The document discusses new techniques for design research, including quick hits which are 10-minute phone interviews conducted at different times, friendship groups which are focus groups made up of 3-4 people who already know each other, immersion journeys where clients participate in field research, social graphs where participants define their various roles, and de/re-construct where participants describe words taken for granted. It also discusses using brands as metaphors to inspire new perspectives and emphasizes the importance of always questioning the status quo with "what if" scenarios. The overall message is that traditional focus groups and interviews can be reimagined to make research more engaging, active and fun for participants.
5. @motivate_design | #WhatIF
What if there were no
two-way mirrors?
What if we reach for
bigger and better?
What if we never ran
focus groups again?
What if our only
recruiting criteria
was creativity?
7. @motivate_design | #WhatIF
LANDSCAPE OF NEW TECHNIQUES
FRIENDSHIP GROUPS
Quick
Lengthy
BRAND METAPHORS
IMMERSION JOURNEYS
ExpansiveTargeted
QUICK HITS
SOCIAL GRAPH
RE/DE-CONSTRUCT
8. @motivate_design | #WhatIF
What if...
!
Participants didn’t have the time to
sit for an hour-long interview?
@motivate_design | #WhatIF
9. @motivate_design | #WhatIF
1. QUICK HITS
What...
!
10-minute interviews at different times of day, different
times of the week.
!
Typically phone interviews, but format can be mixed up.
10. @motivate_design | #WhatIF
Priorities and routines
differ depending on the
day, week and month (e.g.,
rent vs. pay day)
A look into what exists
outside of the usual
interview space
Contradictions on
“habits/routines”
Why…
1. QUICK HITS
11. @motivate_design | #WhatIF
How to use it...
Cross-check the impact of
moods and emotions.
!
Conversations help gain
perspective on divergent
answers and contradictions.
Tips...
Schedule interviews and
clearly explain expectations.
!
Uncover various emotions
through time-lapse surveys.
1. QUICK HITS
14. @motivate_design | #WhatIF
Social connections
support and inform
our decisions.
Friends know when
the other is lying.
Friends feel
comfortable agreeing
AND disagreeing.
Why…
2. FRIENDSHIP GROUPS
15. @motivate_design | #WhatIF
How to use it...
Rethink recruiting: hand-select
specific creatives, thinkers and
innovators.
!
Push the envelope: create
and run a series of mind-
challenging activities.
Tips...
Have fun!
!
Encourage creativity!
2. FRIENDSHIP GROUPS
18. @motivate_design | #WhatIF
Clients can own the
process and truly
empathize with users.
A bad experience can
be a rejuvenating
experience.
Look at other industries
for inspiration and
learn from their errors.
Why…
3. IMMERSION JOURNEYS
19. @motivate_design | #WhatIF
How to use it...
Get rid of the two-way mirror.
!
This is a teaching moment.
!
Tips...
Consider your clients as part of
the research team.
!
Be prepared for clients to feel
uncomfortable; this is OK.
3. IMMERSION JOURNEYS
20. @motivate_design | #WhatIF
What if...
!
We could see how users define all
their roles in the world?
@motivate_design | #WhatIF
21. @motivate_design | #WhatIF
4. SOCIAL GRAPH
What...
!
A verbal or written way for users
to define who they are to their
circles (e.g., themselves, their
closest, their network, etc.).
!
WHO ARE YOU TO...?
THE COSMOS
YOURSELF
Y
O
U
R
CLOSEST (FRIENDS &
FA
M
ILY)
YOUR NETWORK
THE WORLD
22. @motivate_design | #WhatIF
Help people reflect
on who they are.
Reframe the conversation
beyond wants and needs.
Identify people and
contexts of influence.
Why…
4. SOCIAL GRAPH
23. @motivate_design | #WhatIF
How to use it...
As an intro to your
participants during in-
home interviews.
!
Don't take the findings
literally; this is a
conversation starter!
Tips...
Fill in an example, sometimes
it can feel abstract.
4. SOCIAL GRAPH
24. @motivate_design | #WhatIF
What if...
!
We brought attention to words
that are taken for granted?
@motivate_design | #WhatIF
26. @motivate_design | #WhatIF
Overused words
have lost their
ability to wow.
!
Different approaches
that are not industry-
specific to get the word.
Allows us to see how
people define the complex
(e.g., personal anecdotes,
perpendicular thought).
Why…
5. DE/RE-CONSTRUCT
27. @motivate_design | #WhatIF
How to use it...
Play games! Take a cue from
Ellen and play Heads Up.
Tips...
Throw in some random words
too, keeping them on their toes.
!
Encourage creativity! Any way
to describe the word is fair.
5. DE/RE-CONSTRUCT
35. @motivate_design | #WhatIF
What...
!
Using brands as a metaphor (e.g., “What if Uber was a grocery store?”).
!
Attribute brand characteristics and promises to another experience.
!
!
6. METAPHOR BRANDS
36. @motivate_design | #WhatIF
Ability to see traditional
experiences with a new,
fresh perspective –
inspiration!
Think outside of the
limitations imposed
on business.
Identify important
elements of a brand or
an experience.
!
!
Why…
6. METAPHOR BRANDS
37. @motivate_design | #WhatIF
How to use it...
Frame how you want participants
to select a brand (e.g., the most
disruptive, favorite, controversial)
!
Sketch their brand experience and
new experience, making
connections at each touchpoint.
Tips...
Use this activity as a point to
dive deeper into a specific topic.
6. METAPHOR BRANDS
38. @motivate_design | #WhatIF
WHAT WE LOVE !
Participants are having FUN!
!
Observers are more ENGAGED!
!
Everyone is ACTIVE!
!
!
!
!
!
!
!
!
!
39. @motivate_design | #WhatIF
KEEP CHANGING
!
!
What if… paper didn’t exist?
What if… we all owned 3-D printers?
What if… we all lived in Smart Homes?
!
Tell us your ideas!
!
KEY TAKEAWAY IS TO ALWAYS ASK THE WHAT-IFS!
How can we go beyond today’s research methodology?