[sis] observing and analyzing signals
DESCRIPTION
Lecture in Strategic Design & Management Summer Intensive at Parsons the New School for Design Summer 2014 http://parsons-sis2014.tumblr.comTRANSCRIPT
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observing and analyzing signals
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Strategic Design & Management Summer 2014
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research makes choicesunderstanding how choice can potentially distort insight
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the researcher’s roleunderstanding our position to the action is critical
empathy
awareness
patience
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what would she buy?are we seeing the full dynamics shaping her decisions?
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motive trendstory
the structure of consumer behavior
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we make cognitive mapsthe choices we make are shaped by these maps
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IDEO
research seeks to discover how that worksnot a set of answers...but mechanics on things
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the root of all quant is qual
numbers can give us
a false sense of
assurance
quantitative vs. qualitativeuse methods for what they do best
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Ethnographic research originates from ethnology and sociology. Using observation and exploration, it aims to investigate the material and symbolic semantic view of social sub-groups. The crucial question is: how do individuals and social groups organize particular aspects of their lives based on their sociocultural, ethical, economic and technical background?
Ethnography describes the whole environment that influences human behavior, thus making it possible to obtain integrated answers to fundamental questions with regard to usage, preferences, attitudes and motives and all underlying factors.
what is ethnography?
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what’s in your fridge?
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learning to read the language of what we buy and use
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exercise: what’s in your bag?choose ONE ITEM you have on you that best defines you. why?
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what do these products say about our broader perspective as peoplewhat’s in your medicine cabinet?
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language fuses with ritual
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and ritual shapes identity
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what if you unpacked the language in these packages?the language of your medicine cabinet
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avoiding biasoften research finds methods designed for a desired outcome
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bias can creep in at every point in the process
IMAGE: Adaptive Path
who is chosen to participate
SUBJECT
where the research is conducted
CONTEXT
what form of data do
you get
OUTPUT
who analyzes the data
ANALYZE
how the data is
presented
SHARE
what mode of research
is used
METHOD
know the process to get the best insights
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focus group research
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how might bias emerge in this kind of research?
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in home ethnographyhow might bias emerge in this kind of research?
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consider reality showsthe relationship between real and what we direct as real
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methods that reveal hidden truthsobserving & reading opportunities for disruption
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observe ask
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What research plan could we develop?
strategic brief: changing roomshow would you learn how to improve the experience?
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an inductive approach to research allows us to see much more
deductive
inductive
deductive vs. inductive reasoning
connecting brands to culture|
deductive vs. inductive reasoningrules vs. dynamics
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IMAGE: SHERLOCK HOLMES (2009)
scenarioDNA
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embrace an inductive processbe aware specific signals and patterns over time
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methods that match human scenarioswe need to learn to leverage more passive means of gaining insight
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we are expressive beingsresearch must become aware of this new framework of data
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consider SELFIES
selfie noun, informal(also selfy; plural selfies)a photograph that one has taken of oneself, typically one taken with a smartphone or webcam and uploaded to a social media website
--Oxford Dictionary (November 19, 2013)
scenarioDNA connecting ideas to culture|
selfie or self-portrait, the act takes worklighting, filter, duck face, angle or app, it’s about controlling the image.
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de Goya, “Self-portrait in Studio,” (1790–95)
5 years 5 seconds
Huawei’s P6 Ascend features beauty mode.http://www.theinquirer.net/inquirer/review/2285746/huawei-ascend-p6-review/page/3
scenarioDNA connecting ideas to culture|
analyzing visual language
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who’s sharing?
where sharing?
who is tagged?
hashtags?
caption?lighting?
camera presence?
gaze. at camera? screen? elsewhere?
location?
background?text in frame?
who’s in the shot?
who’s not in the shot?
who’s front and center?
what are they wearing?
tilt of head?position of arm?
eye squinch?smile/pout?
scenarioDNA connecting ideas to culture|
Lena Dunham, front-facing camera
one person, two selfies, world of differencelook at my moment in time vs. see what I am seeing
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Lena Dunham, reflected
expressive self-reflective
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research should empower changeobserving & reading opportunities for disruption
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past present futurepatterns patterns
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behavior evolves over timewe need methods that uncover patterns that reveal insight
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consumerbrand
innovation is a mating gamewe need to synchronize with cultural signals and conspire in future stories
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signals
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everyday signalswhat will the response be? does everyone respond the same?
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fashion signals
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what methods can we use to read what happens next?
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color signals
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the relationship between design and cultural zeitgeist
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fashion signals
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what methods can we use to read what happens next?
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food signals
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what foods do we see emerging in culture?
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INNOVATION
from signal to story... synchronizing brands for purpose and sustainability
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BRAND ARCHITECTURE
storiessignals
innovation is a mating game
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finding the codes of culture
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PERCEPTIONS BEHAVIOR
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the mechanics of consumer behaviorwe are not alone
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FISSION-FUSIONthe nature of the main parent group can fracture into smaller stable subgroups to adapt to environmental or social circumstances.
Aa
b
c
de
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social groups are kineticthe true power of social groups is in how language is shared, cultivated and results in new cultural phenomenon.
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signals migrate in small networksstructuring the data via culture mapping reveals linguistic signatures and patterns
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culture is the product what are the codes?
PERCEPTIONS BEHAVIORcode
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why did the mini skirt catch on?
1964
code?
cultural observation
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what do we trust to feed our babies?
1960
cultural observation
code?
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organic food dominates grocery shelves today - how did we get to this point? is it sustainable?
cultural observation
code?
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Mexican Coca Cola has a new cult following in the UScultural
observation
code?
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what is driving people to detoxing?cultural observation
code?
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how do we sell dog food?cultural observation
code?
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why have men stopped shaving?cultural observation
code?
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what is driving a renewed interest in vinyl records?
code?
cultural observation
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what is the meaning of cars today?
code?
cultural observation
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how do you sell a luxury car?cultural observation
code?
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consumerbrand
innovation is a mating gamewe need to synchronize with cultural signals and conspire in future stories
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signals
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Keihl’s is a story in grassroots cultural innovationthe best brands don’t advertise (why?)
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Huy Fong Food’s Sriracha Saucethe best brands don’t advertise
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brand architecture
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Coca-Cola bought Honest Tea in 2011
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the best insights come from tracking data over time.avoid the bellyflop
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session recapknow your place in the action
develop methods that reduce bias
learn what people do over what they say
understand the behavior in context of culture
gain awareness of brands that are getting it right
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afternoon break
my lunch suggestions for the day
Pizza Vinotecca Cevich
both on East 15th Street Between 5th avenue and Union Square