Insight & Innovation Marcus Gabrielsson October 30, 2012
Insight & Innovation - Kolding
What I do
Marcus Gabrielsson
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How it happened
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We have been nudging since 1969 and helped clients all over the world to increase sales and build brands
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From traditional development‌
Company
Idea Designers
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Customer
‌to the open innovation process
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Customer
Designers
Company Launch/Marketing
Research
Idea
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Develop Product/Service
10 Ground rules on generating insight
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Rule No 1: The purpose is generative: You don’t get solutions, you get a framing of the problem. Solutions & Ideas are for later! 9 Insight & Innovation - Kolding
Research Methods Stages
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User Insight What it is not!
Information = Insight Click to edit Master title style
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Rule No 2: Don’t think you know what they think, believe or feel. You are not the customer
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Rule No 3: Immerse yourself! Real people, in real context, whoever, whenever or wherever it may be. 13 Insight & Innovation - Kolding
Health aspects in Russia
Breakfast habits in Istanbul Malaria attitudes in Kenya
Raising a ch ild
parent in Milan Being a single with disabilit ie
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s in Sao Pau lo
Understanding Customer Support Service Interning at Post office
Research Methods Approach
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Rule No 4: Make sure to listen. What they want to say to you may not be what you or your client want to hear. 16 Insight & Innovation - Kolding
Rule No 5: Think Ergonomics3: Functional aspects Cognitive aspects Emotional Aspects 17 Insight & Innovation - Kolding
Ergonomics続 Framework
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Rule No 6: Make sure you capture the context of the experiences over time
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Create interesting and consistent experiences Connecting physical - digital Physical
People
Things
Environments
Interactions
Relationships, expectations, communications, interactions (who)
(what)
(where)
Digital 20 Insight & Innovation - Kolding
(how)
Rule No 7: The 8-80 rule of Qualitative Research
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Recruiting right
Family
Single
Introvert / Extrovert Neurotic / Relaxed Friendly / Hostile Goal oriented / Spontaneous Open / Conservative
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Single Par
ent
Couple
ersonality as Segment on p e, wallet size, well as life stag behavior etc!
Rule No 8: Dig deep! Not only what they think, most important is why
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What do they think and feel?
Why?
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Rule No 9: There is no right way in terms of methods. Be inventive, but careful!
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Observations Kitchen
Kenya
Japan
USA
Japan
USA
Korea
Bathroom
Russia
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France
Observations
Emotional Journey - Sho pping Experience
Shadowing & Customer Journey Customer Journey
•
Shopping experience, Train ride, on line purchase etc.
“Event, Effect, Opportun ity Analysis” of making 27 Insight & Innovation - Kolding
a cup of coffee
Boundary Analysis in sto re
Journey Mapping Collaborative mapping
1. MAPPING THE EXPER
IENCE WITH THE CUSTI MER
2. EXPERIENCE ANALY
SIS
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Group Discussions Focus/Buddy groups
1. HAVE THE CUSTOME R GATHER A BUNCH OF FRIENDS 2. BRING FOOD & DRINK S AND TOPICS FOR DIS CUSSION 3. LEARN A LOT!
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Client Co-Creation Landscaping
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Customer Co-Creation Exploring the concept of Trust
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Co- Analysis Time Laps Video
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Co- Analysis Speed Dating Evaluation/Test
Speed Dating w Co s: nsumers
Concept 1
Concept 2
Concept 1
Concept 2
Video review Concept 3
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Concept 3
Rule No 10: Have fun and involve your client!
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Insight & Innovation - Kolding