WHAT IT IS:
Participants use provided stimuli—or create
their own—in order to get at the quality of
how they feel about a product, service, or
experience. It inspires storytelling impulses in
participants, so they have better access to
stories about their subjective experiences.
WHY IS IT VALUABLE:
• Gets people comfortable both doing and
• Doesn’t require reading literacy
• Easy to understand
WHEN TO USE IT:
This is a great icebreaker or ﬁrst activity.
Then, consider following it with a Create or
EXAMPLE: When designing a new pest repellent product, frog asked mothers to
put together a collage of pictures and images to describe to us what protecting
their child means to them. This helped the team to understand how they view
themselves, the people around them, and products and services when it comes
to protecting their most valuable asset: their children.
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