Betsy leichliter april lecture series - 2014

Betsy Leichliter, Leichliter Associates, USA

April Lecture Series 2014

Ramping up for global innovation:

How digital is your dog?

2014 Platinum Sponsor April Series Sponsor



The point

A bit of qualitative exploration

can take you a long way

even when you don’t know

where to start or

where you want to wind up



Background ThinkGlobalQualitative.com • 11 selected associates and their trusted networks

• Provide clients with global qualitative expertise



Topics

1 Why did we do this project?

2 How did we do it?

3 What did we discover?

4 Why does it matter?

5 What’s next?

v0407




2 How did we do it?



5 What’s next?



Situation Global qualitative

network…

• Developing more ways to

leverage global/local expert

research collaboration

Clients seeking to…

• Detect global new

product/service opportunities

sooner

• Become more co-creative

• De-zombify innovation efforts

“We need ideas

that the world is

almost ready for.”




2 How did we do it?



5 What’s next?



Participants

US/Central & Eastern segment: • 1-2 dogs • Single-family homes • Smartphone/computer experience • Excluded pet-related occupations • Sourced via social media and qual recruiting



Participants



Individual Smartphone Diaries

Group Discussion Board

Mixed Multi-Screen Idea-Building

Process




2 How did we do it?



5 What’s next?



Stages

Individual

Smartphone

Diaries

Group

Discussion

Board

• Daily

activities

• Question

of the day

Mixed

Multi-Screen

Idea-Building



Dogs sleeping



Dogs lounging



Dogs dining



Dogs doing their business



Dogs hanging out



Dogs hanging out



Dogs with other dogs



Dogs with kids



Dogs with adults/parents



Dogs on the go



Dogs being good



Dogs being bad



Dogs being indifferent



A dog’s perspective



Dogs being undecipherable



Dogs being destructive



Doggie drama 1

2

3

4



Diaries: The downside

Roz Chast New Yorker Magazine



Questions of the Day

• Best aspects of life with dog(s)

• Dog faves

• Teaching & training

• Difficulties

• Products/services want but can’t find



Best aspects “To expound on what I said earlier, companionship is the major aspect of having dogs, at least for me. Al has been with my wife and I since we were engaged. In fact, he was 8 weeks old when we adopted him and his projected birthdate was the day we got engaged. He is now 11 and quickly approaching 12. His age is catching up to him, and it has become more apparent in the past few months. I don't know how much longer we will have with him, but his best days are behind him. Still, I wouldn't trade anything about the relationship we have had with him. He's been with us from the beginning, and he will continue on in our memories when he is gone. Al is the first dog I've ever had, and a central character in the genesis of my family. He is a part of our family. I wouldn’t trade that for anything.”



Stages

Individual

Smartphone

Diaries

Group

Discussion

Board

• Daily

activities

• Question

of the day

Mixed

Multi-Screen

Idea-Building

• Roles

• Peer reco’s

• Brainstorm

products/ser

vices

• Make them

smart

• Expansion, not evaluation

• FYIs

• Concept

• Strategic directions & examples



Stages

Individual

Smartphone

Diaries

Group

Discussion

Board

• Daily

activities

• Question

of the day

Mixed

Multi-Screen

Idea-Building

• Roles

• Peer reco’s

• Brainstorm

products/ser

vices

• Make them

smart

• Expansion,

not

evaluation

• FYIs

• Strategic

directions &

examples



FYIs



Quiz

Unique paw print? Unique nose print? Unique tongue print?





FYIs



Concept



Digital directions & examples

1 Contain Create and monitor a

movable perimeter

(“mobile bubble”) inside

or outside

3 Communicate Have a language

training/translation system

to learn what barks/body

language/other "signals"

really mean

2 Care for Let your dog control

some things he needs

(fresh water/food/air/meds)

while you monitor and

manage others

4 Companionship Do more than watch your

dog – interact remotely

using sounds, visuals,

or actions



Topics


2 How did we do it?



5 What’s next?



The point

A bit of qualitative exploration

can take you a long way

even when you don’t know

where to start or

where you want to wind up



Ramping up for global innovation:

How digital is your dog?

www.leichliter.com


http://www.leichliter.com



The Sponsors for this Event

If you are interested in sponsoring a future NewMR event Email [email protected]


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Q & A

Ray Poynter The Future Place

Betsy Leichliter Leichliter Associates


Betsy leichliter april lecture series - 2014

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leichliter associates

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selected associates

global innovation

global qualitative expertise

qualitative exploration