RESEARCH TOOLSfor work group

3 5 - 4 5 M a l e

3 5 - 4 2 F e m a l e

D a t a t a k e n f r o m t h r o u g h q u o t e s

27%52%

21%

201318%

Dublin is25%

R E G I O N o f s a l e s * f i n d p o p u l a t i o n s t a t s

They sti l l enjoy a good

party,just not in

their house!

They no longer desire

to share

Detached housing

42.4

Semi-Detache

d

27.7

Terrace

17.1

Purpose built flats/apartment

s

9

Flat or apartment

in converted

house

1.7

Bed Sit

0.3

What the 2011 Census Tells Us – Housing Type

With the changing nature of housing, Insurence companys may need to fight to better service the Renter market by developing inovatie

products and marketing campsigns.

Flats and apartments

increased 27% since 20062011 Census

SOCIALCLASS of sales

HighCLASS 45%

LowCLASS 55%

Red C report

They are f irst t ime buyers

who are starting toPut their

mark on the premises.

They are taking relationships

seriously

If they have a partner, they

may be marriedAnd have kids.

They want a safe castle,

And that includes it being

insured.

They may have had an

experience with a car insurance policy that was

cheap and unforgiving

A percentage of the market may not

be buying on price but rather

service and support in mind.

CustomerCurve

While insurers were maintaining their product centricity, consumers changed in other ways. Consumers were more or less a uniform group 20 years ago, with price sensitivity versus service

orientation lying on a Gaussian curve.

Today this bell curve has completely flipped, leaving a market with significant populations of consumers at both ends of the commodity pricing versus premium quality spectrum. As a result,

the classic mass market is diminished although still pursued

H o m e i n s u r a n c e n e e d s t o i n n o v a t e

o n p r e m i u m q u a l i t y r a t h e r t h a n p r i c e a s

t h e i r c u s t o m e r s r e c e i v e t h i s l e v e l

f r o m a l l t h e i r o t h e r p r o d u c t s a n d

s e r v i c e s .

Research Methods

IDEO Method Card ~AskU9718024 陳俋伶

Cultural ProbesHOW: Assemble a camera journal kit

(camera, film, notebook, instructions)

and distribute it to participants within one or across many cultures.

WHY：To collect and evaluateperceptions and behaviors within

or across cultures.

Comparing the ways

different cultures care

for their teeth helped

expose important similarities and differences

to the IDEO team.

Unfocused GroupHOW: Assemble a diverse group of individuals in

a workshop to use a stimulating range of materialsand create things that are relevant to your project.

WHY: Encourages rich, creative, anddivergent contributions from potential users, releases

“inhibitions, and opensup new thinking.

An IDEO team invited a foot-fetishist,an artist, a body-worker, atrist and others to work togetherto explore and build concepts for anew range of fashion sandals.

Word-Concept Association

HOW: Ask people to associate descriptive words with different design

concepts or features in order to show

how they perceive and value the issues.

WHY：Clustering users' perceptions

helps to evaluate and prioritize design

features and concepts.

Developing the design of a new container, word-concept association studies helped the IDEO team to understand how different forms convey different meanings to users.

Camera Journal

HOW: Ask potential users to keep a written and visual diary of their impressions, circumstances,

and activities related to

the product.

WHY: This rich self-conducted notation technique is useful for prompting users

to reveal points of view and patterns of behavior.

The IDEO team designinga travel system distributedcamera journals to familiestaking car trips to capture map reading and other car travel.

Collage

HOW: Ask participants to build.collage from a provided collection of mages. and to

explain the significance of the mages andarrangements they choose.

WHY：This illustrates participants’ understanding and perceptions of issues and helps them verbalize

complex or unimagined themes.

Participants were asked to create

a collage around the theme of

sustainability to help the IDEO

team understand how new technologies might be appliedto bettersupport people’s perceptions.

Card SortHOW: On separate cards, name possiblefeatures, functions, or design attributes.

Ask people to organize the cards spatially, inways that make sense to them.

WHY: This helps to expose people's mentalmodels of a device or system.

Their organization reveals expectations and priorities about the intended functions.

In a project to design a new

digital phone service, a card

-sorting exercise enable potential

users to influence the final menu

structure and naming.

Cognitive Maps

HOW.：ask participants to map anexisting or virtual space and show

how they navigate itWHY: This s a useful way to discoverthe significant elements, pathways.

and other special behavior associatedwith a real or virtual environment.

Mapping how they occupy or

through different zones of the

city ,the IDEO team asked bike

messengers to indicate where

water oases are located and how

they reach them.

Five Whys?

HOW: Ask 'Why?" questions in

response to five consecutive answers.

WHY: This exercise forces people to

examine and express the underlying

reasons for their behavior and attitude

Five whys was used when

interviewing dieting women

around the US to understand

their attitudes and behaviors

around weight loss.

Foreign Correspondents

HOW: Request input from coworkersand contacts in other countries and

conduct across·cultural study to derivebasic international design principle.

WHY: This is a good way to illustratethe varied cultural and environmentalcontexts in which products are used.

Compiling a global survey about

personal privacy , IDEO correspondents from around the world

contributed images and anecdotes

from own lives.

Narration

HOW: As they perform a processor execute a specific task, ask participantsto describe aloud what they are thinking.

WHY: This is a useful way to reachusers' motivations, concerns, perceptions,

and reasoning.

In order to understand how food is

incorporated into people’s daily

routines, the IDEO team asked

people to describe what they were

thinking while eating.

Extreme User InterviewsHOW: Identify individuals why are extremely

familiar or completely unfamiliar with the

product and ask them to evaluate their experience using it.

WHY: These individuals are often able tohighlight key issues of the design problem

and provide insights for design improvements.

By understanding the role and

mindset of the youngest family

member, the IDEO team uncovered

new product design opportunities for

household cleaning.

Conceptual Landscape

HOW: Diagram, sketch, or map the

aspects of abstract social and behavioral

constructs or phenomena.

WHY： This is a helpful way to understand

people's mental models of the issues related

to the design problem.

Designing an online university,

the IDEO team illustrate the

different motivations , activities,

and values that people to go back

to school.

Draw the Experience

HOW： Ask participants to visualize anexperience through drawings and diagrams.

WHY：This can be a good way todebunk assumptions and reveal howpeople conceive of and order their

experiences or activities.

By asking people to draw your

money the IDEO team designing

an online bank was able to discern

people ‘s attitudes towards their

finances

Surveys & Questionnaires

HOW: Ask a series of targetedquestions in order to ascertainparticular characteristics and

perceptions of users.WHY: This is a quick way to elicitanswers from a large number of

people.

Developing a new gift-wrap packaging conceptthe IDEO team conductedweb-based surveys to collect consumer perspectives from many people around the world.