Bringing Research to

LIFE Through Collaborative,

Engaging, and Inspiring

Workshops

Jason Kramer, Managing Director, Vital Findings

Katy Mogal, Sr. Manager, Consumer Insights/

Innovation Lead, Logitech

JASON KRAMER MARY RUBIN

KRISTA HOLT

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KATY MOGAL

Established Oct. 1981

Revenue 2.36 Billion (2011)

Senior Manager, Consumer Insights; Innovation and new Products Lead

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What are the obstacles to getting non-researchers to pay attention to research reports and take action?

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“Breaking through the research clutter is the key obstacle.  Findings should be presented to stakeholders in their own language, on their level. Taking the next step and offering clear recommendations and generating potential solutions makes the research stand out.” 

REPLACE  PICKLE  WITH  OUR  VF  CARTOON  

Why?

PowerPoint Reports don’t leverage

Cognitive Learning principles.

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Workshops can unlock the highest level of learning

Workshop

Management Summary

Detailed Report

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NEW  ICON  WITH  BUBBLES  ONLY  

3 Synthesize

2 Analyze

1 Read

Synthesize

Photo Courtesy of Elsa Mora on flickr

1. 2.

3. 4.

NEW  SLIDE  

Before research begins

Between research phases

Turning research into action

Turning research into action in 1 hour

Workshops can be effective throughout a project lifecycle

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Before research begins:

IMMERSION

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Mobile Phone Purchase Process: Walk in the Customer’s Shoes

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Identify Themes & Build on Ideas with Post-Its

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Develop Hypotheses for Discussion Guide

Between research phases: KNOWLEDGE TRANSFER & SYNTHESIS

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Co-Creation Workshop

Ideation Session

Creation Session

Introductory Discussion

Concept Prioritization

This idea was for a modified net-book phone that brought all the phone capabilities to a larger form factor.

This idea was for a voice-activated phone where all features were enabled through voice commands.

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After research is complete: Turning research into action

METHODOLOGY

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Sometimes music is the destination; other times it’s a means to an end.

Sometimes music is peripheral to an occasion, and sometimes it’s at the center. The degree of centrality of music to the occasion determines how users want to engage.

“If friends put on music and then we get involved in conversation or we get lost in talking to each other, the music kind of fades away…it’s not central …it’s peripheral.”

- James, UK

“While I'm at work, music is the background but in the morning it's definitely more focused, because I'm practicing, I'm trying to listen to the sound.”

-Eric R., US

Central Peripheral

Low immersion

Lower interaction and engagement

More focus on whatever else is central to the experience

Potentially more desire for a hands-off experience

Deeper immersion

More interaction and engagement

More focus on music as the experience

Potentially more desire for

control over the experience

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PERSONAS

BRINGING IT TO LIFE

Come up with a music occasion for your persona where music is central,

and one where the music is peripheral.

Describe the occasions. Who’s participating? What music are they listening to? Where? What role is music playing in the occasion?

What music device is being used?

CONNECTING IT TO PRODUCTS

Which of our roadmap products is going to be most interesting to your persona, and why? 

Write 2-3 bullet points that would be the most effective way to "Pitch this product" directly to your persona. What benefits will be motivating for him or her?

Imagine they have purchased the product and used it for a few weeks » How would they describe it to a friend?  (Refer to the "my devices" section as

inspiration for their voice, their description of usage occasions, etc.) » What features (of a current product, or potential features for a future product) could

you remove or leave out for this person? Why?

This all sounds great…

So how do you start?

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Workshops create tangible action items by melding research insight with marketing, communications,

and product development.

1 HOUR is all you need!

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Final Report

20 Findings

5 Key Findings

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THINK BIG

VitalFindings.com

Start Small,