vs. customer’s needs

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Where is harder doing research?

In the streets of Mexico City or in a Spanish hospital?DOWAYO

Look for shortcuts, tricks or cheats people are doing as service providers and users.

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Look for people with restrictions that are making hard to them to solve the problem that is mashing them.

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Do we have to reward?

It’s part of understanding the contextDOWAYO

Spend time with extreme users

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Multilayered synthesis process after the research.

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Insight is a provocative statement of truth.

Jon KolkoDOWAYO

Quinceanera is the celebration of the migratory project of the mother.

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Medical assistance hides the emotions.

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Customers want someone to force them to safe money.

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Asier Pérez Head of Research & Creativity

M. +34- 609 820 263 asier@dowayo.net

www.dowayo.net