Intro to Research Methods

TIM STOCK SUMMER 20151

week 1

Parsons School of Design Summer Intensive Seminar

intro to research methods


research makes choicesunderstanding how choice can potentially distort insight


the researcher’s roleunderstanding our position to the action is critical

empathy

awareness

patience


what would she buy?are we seeing the full dynamics shaping her decisions?


motive trendstory

the structure of consumer behavior


we make cognitive mapsthe choices we make are shaped by these maps


we are expressive beingsresearch must become aware of this new framework of data


identity

selfies are expressions of our cultural engagement


analyzing the language of selfies

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?


ritual

food porn as cultural signifier


aspiration

shopping hauls as cultural signifier


50 billion messages

41, 000 photos

120 hours of video

every sixty seconds


identity ritual aspiration

a kind of cognitive hacking


this language tells us how culture is working


ideasthe

worldideas

ideas

ideas

fast & empathetic research


cultural meaning

the context of language shapes cultural value


IDEO

research seeks to uncover these mapsnot a set of answers...but the mechanics of things


everyday signals in contextwhat will the response be? does everyone respond the same?


avoiding biaswe must challenge our methods to find new insights


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


quantitative vs. qualitativehow might bias emerge in this kind of research?


focus group researchhow might bias emerge in this kind of research?


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?


in home ethnographybias can creep into ethnography as well


what’s in your fridge?learning to read the language of what we buy and use


exercise: what’s in your bag?choose ONE ITEM you have on you that you never leave home without. why?


Jan Chipchase: What do you carry?


what do these products say about our broader perspective as peoplewhat’s in your medicine cabinet?


language fuses with ritualwhat defines masculine identity?


what if you unpacked the language in these packages?the language of your medicine cabinet


case: IKEA how is the American changing and what does that mean.


what is the meaning of a kitchen? IKEA


does the meaning vary globally? IKEA


understanding how meaning is changing IKEA


the cultural meaning of the kitchen island IKEA






culture mapping the kitchen IKEA

MAXIMUM

MINIMUM

IMPORTANTUNIMPORTANT

USE

APPEARANCE x axis

y ax

is

intimacythe kitchen has

become a shared space with evolving uses within the home

1

celebrationthe kitchen has become a stage where guests are beckoned into the experience

2

ignitionthe kitchen has become a stage for social interactions with food

3




how does this shift in meaning change the retail experience?

IKEA

display interact buypre-shop post-shop


finding future tense retail narrative IKEA

display interact buypre-shop post-shop


research should empower changeobserving & reading opportunities for disruption

observe askVS


an inductive approach to research allows us to see much more

deductive

inductive

deductive vs. inductive reasoning


deductive vs. inductive reasoningrules vs. dynamics

IMAGE: SHERLOCK HOLMES (2009)


learn to read human scenarioswe need to learn to leverage more passive means of gaining insight


allow an inductive process to avoid assumptions and bias.can you read the scene?


the best insights come from tracking data over time.avoid the urge to land


consumerbrand

innovation is a mating gamewe need to synchronize with cultural signals and conspire in future stories

signals


INNOVATION

from signal to story... synchronizing brands for purpose and sustainability

BRAND ARCHITECTURE

storiessignals

innovation is a mating game


finding the codes of culture


culture is the product what are the codes?

PERCEPTIONS BEHAVIORcode


how do we identify status?cultural observation

storysignals


what is driving people to detoxing?cultural observation

storysignals


signals to urban narrativecultural observation


fitness as cultural signifiercultural observation

storysignals


language affirms tribal cohesioncultural observation


what is driving paleo and raw lifestyles?cultural

observation

storysignals


how do we sell dog food?cultural observation

storysignals


what is driving a renewed interest in vinyl records?

cultural observation

storysignals


Urban Outfitters has become the biggest seller of vinyl in the world.

storysignals


what is the meaning of cars today?cultural

observation

storysignals


how do you sell a luxury car?cultural observation


Kiehl’s is a story in grassroots cultural innovationthe best brands don’t advertise (why?)


Kiehl’s is a story in grassroots cultural innovation in New York City


Kiehl’s started as an apothecary


Kiehl’s evolved into a skincare lab in the 1980s


Huy Fong Food’s Sriracha Saucethe best brands don’t advertise


brand architecture Coca-Cola bought Honest Tea in 2011


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


afternoon break

return here at 1:30pm

Marketing

Intro to Research Methods