ethnography case study june 24, 2013
DESCRIPTION
Ethnography Project by Andrew Schechterman, MS, PHD Michael Eckersley, MFA, PHD Max Ruckman, Black & Decker HHI Bill O’Connor, Source, Inc.TRANSCRIPT
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Andrew Schechterman, MS, PHD
Michael Eckersley, MFA, PHD
Max Ruckman, Black & Decker HHI
Bill O’Connor, Source, Inc.
www.maxruckman.com
Ethnography
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The ethnography research in this presentation was completed as part of a larger brand development project for Black & Decker. The project focus was on the creation of a new luxury brand of door hardware. This presentation covers only a small portion of the overall research. The research was enlightening, helping us to truly understand the designer, architect and client interaction during the custom home building process. The project was a deep dive into all of the nuances and emotions involved. Everything from the dynamics between husband & wife, how the designers presented their office to the detailed interactions between all parties involved. The project includes three different scenarios: 1) The client leads with help from the designer(arbiter), 2) The designer(arbiter) leads with input from the client, 3) The client and designer(arbiter) collaborate on the project. The information and discussions are real, taken from fieldwork, observing the interaction of designers, architects and clients while actually developing and building a custom home. The homes ranged from $2,000,000 to $5,000,000.
Project Overview
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Ethno
gra
phy
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Brand Strategy
Development and
Creation Design of a
branding System
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brand strategy development and design of a brand branding system
Brand
objective
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process Strategy
Brand System Design
Post Design
Research Finalization Application
Research
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Designer Arbiter & Client Consumer User Research
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o
b
j
e
c
t
i
v
e
s
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human-centered research and strategic design-planning
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Help inform A
new Brand
and platform
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accomplish
qualitative
research
yielding
insights and
human-
centered
“DNA”
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provide conceptual representations of insights, conclusions and recommendations
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14 p
r
i
m
e
r
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design for experience
method and process quick
primer
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Design for Experience Method: High - Level
Marketing Engineering
Design
Sellable &
Distributable
Possible &
Feasible
Useful &
Desirable
Product Success
Human Centered Research
Define
Release
Iterative Participant
Studies
Iterative Participant
Studies Design
A
B
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Design for Experience Method: In-Depth
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“I am Me”
By Becky Weraer
I am funny
I run, sing and play
I like dogs
I m a sister
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a wide or horizontal view yields a commodities or manufacturing view of humans as customers
Experience
Seeing Customers
Humans
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a zoom or vertical view yields a market view of customers as humans
Experience
Seeing Customers
Humans
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a microscopic view demands patience and skill, but yields critical insights
21
Experience
Seeing Customers
Humans
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Discover & Refinement Opportunities Everywhere
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Discover & Refinement Opportunities Everywhere
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Discover & Refinement Opportunities Everywhere
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Discover & Refinement Opportunities Everywhere
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Everyday Realities
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Human Data Personas Archetypes Design Filters
31
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natural affinities to
“correct, life-size”
archetypes
Well, he’s right.
Grandma Opal
brings me toys!
Mom, you’re
the best!
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Archetype as Human Continuum
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Archetype As Human Continuum
science teaches us that humans are more alike than different
the primary differentiator being culture
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Archetype As Human Continuum
understanding the nuances of human experience across a
continuum, deeply informs strategy for brands & products
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Archetype as
Human Continuum
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Express
Search
Manage
Realize
&&Manifest
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behaviors or
actions which
are largely
objective and
observable
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go to a showroom
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browse a catalog
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talk to a friend
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touch hardware
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place an item in context
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thoughts or
opinions
which are
subjective and
unobservable
until
expressed
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early American would be nice
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great quality, affordable too
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it should be inviting
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emotions or feeling which are subjective and inferentially observable, not requiring explanation
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it feels…
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solid
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safe
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exciting
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boring
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REALIZE - MANIFEST
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55
Decisions reflecting
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education
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urgency
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choice
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confidence
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Satiation
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all prior behavioral Cognitive And Affective variables
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Participants
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Participant Geography: Current and Previous
63
San Diego
Phoenix
Salt Lake
Boise
Kansas City
St. Louis
Chicago
Birmingham Atlanta
Miami
D.C.
Baltimore
New Jersey
Philadelphia
New York City
Participant Geography: Current and Previous
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Arbiters
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65
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Kim
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Lucy
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Martha
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Kathy
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Client
Consumers
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Liz & Robert
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Marlise&& Mike
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Leslie & Family
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hybrids
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wearing the hats of an arbiter and a
client at the same time
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Annie
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Brad
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melanie
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Data points Touch points Constructs Moments of Truth
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Touch point Universe
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Arbiter-relevant Touch points
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consumer-relevant Touch points
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Builder/Architect relevant Touch points
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((consumer-arbiter))))
Touch points of shared relevance(((
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(expression: desires, needs, style, vision…)
Touch point constellation construct
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(search( find) : appropriate path elements )
Touch point constellation construct
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(management: process, complexity)
Touch point constellation construct
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(realization (manifestation): dream, style, goals visualization)
Touch point constellation construct
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Problem Solution Spaces
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Problem Solution Space #1
arbiter
client
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decisions
made in
the
building
process
Problem Solution Space #2
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Personas
Archetype
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Interior Designer
Archetype Carole
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“you have to be an
excellent communicator”
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“it‟s 90%
of the job”
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“a lot of psychology”
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I enjoy developing a personal relationship with clients
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“it leads to successful collaboration”
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reflecting the family’s
lifestyle
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“I don‟t get many clients who
cheat on product quality”
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“they‟re
pretty
consistent
on price-
points
throughout”
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“some of my clients are wealthy”
“but they‟re not stupid”
“they won‟t waste their money”
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“different”
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“but – product names don’t dictate what I choose to specify”
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Front door – the
architecture and the
material has to blend
with what’s inside
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getting to know the arbiter, Carole
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Family originally from Cleveland
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children are in the public schools
40 years old
two children, 8 & I0
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married to Jim for I5 years
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Jim works in Banking Administration
(working on his MBA)
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They live in Dublin, an upper middle-class suburb of Columbus, Ohio
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with some coursework in architecture B.A. in Interior Design
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Carole Drives a 2010 Lexus SUV
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Jim drives a 2012 Mazda sedan
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full-time independent interior designer
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with full-time assistant
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primarily residential
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some commercial
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gets most referrals by
word of mouth
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involved in 3-4
projects at a time
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project budgets range
from less than $20,000
to more than $200,000
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Leslie &
Doug
Client couple
archetype
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“door hardware may
be heavy, a really great
finish” [Leslie]
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bathroom hardware, possibly unique, but relating to sink fixtures and the style of tile [Leslie]
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“well, I guess they should be compatible,
but not direct matches” [Leslie]
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I„ve already selected the front door hardware [laughs, then points to circled items in a catalog]
[Leslie]
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“they‟re pretty plain. huh?
actually, they‟re just what I
wanted” [Leslie]
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“i‟m very concerned about it
lasting a long time” [Doug]
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“my files appear to
be in disarray” [Leslie‟s interior research]
but I know where
everything is; I stay
organized by using
this spiral binder. I
got this one at
Target” [Leslie]
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“…like the
bathroom sink
design, it makes it
nice to get ready
in the morning” [Leslie, Doug nods head]
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getting
to know
the
clients
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originally from Columbus and Cincinnati (Ohio)
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married
16 years
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and
age
39
40
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so
ns
2
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a family dog
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lives in an
upper middle class
suburb of
Columbus Ohio
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(mechanical engineering)
Doug is co-owner of a manufacturing firm
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Leslie is a full-time mom and CPA
providing “relief“ for local corporations during tax season
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Doug drives a 2009
Jeep Grand Cherokee
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Leslie drives a 2011
Chrysler Minivan
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building a
custom home
on a private
golf course
budget
$925,000
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Leslie is particularly interested in a “very nice kitchen and master bath”
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Doug is particularly interested in having a full-sized office
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and workshop
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Doug Also wants it to be a place where friends can come to relax
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and play golf
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We explored three different types of relationships
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1 - client leads the project
2 - Collaboration between client &&&and Designer
3 - Designer Leads the project
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client leads
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Carole Leslie
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Leslie is a self-starter
she has a lot of interest in:
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building
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design
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Leslie remodeled or built a home prior to the
current custom home
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Leslie actively researches and specifies many of her materials and hardware
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she may work closely with
her builder and architect
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sometimes
even operating
as the general
contractor or
“assistant" to
the contractor
15
9
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this is a
significant
amount of work
for Leslie,
balanced with
her own daily
responsibilities
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but she enjoys it as a “labor of love”
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Leslie may access Carole„s expertise at the start of a project and at various stages of the process
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or on an "as needed" basis
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“ Carole“ may be her friend who “happens to be an interior designer”
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trusted family member
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actual interior design
professional she
encounters in a higher-
end design showroom
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Carole may also be available via her builder
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architect
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Client and Arbiter
collaboration
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Carole Leslie
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functioning
in a
somewhat
more
common
client-
professional
relationship
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Leslie hires Carole
after meeting her at
an open house
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she asked Carole to help her in
the design of the family„s new
6000 sq. ft. custom home
nestled on 1.5 acres
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Carole knows she has the freedom to propose an array of ideas
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and expert recommendations to Leslie
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but honors that Leslie and her
husband will make the final choices
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Leslie remains comfortable
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with
family
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friends
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even
some
freelance
work
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Leslie and Doug share a home office
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Leslie meets at Carole‟s office
and Carole comes to Leslie's home
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the project is
yet must be completed
in less than a year
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Leslie and Carole
spent an enjoyable
saturday together
recently
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visiting an exclusive showroom
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Several items were specified
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a few were “rejected!
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arbiter leads
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Carole Leslie
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Carole is an experienced
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Well regarded
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interior
designer
![Page 194: Ethnography case study june 24, 2013](https://reader037.vdocuments.us/reader037/viewer/2022103109/540d06f77bef0ad7288b908b/html5/thumbnails/194.jpg)
With A History Of Consulting On…
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c
o
m
m
e
r
c
i
a
l
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restoration
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historic
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and private projects
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sometimes with high-dollar budgets
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She attracts Leslie as a client, by referral
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Leslie is
busy
with
other
activities
in her life
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she and her
husband
currently have
homes on
both coasts
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She is less inclined to “dive into" the joint labor and decision making process
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detailing the family‟s new gathering place
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Carole spends
enough time with
Leslie to get a
good feel of
Leslie„s
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personality
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life style
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and needs
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this is an upfront
“psychological"
skill Carole has
worked to
refine
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though she acknowledges that she is also a natural, which helps
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and though she knows she„s been
granted substantial liberty in the
overall design of the new home
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she must ultimately find the
right solution for Leslie‟s needs
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Use and Validation
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Carole - Designer Leslie - Client
Scenario of actual customer client discussion
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Carole
hello, i'm Carole and this is my friend (and
client) Leslie.
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we've been asked to tell you something
about our experience of working together
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and about the process we undertook
to conceptualize, design and specify
Leslie's amazing new, custom home
here in Dublin. Ohio.
LesIie?…
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Leslie hi! I suppose I can begin, since the ideas for the house go back some years – long before Carole and I met and got to know each other…
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Doug and I were married back in
1996. we met as undergrads at
Miami University in Oxford
(Leslie smiles and turns to Carole and smiles)
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Leslie I studied Business and Accounting and eventually got my CPA while I was still pregnant with our first child, Jeremy
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Leslie
I guess you could say that Doug and I both come from suburban
middle-class, midwestern families, rather conservative…
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Carole Me too, Carole chuckles - inside joke? I actually met Doug„s family at Leslie and Doug„s open house party
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I also got to
know Leslie's
mother on
various
occasions
throughout
the design of
the home
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Leslie The reason I bring up history is that Doug and I lived in an apartment for some years
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and later our first home was pretty modest
we have fond memories of those years
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but we’d always held out
the prospect that someday
we might have a home that
is truly of our own making
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over the years I’ve collected many books and magazines looking for ideas hoping to find out what‘s possible in a custom home
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l also wanted to familiarize myself with the ins and outs of the process of home design
you know,
architecture,
building, interior
design…
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Carole
Leslie invited her mom in to react
to some of the design and furnishing
issues that came up
she had some good advice
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we‟ve laughed plenty of times over
how much our families are alike
wonderful people
but conservative
not willing to take too many risks
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Leslie has an impressive collection of resources
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catalogs
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“how-to” books
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videos
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stained wood
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she had a dream…
and was patient and methodical about making it happen
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Leslie
when Doug and I were finally in a
position to consider building a new home
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his manufacturing business began to take-off
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around 2007 we set
about looking for
property in the
Columbus area
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we’ve always lived close to neighbors
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subdivisions
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for this house we wanted some acreage
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its our favorite pastime
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We also wanted some freedom to build a truly custom home…
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we have close
friends who live in
beautiful upscale
areas
but the homes seem
"cookie-cutter“
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they have a “sameness" that we didn„t want
especially given the kind of investment involved
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anyway, we’ve always liked Dublin
the schools are excellent
the downtown is nice
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it took about a
year, but we found
a really wonderful
piece of land
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abutting the
14th tee of a
new country
club golf
development
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lots of trees
lots of privacy
plenty of space between the houses
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We interviewed some architects in the area
with mixed results
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but eventually found out about a
really gifted young residential
architect in the Cleveland area…
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working with Roger over the summer (he would fly in or drive over every couple weeks)
(Leslie smiles and turns to Carole)
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he was able to gradually get a feel for our vision of the house
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and create some great drawings and plans
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He brought a lot to the design qualities and possibilities that we had not even imagined
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but then we came to an impasse
Roger had a great feel for
the broad-brush design
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when it came to details in the interior plan
we just couldn‘t get on the same page
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that's where Carole came in…
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Carole
what she„s referring to is the annual
designers‟ home show sponsored by
businesses in the area to support a local
women & children‟s clinic…
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I was awarded the job of designing and decorating the master bedroom
and children‟s rooms
of the show house
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Leslie liked my work and gave me a call
thanks again Leslie!
(laughs)
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Leslie
I loved what Carole had done with the bedrooms
enough to call her
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but what really sold me on her abilities was
our ability to communicate
she‟s a great listener
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yet always seems able to offer up some insight or possible solution that I know I’ve been thinking about
but haven't had the words to express
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Of coarse, looking at Carole's portfolio of work
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her
drawings
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her attention to detail
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to subtleties
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materials
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it was so impressive
Great launching
pads for making
decisions
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in no time, Carole was up to speed on what we felt we needed and what we really hoped for in the home
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though I was familiar with many of the elements and the
general process of designing and building a custom home
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I struggled with how to pull it all together
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Carole's ability to select just the right elements
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and finishes
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to cabinets and furniture
was so helpful
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even more importantly, she was able to work with
Roger to make important changes to the floor plan
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that significantly enhanced the experience of living in the home
we now realize that
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A home‟s exterior is one thing
everyone sees it
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but the interior is a whole other thing
I think much more complicated
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Carole
I occasionally consult with
builders and architects
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working to integrate and coordinate
all the various elements
subtleties
and spatial relationships
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that the architect often never has the time or patience to deal with
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Their elevations and plans succeed in roughing things in
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but before you know it, they're on to another project
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my clients and even architects
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are sometimes exhausted or impatient
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at later stages of the process, they want closure
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it's unfortunate because decisions made in the final 10% of the process
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often can make or break the completed
design
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Leslie
Carole showed us how relatively simple
alterations in the original interior plan
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could create
an entirely
different
orientation
and flow to
the upstairs
bedroom
and hallway
experience
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I had some definite ideas about the configuration
of the master bath
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my wants and needs are different than Doug‘s,
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and she found
ways to make us
both happy
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Carole also offered a practical adjustment to the downstairs entry
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hall
way
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living room
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and kitchen flows
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We have a close group of friends
and we like to entertain
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the kitchen
breakfast nook
dining area
and patio area
all had to work together
So…
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and be adaptable to groups of three or four, even two dozen!
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tall order, I know
(smiles at Carole)
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now that it’s complete, it simply feels right
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it captures all the qualities
I had in my mind's eye ten
years ago when we were
still in our little starter home
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Carole
Leslie mentioned the home entry…
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even really good
architects can overlook
the symbolic “entry-
welcome”
and “entry-farewell” experiences
for the home-owners and their guests
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I consider the front door to be, both literally and figuratively the portal between the public and private worlds
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the walkway
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the lighting
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the scale
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and feel of the door
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the door hardware
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the sounds
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the smells
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the lines-of-sight
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all combine to
potentially tell you
something about
the values of the
family living there
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the front door
should integrate
with the exterior
style of the house
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but also signal the ambiance of the experience that awaits inside
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Leslie
for us, probably the quintessential enjoyment we
get out of our new home
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friends have told us that
coming into our house
is somehow special
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they can‟t put their finger on it
but they love it
and so do we
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Carole
the process of designing a custom (or even
semi-custom) home is immensely gratifying
to me
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it‟s like putting together a puzzle that„s different
yet somehow familiar, every time
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it‘s fun getting to know a client well to help them articulate their own style and translate that style into a fully realized solution
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although, I have worked with builders to specify materials, hardware and appliance packages for higher-end housing developments
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“packaged solutions," seem impersonal
they don„t do a whole lot for me
they're right for some, but not the clients I tend to work with
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my vendors and I are a team
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I rely on them a lot and trust them, and vice versa
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the really good ones help me stay informed and up-to- date on new things
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they give me honest value
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I guess high-end professional
residential Interior Design is
about criteria of
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appropriateness
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proportion
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and perspective
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those are the qualities that set us apart
it‟s where our value lies
(End)
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Conclusions and Recommendations 1
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the earlier the arbiter
gets involved
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the more likely she may be
able to influence the overall
residential experience
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the more anxious and overwhelmed the
client, the more likely they may consider a
one-stop solution or packaged solution
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this doesn‟t mean
that each party
won't want to “a
la carte" the
solution")
the longer they
live with it (before
or after
completion of the
home")
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for a modest change fee (upgrade, downgrade)
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price points don‟t seem absolutely critical
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we studied the lives of arbiters-clients tackling custom home projects
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$750,ooo
To
$5,000,000
in the range
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Conclusions and Recommendations 2
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while the client must have
some money to spend (for an
interior designer to even
take on the project)
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increasingly more unique
hardware is of interest to
many consumers
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a brand value proposition may carry
greater weight if it can be introduced early into
the design process
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if it‟s perceived as solving
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a distracting
overwhelming
or anxiety-provoking problem
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a brand marketing message may yield leverage if it touches not just
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the arbiter, but the client as well
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as distinctive
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either by
means of a
"stylistic
heritage“
theme
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i.e., anthropolgie store
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possibly even sub-branding product lines
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with the names
and faces of the
actual artisan-
designers
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i.e.,
sundance
catalog
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a brand value proposition of
architectural style families
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may initially, carry greater weight on the far ends of the arbiter-client relationship continuum
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Conclusions and Recommendations 3
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project management
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and associated artifacts
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the client obtains on his/her own or from the arbiter (as a gift)
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this might be a thoughtfully branded product
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workbooks
bags
or other items
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that would make easier the arbiter's and/or client's life
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making the arbiters job too easy may ultimately
disintermediate them
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interior designers offer
value because they‟re
trained professionals,
gaining insight into
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human needs
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wants
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interpreting these and then delivering flexible
solutions, which are context, and client-
centered
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project management of a custom home is no simple task
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helping arbiters & clients experience greater mastery over this
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can enhance a brand’s associations
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and facilitate serious consideration of products
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Conclusions and Recommendations 4
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we find evidence of stylistic eclecticism in the specification of interior
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materials
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surfaces
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furnishings
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and details
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homes designed to a particular stylistic theme throughout do exist, such as…
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bungalow
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Tuscan villa
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however, they do not appear to be the norm among our participants (at present)
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there is a significant amount of beautiful,
functional, sustainable (though expensive) door
and bathroom hardware, available
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many of these
items are in
niche markets
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some, such as
southwest
door‟s
hardware are
offered in
“handmade,
architectural
families“
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brochures are detailed
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and clients seem willing
to do the work to
locate items of interest
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to see and touch for
themselves
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there are certain items
they‟re willing to purchase
without having “laid hands”
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placed in context of the
existing space, though this
seems difficult for the
hardware decision
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Conclusions and Recommendations 5
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very little research of this kind exists
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professionals are open to
good
clean
objective
information
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that helps them feel more empowered
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providing arbiters and
clients the ability to place
the hardware in-context
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to assess
not only
goodness
-of-fit
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but, more importantly,
perceived fulfillment of
“dream,”
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may offer significant advantage over those
hardware pieces that are not available
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What did the research tell us?
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target the arbiter to launch
they have access to
the transactor
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in the beginning the arbiter is the storyteller
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over time the brand can carefully begin to assume this role
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the storytelling attribute of this brand is essential
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It‟s what separates it from other competitors
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“architecturally inspired/ influenced product is the core marketing notion
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It’s not the marketing
communications
execution
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it won’t win on style alone
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or distribution
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there are too many niche style authorities already in place
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there seems to be a lot
of price elasticity
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promote
the
brand to
the
arbiter
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through him/her to his/her client
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with artifacts, workbooks etc. that support the brand’s meaning of discovery
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Andrew Schechterman, MS, PHD
Michael Eckersley, MFA, PHD
Max Ruckman, Black & Decker HHI
Bill O’Connor, Source, Inc.
www.maxruckman.com
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