good afternoon cohorts www.givingandgetting.tumblr.com
Strategies for Visual Research www.givingandgetting.tumblr.com
Define Stage Weeks 05 / 06
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adam burges
isabella fernandes obie campbell
Team
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Research problem www.givingandgetting.tumblr.com
“Choose an exisiting charity and design a means by which it can increase its fundraising and other resources. Make it easier for people to give, or make it easier to ask - or both.� RSA Student Design Awards brief
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client
tate
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message  increase donations on the day of visit
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Audience
  we are targeting pEOPLE WHO do not donate
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Context
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client: Tate
Goverment cuts
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client: Tate
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Audience: we are targeting pEOPLE WHO do not donatE
“ Our research has confirmed that Tate Modern and Tate Britain attract a completely diverse range of people. Tate want us to target all of their visitors and alienate none of them. We have to keep our target audience broad. This is the challenge!�
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Methodology
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we came up with some key research questions to help us develop a solution www.givingandgetting.tumblr.com
questions
What ways will people happily donate to charity? What things put people off donating to charities?
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research method #1 Interviewing family & friends
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findings WHAT WAYS WOULD YOU HAPPILY DONATE?
28% 21%
17% 10% 10% 6% 6% 2%
One off Donation
Sponsored Activities Buying Something Monthly Donation Working in Charity Shop Donating Objects Donating Time Direct Mail
WHAT THINGS PUT YOU OFF DONATING?
29% 12% 12%
9% 9% 9%
6% 6% 3% 3% 3%
Street Muggers Trying to Guilt Me Not Knowing Where the Money Goes Junk Mail No Money Not Supporting the Cause Repetitive Asking Useless Incentives Telephone Calls Door to Door Homeless Person
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findings are you aware if gov cuts to the arts
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questions
what are the main barriers to donating? what are the main reasons people do donate?
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research method #2 Donation box role playing
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findings
barriers
drivers www.givingandgetting.tumblr.com
research method #2 X Results Barriers
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questions
what do people carry in their wallets? what are people’s most common methods of transaction?
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research method #3 Contents of purses/wallets
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research method #4 Transaction cards
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findings MOST POPULAR METHOD OF TRANSACTION TO THE LEAST
OYSTER CARD DEBIT CARD COINS NOTES ONLINE PAYMENT
VOUCHER
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questions
how much is a visit to tate worth? what do people think they should donate? what would people actually donate? www.givingandgetting.tumblr.com
research method #5
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findings
£6 £4.50 £3
how much is a visit to tate worth
what do people think they should donate
what would people actually donate?
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questions
what language is effective when asking people to donate?
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research method #6
Language used on the Tate website and donation boxes
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RESearch method #7 Which 2 words do you like / dislike when asked to donate?
Support / Gift / Need / Please / Generosity Believe / Tate / Give / Enjoy / Soon / Visit Donate / Income / Future / Experience Cultural / Free / Keep / Make / Please Explore / Ensure / Every / Discover / Today Thankyou / Charity / Art / Work / Continue Difference / Care / Develop / Museum Love / Visitor / Counts / Involved / Help Keep / Add / Penny/ Show / London’s www.givingandgetting.tumblr.com
FINDINGS
Tone of language used
Needy Patriotic Friendly Funny positive www.givingandgetting.tumblr.com
questions
what percentage of funding is from the public? what is the average donation per visitor?
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RESearch method #8
Tate Messages
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FINDINGS
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findings
Shopping
Coat donation
Coat donation
Send a video message
Draw Ideas
Leave a opinion
Games for all ages
Interactive Zone
Explore the Tate
Views of London
Eat in the Cafes
Visit Exhibitions www.givingandgetting.tumblr.com
questions
number of donaters at other galleries Age / Gender of donators
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RESearch method #9
observing tate visitors www.givingandgetting.tumblr.com
FINDINGS PERCENTAGE OF VISITORS DONATING AT LONDON GALLERIES AND MUSUEMS
5.6%
1%
36%
Tate Modern
V&A
Science Museum * distorted due to the fact a team of fundraisers were on hand.
2.3%
1.2%
0%
Tate Britain
Natural History Museum
Imperial War Museum www.givingandgetting.tumblr.com
FINDINGS
amount of people from each age group that did / didn’t donate
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questions
how effective are donation boxes?
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RESearch method #11
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FINDINGS
Tate Modern
Imperial War
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FINDINGS
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questions
have we found any interesting/innovative/ ways of asking for donations?
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RESearch method #12
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FINDINGS Donating time or other resources.
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questions
do people donate when they visit galleries? what type of people do/ don’t donate?
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findings percentage of females donating / not donating
percentage of males donating / not donating
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findings
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key findings
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key Findings for defining the problem/solution
It is effective to ask outright but puts people off and doesn’t make it a pleasant experience. People prefer to donate out of choice. Raise awareness and remind people to donate. Language barriers “donation’ is a bad word! It is a barrier we should be asking them to question what their visit was worth, and think about leaving a tip. Encouraging all ages who do not donate. Method for donating not only cash i.e oyster card.
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Time plan
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Time plan
Week 6
beCOME MINI EXPERTS ABOUT BEHAVIORAL CHANGE - DESIGN WITH INTENT CARDS
IDEA’S GENERATION TOOLS - IDEO CARDS / CONCEPT CHALLENGE Week 7 finding solutions to develop the barriers
Week 8
CONCEPT CHALLENGE IDEAS PROTOTYPING
TESTING ON AUDIENCE AND CLIENT / FEEDBACK Week 9
Week 10
DELIVER / TESTING / DELIVER
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Expected outcomes
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possible outcomes
•c opywriting a better way to ask, language, signage etc •C ollaboration Does Tate have any link or affiliations with other galleries? Can all of London’s galleries and museums work together to increase awareness? •V isual aids charts etc... • E xperience put on something event specific, eg target the lates, the great tea give away! • innovative Methods for donating donating without money
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thank you any feedback? www.givingandgetting.tumblr.com