15. THE 1 MILLION DOLLARS
QUESTIONS:
1. Where is the conversation
happening?
2. How I can influence this
conversation?
3. How can I hear the conversation
before it becomes action?
17. What information do communities in
FATA and KPK need to make better
decisions that can improve their lives?
What are the most effective ways to get
them critical information? What sources
and channels are used and trusted?
How is technology changing how people
access or share information? What will these
behaviors look like in the next few years?
18. ‣Uses
ethnographic research approaches to
better understand people
‣Help
us learn about and interpret people’s
needs, motivations, aspirations, and how they
impact their behavior
‣Over
time, process reveals the complex
ecosystems in which people operate
DESIGN RESEARCH APPROACH
19. KEY TOOLS FOR THIS STUDY
SHADOWING
OBSERVATION
INTERVIEWS
22. THEME 1: INFORMATION FLOWS
From what sources does a person get the information he or she
needs? Once they get a piece of information, how do they
choose who to share it with?
23. THEME 2: TRUST
How do people determine whether a piece of news or
information is – or a source – is credible or trustworthy?
24. THEME 3: INFLUENCE
What is influence and reach of different information
sources? How is influence determined and measured?
25. THEME 4: TECHNOLOGY
& NEW MEDIA
How is new technology changing the ways people access,
share, create, and evaluate information? What new media
channels are people using, and for what purposes?
Impact: Design for Social Change | SVA | August 4, 2011
26. BENEFITS OF THIS APPROACH
‣NEW
ARE:
AND IMPROVED PROGRAMS/INITIATIVES THAT
‣
Improved, flexible, appropriate solutions
‣
Based on the actual needs of local communities
‣
Based on the actual capacities of local communities
‣
Informed by a deep understanding of the cultural and
political context
‣
Sustainable, based on observed trends of information
and technology behaviors into the future
‣
Higher probability of success/impact
27. DESIGN RESEARCH
Put people at the heart of problem-solving
Takes a systems approach to solutions
Identifies opportunities for impact
Guided conversations that allow us to discover and probe for respondents’ attitudes and thought processes
Ideally, conducted in private and in a natural setting
Can be scheduled or ad hoc
Can do several with one respondent
Approximately 1 hour in length
Uses a set of questions as a guide, not as a fixed rule
Will be a key tool throughout this project
Respondents self-report their responses to a specific question (or set of questions) to help us understand a particular habit, behavior, or process over time
Written responses
Short interviews at regular intervals
Photo or video diaries
Well-suited to young people
Documents and artifacts can tell us a lot about the people and cultures that produce or use them, based on how they are designed, distributed, and/or used:
Documents may include posters, brochures, advertisements, and other informational material aimed at our respondents
Artifacts may be anything that our respondents may use to access, share, or store information
Start 11:30am / 3 minutes each
What was the last piece of information you needed to get, that you had to search for?
How did you search for it? Once you had it, did you share it with anyone?
(We want to understand how information moves, and how do people choose certain sources, etc. Not just focused on media.)
What sources do you trust? What sources do you always question? Why?
Photo –Daily Mashrique Popular newspaper Mohmand
Protests in Mohmand – against movie Sept 2012
Is solution oriented: not research for the sake of research