My Ideal Third Place
Contextual Research Methods
Carmen Maria Ponce
Winter 2018
TABLE OF CONTENTS Chapter I – Relevance Intro Contextual Research Design Challenge Chapter II – Methods and Techniques Client Brief Observations Research Plan Matrix Stakeholder Map Key Questions Cultural Probe Interviews Stimulus Kit Sensory Cue Chapter III – Analysis Affinity Diagram Synthesis Chapter IV – Framework Make the Framework Chapter V – Storytelling Ideation Design Solution
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Chapter I
Intro Contextual Research Contextual Research is an ethnographic research method that understand human behavior, what they do and why they do it. There are four types of research: Contextual, Ethnographic, User center research and Human center research. Contextual research is mainly focus on how humans interact with the environment, products and in every day life. There are several types of methods that researchers can use to find out how people interact with a product , service or environment. After collecting all the data and insights researches come up with opportunities and solutions to cover humans needs and satisfy their wants.
https://www.wickedproblems.com/4_methods_for_research.php
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DESIGN CHALLENGE My Secondary Sink
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THE PROPOSAL
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LEXTANT
Human Experience Firm “We apply art & science to make you understand your customers�
Uncover the truth
Use design research to identify what people want and need, helping unlock the experiences they aspire to.
Clarify the path forward
Through insights they use the information to turn into ideas with the power to inspire and realize opportunities for the future.
Get the results
We minimize risk by putting solutions in front of customers to ensure emotional connection, ease of use, and adoption.
From http://www.lextant.com
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HUMAN CENTERED DESIGN It’s a process design for people and creates solutions according to their needs. Is all about building empathy with the people you are designing for; generating ideas; building prototypes; sharing what you’ve made with the people you’re designing for; and eventually putting your innovative new solution out in the world.
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Inspiration:
Learn from people you’re designing for as you immerse yourself in their lives and come to deeply to understand their needs.
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Ideation:
Make sense of what you learned, identify opportunities for design, and prototype possible solutions.
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Implementation:
Bring solution to life, and eventually, to market. It will be a success because you’ve kept the heart of the process.
From Ideo’s Design Kit and Field Guide to Human Centered Design
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NIKE BRIEF
While the Nike Air Force 1 has endured considerable commercial success, showing how Nike evolved as a brand proved to be important. Each prominent athletic shoe company has launched a popular sneaker model (“Hoovers,� 2014). The difference between these companies and Nike is that Nike outperformed its competitors with regards to marketing.
From: https://project-brief.casual.pm
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Desired Brand Image Nike’s desired brand image is to appeal to its target audience even more and also to appear to an even wider demographic, particularly people of higher age groups (parents and grandparents) (Taman, 2013). In a way, Nike wants to become the very definition of sports itself (Quick2Launch, 2014). Today, Nike aims to enhance their sustainability efforts to appeal to modern customers conscious of the environment “(Nike, Inc.,” 2014). Three components to Nike’s sustainability strategy include: rejecting toxins, slashing water use, and reducing waste. This strategy has been manifested recently in their lighter shoes and shoeboxes. Nike hopes that its many environmental projects will change consumer’s perceptions and cause them to think of it as a green company (“Nike, Inc.,” 2014).
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Chapter II OBSERVE, ASK & DOCUMENT Ask people about their experiences Discuss about the likes and dislikes of the experiences and tasks performed can highlight opportunities for improvement. Customer Experiences Questions Describe your role & responsibilities? What specific tasks do you perform often? Which tasks are more difficult? How do you feel?
Ask about interactions with other people These influences may reveal aspects of the experience such as constraints, “work around�, unmet needs, motivations, and even aspirations.
Interaction Questions Who do you interact with during this tasks? Why do you interact with this person? When do you interact with this person? How do you feet about interacting with this person?
Ask about the environment Document the environment to help it bring it to life.
Environment Topics & Questions How would you describe your environment? Tell me why you have set up your space in this way? What do you like/dislike about your environment?
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Ask about artifacts and tools They are important clues in detecting product and system limitation.
Artifact & Tool Topics & Questions Can you show me the tools you typically use ? How do you use them? How often are you using this tool ? What do you like or dislike about this tool?
Ask about the process It is important to look for steps where a process works and where it fairs to help people achieve their goals.
Process Questions Do you have a specific process ? What are you steps in the process? What is your goal for each step? What do you do first, second, etc.?
Ask about Key opportunities Asking people about challenges and wishes is a good way to identify key problems and desires.
Opportunity Questions
What are your key challenges? Thinking about the challenges mentioned, what do you wish for? If you could change anything about the people you work with, the tools you use, your process or the environment what would you change? Why?
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MATRIX PLAN
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MY IDEAL 3 PLACE EXPERIENCE FIELD TRIP Most of the people that were on the library, were either playing games or in social media, youtube. The minority was reading and working The average age was above 30 years. The social strata was lower to middle class.
BULL ST LIBRARY
There is one receptionist in each floor and a guy in charge of putting everything in order. The Bull St library seems like a place where people go to relax and hang out instead of being use as a traditional library.
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People need to reserve the computers in order to use them. There is a section for people who want to charge their phones. Their are bathrooms in each floor In the children area there are also playing games rather than reading or working.
Is a quite place, not to much noise but still some people talk loudly. Well lit, has big windows which help for the lighting. Lot of tables and chairs. Most of the people come with big backpacks, cellphones and food. Various people go to the receptionist and ask her questions. Few guys come with big jackets and sleeping bags.
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GENERATIVE RESEARCH Every interaction with a product or service results in an experience for your customer and every design decision affects that aspect. Contextual Inquiry – used to understand the current experiences Participatory research – used to understand desired experiences
Experience Insights 1 2 3 4
Emotions – what customers feel when interact with a product. Benefits – the benefits of your product Features – design features for the product Attributes – physical sensorial cues, such as materials, size, shape...
What is an insight? “An insight is knowledge that you can act on”
From http://www.lextant.com
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Customer Insights Reveal what your target customer thinks, feels, does, wants. Life level Insights
Used to develop segmentation strategies for target markets, to expand into new markets.
Ideal Experience Insights
Are best suited for long term products,service or system.
Strategic Research & Tactical Research Insights at the emotional level of the experience tend to be very stable over time Use generative techniques when you need ideas Understand current experience for near term development or refinement Understand ideal experience for long term development roadmaps and disruptive innovation.
1 2 3 4
Target Market —Identify your customers Behavior Drivers — Understand what drivers them and how they make decisions Ideal Brand — Understand what your brand communicates to customers Ideal Experience — Know the goal state
From http://www.lextant.com
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Understanding Current Experiences Contextual Inquiry Customers are the experts Customers become the subject matter experts
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Identify what is relevant to the project ahead of time so you have a plan for what to observe
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Ask lots of questions, be inquisitive and make sure you understand the motivations behind a behavior or the “why�
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Document throughout the process
Understanding Ideal Experiences Participatory Techniques Engage and empower participants to envision the future Creating with, no for people. Research that combines design with psychology. Can innovate on past, current, and desired experiences.
From http://www.lextant.com
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UNDERSTANDING IDEAL EXPERIENCES CARD SORTING
Allows participants to create as many categories as they feel necessary Easy Navigation
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UNDERSTANDING IDEAL EXPERIENCES VELCRO MODEL
Abstract shapes are supplied that represents the components of a product or system. Velcro materials allows the participants select, arrange, and rearrange in a new way that represents their ideal solution.
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MULTI SENSORY
Images, words, sounds, smells, visual and tactile textures can all be used to embody and physically define emotions, benefits, features, or attributes that people seek.
From http://www.lextant.com
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USE PRIME – DREAM – CREATE Is a participatory research approach for understanding ideal experiences. The process takes a participant through a journey of self discovery allowing them ultimately imagine an ideal future and describe how your products or services could deliver that experience. Prime
Ground the participant in their current experience
Dream
Get them dreaming about the future
Create
Empower them to describe their ideal solution
PRIME DREAM CREATE
Creating a Research Plan Effective & Focused Action A research plan is a concise description of the scope of the project, research objectives, how the research will be conducted with whom and time line.
It includes:
– Project Scope – Project Objectives – Research Methods – Recruiting Plan
Define your goals and set your expectations
Goals & Key questions – Identify what the project is trying to achieve in the project goals – Determined what you want to know in the key questions
Research Methods Who Group/Individual (focus groups, dyads, triads) How Talk/Observe (understand the why?) What Evaluate/Generate (experience they seek) Where Artificial/Context (holistic view) From http://www.lextant.com
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Recruiting Plan
Getting the right participants Align the team
Meet with all the stakeholders to create alignment.
Determine your criteria
Who the right people are to the research.
Local Participants Hire a professional recruiting firm, or, local participants within your internal organization, or recruit participant is from a existing customer list. Ask the right number of people Generative research are typically small and focused, between 8 to 50 people from different backgrounds.
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Prime your participants Priming Establish the right content
Participants think about and document their behavior
Why Do I? Participants can better recognize and imagine
Evaluate an existing experience or generate a new one
How To? Pick the right vehicle
Self – documentation exercises (daily logs, photo journals, process diagrams). With this participants understand their current experience.
Moderating Effectively
Once you have a plan
Moderating Techniques
Pilot Test
The key for getting good data is to know how to have unbiased conversations.
Allows you to text your questions and identify what you can expect to observe while you are conducting a research.
Understanding people, this requires moderate to inquire and facilitate participant articulation. Be aware of the situation and be able to quickly change strategies as needed.
Pilots give the research team the ability to test their plan and if needed be change or adapt.
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WHAT DOES ENGAGING MEAN ? A good moderator should relate to people in a way that puts them and makes them want to share
Respectful Set and meet expectations (inform and set expectations) Respect their time – start and end interviews on time Respect their privacy – assure them of confidentiality and request permission to photograph or record the session. They’re the expert – use respectful tone and encourage them to enlighten you (never correct the interviewee
Impartial Establish your neutrality Avoid Bias (maintain control of verbal and non verbal responses)
From http://www.lextant.com
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Guiding It’s all about them know when to move on. Guide don’t lead.
From http://www.lextant.com
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Flexible
Know your next move (get to your goal will require thinking several moves ahead) Adapt to the situation (be creative and find alternative ways)
Maintaining Consistency & Structure Consistency is key, consistent data necessary for discovering patterns and themes.
Discussion Guide Guide them from general to specific questions Choose your words
Observation Guide Ensure the research team is consistent in what is being observed and is observing relevant tasks.
What is a good note
Complete – capture both “why” and “what” Discrete – Limit key ideas and keep the context Relevant – Keep research goals in mind
From http://www.lextant.com
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STAKEHOLDER MAP
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TYPES OF QUESTIONS Powerful Questions Training CLOSED
OPEN
YES/NO One data point
WHAT/WHY/HOW.....
Give little information
BRAIN BASED
HEART BASED
“Think” / “Find” Intellect / rational
PROBLEM ORIENTED
“Feel” emotions
SOLUTION ORIENTED
Past experience Biography
What’s Possible? --> Future
Expertise
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KEY QUESTIONS 3 place definition: A place where you spend most of your time that isn’t home or work
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Where do you consider your third place?
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Why do yo go there?
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Which would be your ideal third place?
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How often do you go there?
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What are the things you like and dislike about that place
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What does that place have that your home or work doesn’t
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Which of these places do you have the most connection to or hold the most significance?
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Which of the word best describes how you feel in this moment?
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Is there a reason this is your favorite place instead of one of the others you listed?
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What affects the frequency in which you visit this place?
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Who else is there? Who would be involved in this experience?
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How much time do you spend each visit?
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How do you get to that place?
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What physical characteristics does this place have that makes you return?
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CULTURAL PROBE Participation for gathering data . It needs to be easy to understand. Ask key questions and well structure, explain who you are and what you are doing. Look for more than one data point. Data Sets
Collection of data points that belong to the same set of criteria
Clarity (Eye management)
Tend to look at colors and things that stands out but give them little info. Ask clear questions.
Interactive
Take action and make them active
Maintenance
Label
Course title, professor name,and our names
Quality of Design Thank you Reward
Reward participants with something
Maintain the props
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OUR CULTURAL PROBE Location: Art March Savannah February 2 of 2018
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EXECUTION 69
surveys completed in 3 HRS
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DATA
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DATA RESULTS Most Frequently Visited Third Places: Coffee Shop Restaurants / Bars Outside (parks, sports fields) Gym Church
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Screening Criteria Gender: Male, Female, Non Binary Age: 19 – 60 + All Ethnicities All Occupations Different Cultures
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INTERVIEWS Rebecca Balanza Age: 21 years old Nationality: Quito Occupation: SCAD student, architecture Spends time at coffee shops, usually Coffee Roasters, Foxy Loxy and Maté Factor Likes to observe people, is another environment, also eat and drink good food and coffee “This 3 places makes you feel at home, comfortable but in another environment that isn’t your home.”
Feeling that is a home while everyone in drinking coffee Feels like home, you can seat at a couch and the funny thing is that at this three places have wood The sensation you are going to a house and drink coffee while you study
Makes me feel comfortable and like at home. Usually go 1 to 2 times a week. Stays around 1 to 3 hours Savannah Coffee Roasters first coffee shop that she went is Savannah, with her family during orientation week Has good food, tables, Wi-Fi. What could make this place even more ideal is to have a garden, a space outside where people can seat and chat something like Foxy Loxy. I go alone or with friends, I prefer going with people because I have more fun and talk while doing homework
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Carolina Rodriguez Age: 20 years old Nationality: Ecuador – Colombia Occupation: Student, Natural Resource Conservation Spends time at park near to her house in Vancouver, bookstores and coffee What she likes most is to go to the Pacific Spirit Park in Vancouver “ I have the tendency to sppreciate nature than man made things, nature omforts me.”
Go there to relax, time out from routine, breath fresh air and just go away from the city. I walk, take pictures and also get inspired by the beauty of the place and the peace that it gives me. Remaninds me of my faith and of God.
Peace, happy, traquil, thankful. Usually goes once a week for at leat 2 hours It is ideal because of the light effects, tall trees, and fresh air. Usually goes alone to this place because her friends live far away and they don’t have much accesibility. Weather is a big issue when visiting the park. What could make this place even more ideal is to only hear the sound of nature and not humans. Usually alone or sometimes with friends from the faculty.
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SENSORY CUE Interested in color, smells, objects, shape, texture, material. Sensory cue kit is a collection of objects — — Know exactly what participants will perceive with the objects you give/show them. Ask the participants to choose the objects, they need to describe the experience of the products.
A Selecting objects B Interacting with them C Let them talk * They can group the objects together * Not necessarily has to be object based it can be images, smell, music. Anchoring
In Control
Benefits of Sensorial Cues People make choices People talk to you When doing the sensory cue we recruited more around 13 participants from different nationalities. Most of them choose music, tech amenities, food and friends as there primary resources for they need to have in their third place. Also we include a category of emotions to understand and get to know how participants feel in their third place and happy was the most chosen. We tried to create and interactive and different way to obtain data.
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CLICK TO VIEW
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Chapter III — AFFINITY DIAGRAMMING
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Affinity
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Abductive Reasoning
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Synthesis
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Sense–Making
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Insight
What is it? AFFINITY
“A natural linking for understanding someone or something” – Oxford Dictionaries
AFFINITY DIAGRAM
“Is a method of discovering relationships among ideas, and then emphasizing, and highlighting their likeness.” – Jon Kolko
ABDUCTIVE REASONING
Abduction, or inference is a method of reasoning in which one chooses the hypothesis that best explain the relevant evidence. It starts form a set of accepted facts and infers most likely, or best, explanations. The term “abduction” also refers to the generation of hypotheses that explain observations or conclusions. “It is using the conclusion and the rule to assume that the precondition could explain the conclusion. The grass is wet, it must have rained” – Jon Kolko Incomplete observations
Best prediction (may be true)
From: http://www.newworldencyclopedia.org/entry/Abductive_reasoning
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SYNTHESIS
How do we combine and put together data. We search for the meaning of our data and make connections Synthesis means to combine a number of different pieces into a whole. Synthesis is about concisely summarizing and linking different sources in order to review the literature on a topic, make recommendations, and connect your practice to the research. “Synthesis goes together with analysis because you break down a concept/idea into its important parts/points (analysis), so you can draw useful conclusions or make decisions about the topic or problem (synthesis).� DATA
INSIGHTS
OPPORTUNITIES
Grounded Theory Approach
1 Collect Data
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Code Similar Concepts
Verify Data in the Field
4 Generate Theory
3 Form Concepts into Categories
From: https://umanitoba.ca/faculties/nursing/students/What_is_synthesis.pdf
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AFFINITIZATION STAGE 1 — YELLOW “Yellow notes represent a single observation, insight, concern, or requirement firmly rooted in research data. These are the building blocks of the affinity diagram.” – Universal methods of deign
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STAGE 2 — BLUE “These labels together collect a coherent set of notes representing a theme or work distinction.” Affinatizes together ideas that are similar and put them together No more than 6-8 stickers per cluster Write a statement in the voice of the user (I like to go to coffee shops to meet people) Blue represents all the yellow’s under it
STAGE 3 — PINK “Pink notes describe specific issues within an area of concern.” Insight, area of concern, issues Use a ‘BUT’ to draw attention to the problem Luke Williams
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PINK Stage Themes I feel comfortable in 3rd places that have people white noise that keeps me awake to engage with others I involved rituals in my 3rd place by going at an specific time and certain activity I want my 3rd places to have a variety of consumables that give me energy Proximity, time, and weather factor into my 3rd place decisions My 3rd place is very motivating and gives me positive feelings and emotions I socialize in my 3rd place where I can interact with friends and new people alike I am attached to my 3rd place because I have memories and create memories with my family there Limitations in my third cause have negative emotions I need tech amenities in my 3rd place I go to 3rd places to focus, learn, and passively observe others My 3rd place need to match my aesthetic and needs The atmosphere in my 3rd place feels like home Food plays a social role in my 3rd place but I need to be able to purchase a variety of food as wells as to bring my own My 3rd place is a place I go to relax My 3rd place is somewhere I go to get out of my daily routine, while there I am comfortable and relaxed
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STAGE 4 — GREEN “Green notes describe an overarching area of concern within the work practice.” Describes the overall theme Overview Key Issues
AFFINITY DIAGRAM LEVELS DATA POINT
USER VOICE
INSIGHT
THEME
The Green Stage is the difficult stage to get through because you need to cover all your DATA just in few categories. It was fun getting to each stage because you visualize easier the information and see how some of them relate to each other. Although it takes time going through each post it at the end is worth it because of all the insights that make you research valid. For me, the hardest stage was yellow because there were so many posts it and different insights that need to be clustered together but after finishing with the yellow stage is easier to get through the others.
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Chapter IV — FRAMEWORK
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IT HAS RESOURCES AND AMENITIES I Need Private Storage and Space
1 There needs to be lockers and changing rooms as well as a private room to work and bike storage.
I Need Tech Amenities
1 My third place needs Wifi, outlets, and computers so that I can do my work.
I Need Safety Measures
1 Needs to feel safe and comfortable.
I Require an Availability of Resources and Tools
1 My third place needs to have parking, clean bathrooms, and resources that allow me to work and study.
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I Want Proper Outdoor Facilities
1 I think myself as well as other people would enjoy our third place more if the outdoor areas were improved.
I Want Comfortable Amenities
1 I want to feel comfortable and relaxed at my third place through the amenities it provides. Need comfortable seating.
I Want it to be Pet Friendly
1 I can bring and be with my pets.
I Require an Availability of Resources and Tools
1 I hate having to depend on the weather conditions to enjoy my third place.
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I ENJOY THE ATMOSPHERE I Want an Environment that Promotes Focus and Learning
2 It is a place where I got to focus on what I need to do.
I Want to Feel Relaxed
2 I want to be able to use music in my third place to help me relax.
I Want Pleasant Aesthetics
2 I need to be able to control how things look, the materials affect my experience.
I Need Auditory Stimulation
2 I feel comfortable in third places that have people white noise that keeps me awake to engage with others.
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I Want to Feel at Home Needs to feel like a home away from home. I want to have the sensation that I am going to my house to sit and drink coffee while I study.
I Want to Feel Motivated I want my third place to support me, to accomplish what I need to do.
IT IS VERSATILE AND ADAPTABLE I Want the Availability to Shut People Out
3 My third place needs to enable me to get away from people. I need to have the option to shut people out through headphones.
I Want a Variety of Consumables
3 My third place needs a variety of food and drink to help me recharge and give me energy. Food plays a social role in my third place, but I need to be able to purchase variety of food as well as to bring my own.
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I Want to be Able to Bring My Own Food and Drink and Sit
3 Need the availability to bring my own resources.
I Want it to be Versatile I am able to do many different activities in my Third Place Every time I go is a different experience
I Want Variety While Maintaining Comfortability I appreciate that my third place gives me a comfortable space to work or do other activities, but it needs to have the availability of the resources and tools I require.
I Want an Atmosphere that Adapts Based on Mood and Time of Day I want my third place to adjust to my mood based on the time of day and the people I am with.
I CAN BE SOCIAL AT THIS PLACE I Want to be with and Around Friends
4 Third Place supports the ability to be social with friends I Want a Social Environment.
I Want a Social Environment
4 I need to interact with other people in my Third Place. I socialize in my third place where I interact with friends and new people alike.
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I Want to Have Positive Interactions
4 My third place need to support my interactions with others.
I Want a Place Where I Can Make Memories
4 My third place is more important to me when there are memories connected to it.
IT PROVIDES FREEDOM I Want to Escape From Daily Routine
5 My third place is a place where I can truly be myself outside of my daily responsibilities and routine
I Want a Place Where I Can Rest
5 I need to interact with other people in my Third Place. I socialize in my third place where I interact with friends and new people alike.
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I Want to Feel Like it’s a Destination
5 I prefer outside 3 rd places because I appreciate nature and it feels more like a destination.
I Want it to be in a Convenient Location
5 Needs to be close to the other places that I spend my time, like work and home.
IT ALWAYS RELIABLE I Want it to Support my Consistency
6 I involve rituals in my third place by going at a specific time and certain activity.
I Want it to be Accessible During My Schedule
6 I need my third place to be open at certain times.
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Chapter IV — STORYTELLING
DEFINING RESEARCH: What is our topic?
Despite a series of painful brainstorming sessions, at the beginning of our Contextual Research Methods class, our group had only decided on one thing: we wanted our topic to be fresh and unique. Eventually, we stumbled upon the notion of a “third place” and were hooked. Throughout our journey, the subject hasn’t lost any of its original glamor and we’re excited to share our findings with you!
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DEVELOPING THE KEY QUESTIONS: How do we understand the consumer?
In order to discover what people’s third places were and how they felt about them, we had to compose a spreadsheet of questions that would lead us to this area of discussion. To achieve this, we implemented open and heart-based questions.
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LAUNCH A CULTURAL PROBE:
Using our questions to engage with consumers. Creating a simplified version of our prepped interview questions, we compiled a survey dedicated to amassing as many data points as possible. To engage our participants, we made answering the survey a game by having them toss their responses into a can representing their age demographic.
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ACCUMULATE INTERVIEWS:
Discover the habits and behaviors of consumers.
Our group divided and conquered ten interviews ranging from one to two hours that covered more in depth the subject of our key questions and survey responses. Our participants were either recruited from our Cultural Probe event or had lifestyles that provided insight into third places. Each session was recorded and transcribed for future data reference.
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LAUNCH A SENSORY CUE KIT: Review the ideal experience.
Designing a private room for our Sensory interviews, our team recruited both unsuspecting and pre-scheduled strangers to interact with our kit. We provided participants with a wealth of images and thumb tacks to post to categories printed on the walls, making sure to ask them questions about their choices along the way.
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DATA ANALYSIS:
Familiarizing ourselves with the data.
After the finality of our data accumulation came the time to type it all up. With over 200 data points collected from surveys, interviews, and the sensory cue kit, the length of our following spreadsheet proved intimidating yet rewarding. By grouping similar elements
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DATA SYNTHESIS:
Group and discover themes.
Making sure to keep our data randomized, our team transferred all of our research to a individual yellow sticky notes to begin the lengthy affinitization process. Slowly, we began to group and discover fascinating insights as we climbed past the blue and pink categorization process, eventually leaving us with a healthy set of green themes.
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PROJECT REFLECTION: Polish our data journey.
Creating this framework and finishing the last pages of our process books has been vastly helpful to the solidification of our data’s themes. Experiencing this process for the first time was just as rewarding as it was difficult, and we hope that we’ll get the chance to utilize our data in the future.
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DESIGN SOLUTIONS
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Headphones provided by the third place will allow you to listen to white noise, the music that is being played at your third place or your own music. 78
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Parking spaces outside of the third place, where you wait in your vehicle for your order to be brought to you. Able to order and pay over the phone or through app on mobile device. This eliminates the need to find parking, get out of vehicle and socialize with others.
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Replacing placing “buzzers� with polaroid cameras that allow you to take images while you wait for your food, drink. Atmosphere promotes social documentation through images and videos. The environment promotes social interactions both new and established through its aesthetics. 80
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Private room to rent for work or relaxation. Relaxation rooms provide comfortable and reclinable seating, a television with video watching services (Netflix/Hulu) the ability to order consumables from inside the room and have the delivered. Work rooms would have computers, outlets, large work surface and comfortable seating for focus and learning. Ability to order consumables from inside room and have them delivered.
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THE A–Z VOCABULARY A Affinitisation Affordance Analysis Assumptions (as in: lose them) Anthropology (“grandma discipline”)
B Behavior Bias Beeper Studies (where participants are prompted)
C Contextual
D Discover
E Emotion based research Ethnography (“Father discipline”) Evaluative research 82
F Field Research Framework (pertaining to the 5 phases process)
G Generative Research
H Human centered research
I Interviews
J Journaling Judgment Free
K Key Questions
L Learn 83
M eMotion Based Research
N aNthropology
O Observation
P Parking Lot (where premature ideas go) Patience
Q Quantitative & Qualitative
R Research
S aSsumpltions
T Talk
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U User centered research
V eValuative Research
W frameWork
X Xenophilia (professionally platonic)
Y Yielding Results
Z affinitiZation
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FINAL REFLECTION
The learning experience of Contextual Research methods has been so enriching. As a student majoring in Fashion Marketing and Management, the ethnographic methods thought through this course help me to understand customers background, culture, and behavior. Giving me a clear understanding how to satisfy there needs and wants in an overarching way. This class has support and increase my knowledge. In the future, I am certain that I will apply what I have learned in the work field. I Hope to find new ways to improve products and/or services that appeal more to costumers.
Carmen Maria Ponce
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GLOSSARY Affordance When a design is intuitive and not a manual of information. Is easy to understand you don’t need to read instructions and learn how to use it.
Stimulus
Using participatory co-creation research methods. Lextant uncovers what consumers want out of their product experiences from emotions and benefits, down to features and sensory cues. Physical stimulus as well as images and words help research participants. Articulate every aspect of the experience.
Contextual Research “Contextual research is an ethnographic research method that helps to understand what people do and why they do it.” (https://www.wickedproblems.com/4_methods_for_research.php)
Ethnography “The scientific description of peoples and cultures with their customs, habits, and mutual differences.” (https://en.oxforddictionaries.com)
Qualitative & Quantitative “Qualitative data are types of information that have aspects that are unable to be measured, or are found to be approximations.” “Quantitative data analysis that the researchers performed last month also took into account quantitative factors such as size and scope.” (http://www.businessdictionary.com/definition/qualitative-data.html).
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