Welcome message from author
This document is posted to help you gain knowledge. Please leave a comment to let me know what you think about it! Share it to your friends and learn new things together.
Transcript
Taking a seat at your customer's table
Asier Perez Head of Research & Creativity
DOWAYO
DOWAYO
Companies need more their clients than clients need the companies.
The trouble with market research is that people don't think how they feel, they don't say what they think and they don't do what they say.
David Ogilvy
DOWAYO
DOWAYO
It's about expectations, needs, desires, …
DOWAYO
• How? • Why?
• When? • How many? • Where?
DOWAYO
Research mindset during all the project.
DOWAYO
Not in the internet. Not 9 to 5.
DOWAYO
Talking to taxi drivers?DOWAYODOWAYO
When using Uber I enjoy much more talking to drivers.
DOWAYO
Research will be the soil to grow the project.
DOWAYO
Empathy as a creative factor.
DOWAYO
BiasesRituals
DOWAYO
Handcrafted recruiting!!!
DOWAYO
What about ethics?
What should I tell them?
DOWAYO
DOWAYO
How do I get permission to get invited to have dinner with them?
DOWAYO
We are all vulnerable and have painful and happy memories to connect with.
Put yourself in the other shoes.
DOWAYO
How is the cultural gap?
The gap can be bigger with some big corporations than with people.
DOWAYO
Preparation has to be super exhaustive.
You have to prepare improvisation.
DOWAYO
• Doing desktop research. Reading around the topic, what are users doing online, check best practices, …
• Design how are you going to be recruiting. • Script conversations.
Preparation of the research
DOWAYO
Which tools?
Be creative.DOWAYO
Online research for HomeCooker
DOWAYO
Participants became researchers
DOWAYO
Ecosystems and environments of use.
DOWAYO
She is doing a bank transfer.
DOWAYO
This is not about trends. It’s about new expectations.
DOWAYO
DOWAYO
Clients briefing vs. wider understanding
DOWAYO
Brand consistency vs. customer’s needs
DOWAYO
Where is harder doing research?
In the streets of Mexico City or in a Spanish hospital?DOWAYO
Look for shortcuts, tricks or cheats people are doing as service providers and users.
DOWAYO
Look for people with restrictions that are making hard to them to solve the problem that is mashing them.
DOWAYO
Do we have to reward?
It’s part of understanding the contextDOWAYO
Spend time with extreme users
DOWAYO
Multilayered synthesis process after the research.
DOWAYO
Insight is a provocative statement of truth.
Jon KolkoDOWAYO
Quinceanera is the celebration of the migratory project of the mother.
DOWAYO
Medical assistance hides the emotions.
DOWAYO
Customers want someone to force them to safe money.
DOWAYO
DOWAYO
Related Documents
