Hello

1Wednesday, February 20, 2013

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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

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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,

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T W O T Y P E S

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

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

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1. Wandering

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Aimless wandering is not useless

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B E I D L E

Because the idle mind is still working

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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”

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B E I D L E

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P L A N N E D “ B L A N K ”

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S O . . .

Let yourself zone out when you think

Observe and then relax

Ultimately, you’ll develop some hypotheses

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Purposeful wandering isn’t bad either

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

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

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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

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2. Planned Observation

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

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

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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

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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

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

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

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

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

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

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

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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

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So how do we overcome this?

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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

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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

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

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O B S E R V E S TAT U S

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

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A C C U LT U R AT I O N

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S E M I O T I C S

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

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G E N D E R R O L E S

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T H E “ T E R R A I N ”

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

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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

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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

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What do you when observation is not enough?

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3. Do

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

Immerse yourself in your category

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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

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T H E G O A L

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

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4. Ask + Project

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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.” 

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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

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

Projection vs. direct questioning

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

Stories vs. Q&A

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

Interviewing their friends vs. interviewing them

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

Imagery vs. words

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

Account for group effects

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So....

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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

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Thank You

@marklewis_sf@planningness

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