How to research (curiously) v2

Hello

1Wednesday, February 20, 2013

2Wednesday, February 20, 2013

C U R I O S I T Y = S E A R C H

cu·ri·os·i·ty (n) : Interest leading to inquiry

3Wednesday, February 20, 2013

S E A R C H = R E S E A R C H

re·search (n): investigation or experimentation aimed at the discovery and interpretation of facts,

4Wednesday, February 20, 2013

T W O T Y P E S

5Wednesday, February 20, 2013

T W O T Y P E S I N R E A L I T Y

6Wednesday, February 20, 2013

Today....how to search (curiously).

7Wednesday, February 20, 2013

1. Wandering

8Wednesday, February 20, 2013

Aimless wandering is not useless

9Wednesday, February 20, 2013

B E I D L E

Because the idle mind is still working

10Wednesday, February 20, 2013

B E I D L E

“Raichle suspects that during these moments of errant thought, the brain is forming a set of mental rules about our world, particularly

our social world, that help us navigate human interactions and quickly make sense of and react to information”

11Wednesday, February 20, 2013

B E I D L E

12Wednesday, February 20, 2013

P L A N N E D “ B L A N K ”

13Wednesday, February 20, 2013

S O . . .

Let yourself zone out when you think

Observe and then relax

Ultimately, you’ll develop some hypotheses

14Wednesday, February 20, 2013

Purposeful wandering isn’t bad either

15Wednesday, February 20, 2013

G E T I N C U R I O U S S I T U AT I O N S

16Wednesday, February 20, 2013

G E T I N C U R I O U S S I T U AT I O N S

16Wednesday, February 20, 2013

G E T I N C U R I O U S S I T U AT I O N S

Start saying yes more

Embrace conflict

Create an inciting incident

17Wednesday, February 20, 2013

2. Planned Observation

18Wednesday, February 20, 2013

W H Y O B S E R V AT I O N ?

19Wednesday, February 20, 2013

W H Y O B S E R V AT I O N ?

19Wednesday, February 20, 2013

P E O P L E W O N ’ T T E L L Y O U T H E A N S W E R

20Wednesday, February 20, 2013

P E O P L E W O N ’ T C A N ’ T T E L L Y O U T H E A N S W E R

21Wednesday, February 20, 2013

D E T O U R : H O W T H E B R A I N W O R K S

22Wednesday, February 20, 2013

S Y S T E M 1 V S . S Y S T E M 2

23Wednesday, February 20, 2013

A C T I O N C O M E S B E F O R E T H O U G H T

24Wednesday, February 20, 2013

A C T I O N C O M E S B E F O R E T H O U G H T

24Wednesday, February 20, 2013

H E R D M E N TA L I T Y

25Wednesday, February 20, 2013

H E R D M E N TA L I T Y

25Wednesday, February 20, 2013

T H E C O N S E Q U E N C E S

We post rationalize why we do things.

Gut reaction and heuristics - engines of the sub-conscious - drive a lot of what we do.

What we do has a lot to do with what other people are doing

26Wednesday, February 20, 2013

So how do we overcome this?

27Wednesday, February 20, 2013

D O N ’ T A LW AY S TA L K - F I R S T S I T A N D W AT C H

28Wednesday, February 20, 2013

D O N ’ T A LW AY S TA L K - F I R S T S I T A N D W AT C H

28Wednesday, February 20, 2013

B E A N A N T H R O P O L O G I S T

29Wednesday, February 20, 2013

O B S E R V E S TAT U S

30Wednesday, February 20, 2013

R I T U A L S O R R I T E S O F PA S S A G E

31Wednesday, February 20, 2013

A C C U LT U R AT I O N

32Wednesday, February 20, 2013

S E M I O T I C S

33Wednesday, February 20, 2013

H O U S E H O L D O R G A N I Z AT I O N

34Wednesday, February 20, 2013

G E N D E R R O L E S

35Wednesday, February 20, 2013

T H E “ T E R R A I N ”

36Wednesday, February 20, 2013

O N L I N E A N T H R O P O L O G Y

37Wednesday, February 20, 2013

R E M E M B E R : T H E C L O U D S D O N ’ T A LW AY S PA R T

Think small

38Wednesday, February 20, 2013

I T S O K T O N O T S AY “A H A”

Observing can...

• Tell you about how your brand could better integrate into that group

• Tell you that your product isn’t good enough and that you need to make some changes

39Wednesday, February 20, 2013

What do you when observation is not enough?

40Wednesday, February 20, 2013

3. Do

41Wednesday, February 20, 2013

M E T H O D A C T I N G

Immerse yourself in your category

42Wednesday, February 20, 2013

M E T H O D T E C H N I Q U E S

Sensory memory exercises • Method actors learn to use sense memory to recall emotional experiences from their past. Instead of trying to remember or force an emotion, the actor tries to re-create with his senses the circumstances surrounding the experience. 

Live their life, read what they read, dress the way they do, take their challenges

43Wednesday, February 20, 2013

T H E G O A L

44Wednesday, February 20, 2013

So what happens when you actually have to talk to people?

45Wednesday, February 20, 2013

4. Ask + Project

46Wednesday, February 20, 2013

Y O U O F T E N C A N ’ T A S K D I R E C T LY

“Kahneman says that people are remarkably adept at coming up with answers to all kinds of questions without knowing how or why (surveys researchers beware!). His explanation for a lot

of this is the idea of substitution. That is, people answer an easier but wrong question rather than the difficult one they

were asked.” 

47Wednesday, February 20, 2013

T H E P R O B L E M : B I A S E S

Ambiguity effect – the tendency to avoid options for

which missing information makes the probability seem

"unknown."

Anchoring – the tendency to rely too heavily, or "anchor," on a past

reference or on one trait or piece of information when making decisions

(also called "insufficient adjustment")

Attentional bias – the tendency of emotionally dominant stimuli in one's environment to preferentially draw and hold attention and to neglect relevant data when making judgments of a correlation or association.

Availability heuristic – the tendency to overestimate the likelihood of events with greater "availability" in memory,

which can be influenced by how recent the memories are, or how unusual or

emotionally charged they may be

Clustering illusion – the tendency to under-expect runs, streaks or

clusters in small samples of random data

Confirmation bias – the tendency to search for or interpret information in a way that confirms one's preconceptions.

Conjunction fallacy – the tendency to assume that specific conditions

are more probable than general ones

Conservatism or regressive bias – tendency to underestimate high

values and high likelihoods/probabilities/frequencies and

overestimate low ones. Based on the observed evidence, estimates

are not extreme enough

Contrast effect – the enhancement or diminishing of a weight or other

measurement when compared with a recently observed contrasting object

Information bias– the tendency to seek information even when it cannot affect action.[39]

Irrational escalation – the phenomenon where people justify increased investment in a decision, based on the cumulative prior

investment

Loss aversion – "the disutility of giving up an

object is greater than the utility associated with

acquiring it"

Pseudocertainty effect – the tendency to make risk-averse choices if the expected outcome is positive, but

make risk-seeking choices to avoid negative outcomes

Well travelled road effect – underestimation of the duration

taken to traverse oft-traveled routes and overestimation of the duration

taken to traverse less familiar routes.

Unit bias – the tendency to want to finish a given unit of a task or an item. Strong effects on the consumption of food in

particular

48Wednesday, February 20, 2013

S O M E S O L U T I O N S

Projection vs. direct questioning

49Wednesday, February 20, 2013

S O M E S O L U T I O N S

Stories vs. Q&A

50Wednesday, February 20, 2013

S O M E S O L U T I O N S

Interviewing their friends vs. interviewing them

51Wednesday, February 20, 2013

S O M E S O L U T I O N S

Imagery vs. words

52Wednesday, February 20, 2013

S O M E S O L U T I O N S

Account for group effects

53Wednesday, February 20, 2013

So....

54Wednesday, February 20, 2013

A F E W F I N A L T H O U G H T S

All that glitters is not gold

Be distant or be all in

Account for human irrationality

55Wednesday, February 20, 2013

Thank You

@marklewis_sf@planningness

56Wednesday, February 20, 2013