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Steve Portigal
ICSID/IDSA Connecting 07
October 19, 2007




Connecting the Play of Improv with the Work of
Ethnographic Research




  1
This Talk

An (quick) exploration of the connections
between two very different tools (improv
and ethnography)
      – Also available as a half-day workshop
      – Google “portigal improv capstone” or “portigal
        improv dux” to read more about full workshop




                                                                                   2
©2007 Portigal Consulting   steve@portigal.com           http://www.portigal.com
About Portigal Consulting

  We help companies discover and act on
  new insights about themselves and their
  customers




                                                                           3
©2007 Portigal Consulting   steve@portigal.com   http://www.portigal.com
What is User Research?

      Examine users (consumers, professionals, whoever) in their own
•
      context
       – What are they doing (“usage”)
       – What does it mean


      Infer (interpret/synthesize/etc.)
•
       – Find the connections
       – We are not simply collecting data but are processing it to find the insights


      Apply to business or design problems
•
       – Use products, services, packaging, design to tell the right story




                                                                                        4
©2007 Portigal Consulting      steve@portigal.com             http://www.portigal.com
Examine Users?

      Observation
1.
       – Watching what people are doing, how they do it


      Interviewing
2.
       – Interacting directly with some people who can shed light on our problem,
         (customers, users, former customers, future users, lead users)
       – Asking questions, doing exercises, showing artifacts
       – Listening to what they say, how they say it, what they don't say
       – Paying attention to where what they say and what they do does not align


      Understanding cultural context
3.
       – Considering the culture within which our people are making decisions
       – Looking at media, trends, advertising, and other symbols of cultural quot;normsquot;




                                                                                        5
©2007 Portigal Consulting     steve@portigal.com            http://www.portigal.com
Outcomes

      Improvements to internal processes for innovation
•

      Insights about people and their environments
•

      Concepts for products, services, communications, etc. that support
•
      new insights
      Understanding of barriers to adoption
•
       – Features, meaning, stories or other triggers that can overcome those barriers
      Learning about the culture in a new market
•

      Detailed, specific task-related needs
•

      Evaluation and prioritization of features/concepts/solutions
•

      Exposure to the details of the lives of “real people”
•




                                                                                         6
©2007 Portigal Consulting     steve@portigal.com            http://www.portigal.com
Recent Projects
      Who/What we                What was being                     Key Insight
        studied                    designed
 New mothers                Infant formula packaging       Lack of feedback when
 preparing and                                             following instructions led to
 serving infant                                            non-compliance
 formula
 Ritual of opening and Credit-card newsletter              Consumers make rapid
 sorting mail                                              decisions to discard items
                                                           not perceived to be of
                                                           value; specific details cue
                                                           (lack of) value
 Workflow and               Next-generation interface      Despite sharing most of the
 environment of             for trading software;          market with one other
 currency traders           internal business              player, startups were
                            processes; customer-           capturing mindshare and
                            facing strategic initiatives   deskshare


                                                                                           7
©2007 Portigal Consulting     steve@portigal.com           http://www.portigal.com
Recent Projects
      Who/What we                What was being                   Key Insight
        studied                    designed
 Construction workers High-value and high-               To sell a high-end version
 and their gear       performance protective             of an otherwise free product
                      headwear                           requires creating pull by
                                                         improving performance as
                                                         well as aesthetics
 Communication and          Digital tools for            Leverage the “culture of
 collaboration              collaboration and            celebrity” by tagging
 practices of               knowledge management         documents with human data
 knowledge workers                                       (name, image, etc.)
 at large multinational
 corporation
 Music enthusiasts          Online service for           Users of apps other than
 and their MP3              managing digital music       iTunes had abandoned any
 collections                and ripping/distributing     notion of managing and
                            existing music collections   organizing digital collections

                                                                                          8
©2007 Portigal Consulting     steve@portigal.com         http://www.portigal.com
Improv

Funny will come…




9
What it isn’t

      Improv is not stand-up comedy
•
      (it’s the name of a chain of comedy clubs)
•


      In contrast to improv, stand-up is
•
       – Highly scripted
       – Rehearsed with timing nailed down to the
         nanosecond




                                                                              10
©2007 Portigal Consulting   steve@portigal.com      http://www.portigal.com
What it is

      A form of performance that is highly constrained but with several open
•
      parameters

      Unscripted
•
       – Specifics assigned right before performance starts
       – “Your first idea is often your best idea”
      Emphasis on being “playful” more than being funny
•
       –   “I could never do that, because I’m not funny”
       –   It can be (at times) funny to watch, but not about trying to be funny
       –   “The funny will come”
       –   “Don’t let logic impede your fancy”

      Moving the body – connections to dance
•


      Cheaper than therapy
•


                                                                                          11
©2007 Portigal Consulting       steve@portigal.com              http://www.portigal.com
Improv, Applied

      Entertainment
•
      Acting
•
      Corporate training
•
       – Meeting facilitation and brainstorming
       – Help companies become more “creative”
             – Parallels with “Drawing on the right side of the brain”
       – Pixar: used improv to create “the most trusting environment possible where
         people can screw up”…when someone suggests an idea, others should
         respond with “Yes, and ...,”


      Product ideation
•
       – “Informance” (from Interval) - give in to the urge to demonstrate
       – Take personas and extend them
      User research
•
       – Users show what they can't talk about, free from constraints of what is (now
         vs. the future)


                                                                                                   12
©2007 Portigal Consulting           steve@portigal.com                   http://www.portigal.com
Benefits

      Learning by doing
•
       –   Collaboration (“throw an idea”)
       –   Humor
       –   Timing
       –   Presentation
       –   Listening


      Did I mention therapy?
•




                                                                            13
©2007 Portigal Consulting    steve@portigal.com   http://www.portigal.com
Let’s Play

     Storytelling Circle
1.
     Broken Telephone, v2.0
2.




14
Exercises

      What did we see?
•
      Molotch on change and conformity in balance in
•
      product usage
       “Folks pick up on the surrounding cultures in at least
       somewhat idiosyncratic ways…Even with a world of
       conformers, each conformer thus acts differently. With each
       striving to emulate the other, there will be a never-ending
       chain of adoptions and adaptations that, as they move
       throughout the network, change the substance.”




                                                                                      15
©2007 Portigal Consulting     steve@portigal.com            http://www.portigal.com
Ethnography

The Story of a Culture




16
Ethnography?

      Ethnographic interviews
•
      Video ethnography
•
      Depth-interviews
•
      Contextual research
•
      Home visits
•
      Experience modeling
•
      Design research
•
      User-centered design
•
      Observational research
•
      Camera studies
•
      User safaris
•




                                                                           17
©2007 Portigal Consulting   steve@portigal.com   http://www.portigal.com
Ethnography?

      Ethnographic interviews
•
      Video ethnography
•
      Depth-interviews
•



    What-ever!
      Contextual research
•
      Home visits
•
      Experience modeling
•
      Design research
•
      User-centered design
•
      Observational research
•
      Camera studies
•
      User safaris
•




                                                                           18
©2007 Portigal Consulting   steve@portigal.com   http://www.portigal.com
Ethnography

      Examine users (consumers or other) in their own context
•
       – What are they doing
       – What does it mean


      Infer (interpret/synthesize/etc.)
•
       – Find the connections
       – The ethnographer is the “apparatus”


      Apply to business problems
•
       – Use products, services, packaging, design to tell the right story




                                                                                  19
©2007 Portigal Consulting   steve@portigal.com          http://www.portigal.com
Benefits

      Learning about yourself and your own culture by having an opportunity
•
      to reflect it against things you didn't know
       – Understand “social norms” – i.e., how messy your house is
       – Your own reaction is data


      Human beings are judging beings
•




                                                                                    20
©2007 Portigal Consulting    steve@portigal.com           http://www.portigal.com
Techniques

      Listening
•
      Listening
•
      Listening
•
       – Listening
       – Listening
      Note: most people actually can’t do this without extensive training and
•
      practice
      Listening is more than simply not talking when the other person talks
•
       – How is what you do next, after they finish talking, influenced by what they just said,
         or have said previously?
       – Looks and feels like ordinary conversation – but isn’t


      Theater of interviewing – the video camera is an example of a quot;propquot;
•
      (Goffman)

                                                                                                  21
©2007 Portigal Consulting      steve@portigal.com             http://www.portigal.com
Connecting

What do you get?




22
The Overlaps

      Balancing a “plan” with being in the moment
•
       – In ethnography, an interview guide is used to anticipate the flow of the discussion,
         but it can go in new directions – that’s the surprise you are looking for – the
         connections the user makes
       – In improv, the basics of the game give structure, we have a beginning, and then we
         “look for the ending”
      “Yes, and”
•
       – “I’m a crab” – “No, you’re a lobster with an attitude problem”
       – TiVo interview
       – No wrong answers – suspending judgment
      Make your best contribution by not talking
•
       –   Giving space to others
       –   Multiple interviewers
       –   Allow learning to happen
       –   Let there be silence interviewing technique


                                                                                                23
©2007 Portigal Consulting      steve@portigal.com             http://www.portigal.com
Learning By Doing

      Things have meaning
•
       – Clichés and other cultural shorthand
       – Populate a scene with “space props” – but everyone recognizes them!


      Improv is a form of prototyping
•
       – We don't know what it is until we play it out


      New insights from being inside the experience
•
       – Getting to another perspective requires being open and surrendering some of your
         own perspective
       – But also a process for getting there – these discoveries don’t happen without work




                                                                                              24
©2007 Portigal Consulting      steve@portigal.com           http://www.portigal.com
A-ha

      In interviews we experience “synthesis in place”
•
       – Not data collection for it's own sake, but to create and
         achieve new insights and see new patterns
       – Experiential, flow-like moments
       – Silence the inner critic (or “gatekeeper”) - get past the
         “stacked” ideas
             – By bringing in energy and spontaneity
             – By slowing down and bringing in silence (!)
       – “How do you know when it’s an important story”
       – Spider-sense, camera zooming


      In improv, we’re performers without a script
•
       – “Look for the ending”
       – Know when the scene has hit its high point




                                                                                         25
©2007 Portigal Consulting          steve@portigal.com          http://www.portigal.com
So What?

      For our purposes, consider improv and ethno as
•
      similar flipsides of the same coin – tools that
      drive and inform innovation
      Without being preachy, our list includes
•
       – Listening
       – Participatory learning
       – Open-ended exploration (balanced with an agenda)
       – Acting out/prototyping
       – Yes, and…
       – Getting outside of your zone
       – Understand the environment
       – The learner facilitates the teacher (bottom-up vs. top-
         down)
       – Others?



                                                                                        26
©2007 Portigal Consulting      steve@portigal.com             http://www.portigal.com
Resources




                                                                           27
©2007 Portigal Consulting   steve@portigal.com   http://www.portigal.com
Contact Information
Portigal Consulting
2311 Palmetto Ave., Suite D1
Pacifica, CA
USA
+1-415-385-4171

steve@portigal.com
http://www.portigal.com




                                                                           28
©2007 Portigal Consulting   steve@portigal.com   http://www.portigal.com

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Connecting The Play of Improv with The Work of Ethnographic Research

  • 1. Steve Portigal ICSID/IDSA Connecting 07 October 19, 2007 Connecting the Play of Improv with the Work of Ethnographic Research 1
  • 2. This Talk An (quick) exploration of the connections between two very different tools (improv and ethnography) – Also available as a half-day workshop – Google “portigal improv capstone” or “portigal improv dux” to read more about full workshop 2 ©2007 Portigal Consulting steve@portigal.com http://www.portigal.com
  • 3. About Portigal Consulting We help companies discover and act on new insights about themselves and their customers 3 ©2007 Portigal Consulting steve@portigal.com http://www.portigal.com
  • 4. What is User Research? Examine users (consumers, professionals, whoever) in their own • context – What are they doing (“usage”) – What does it mean Infer (interpret/synthesize/etc.) • – Find the connections – We are not simply collecting data but are processing it to find the insights Apply to business or design problems • – Use products, services, packaging, design to tell the right story 4 ©2007 Portigal Consulting steve@portigal.com http://www.portigal.com
  • 5. Examine Users? Observation 1. – Watching what people are doing, how they do it Interviewing 2. – Interacting directly with some people who can shed light on our problem, (customers, users, former customers, future users, lead users) – Asking questions, doing exercises, showing artifacts – Listening to what they say, how they say it, what they don't say – Paying attention to where what they say and what they do does not align Understanding cultural context 3. – Considering the culture within which our people are making decisions – Looking at media, trends, advertising, and other symbols of cultural quot;normsquot; 5 ©2007 Portigal Consulting steve@portigal.com http://www.portigal.com
  • 6. Outcomes Improvements to internal processes for innovation • Insights about people and their environments • Concepts for products, services, communications, etc. that support • new insights Understanding of barriers to adoption • – Features, meaning, stories or other triggers that can overcome those barriers Learning about the culture in a new market • Detailed, specific task-related needs • Evaluation and prioritization of features/concepts/solutions • Exposure to the details of the lives of “real people” • 6 ©2007 Portigal Consulting steve@portigal.com http://www.portigal.com
  • 7. Recent Projects Who/What we What was being Key Insight studied designed New mothers Infant formula packaging Lack of feedback when preparing and following instructions led to serving infant non-compliance formula Ritual of opening and Credit-card newsletter Consumers make rapid sorting mail decisions to discard items not perceived to be of value; specific details cue (lack of) value Workflow and Next-generation interface Despite sharing most of the environment of for trading software; market with one other currency traders internal business player, startups were processes; customer- capturing mindshare and facing strategic initiatives deskshare 7 ©2007 Portigal Consulting steve@portigal.com http://www.portigal.com
  • 8. Recent Projects Who/What we What was being Key Insight studied designed Construction workers High-value and high- To sell a high-end version and their gear performance protective of an otherwise free product headwear requires creating pull by improving performance as well as aesthetics Communication and Digital tools for Leverage the “culture of collaboration collaboration and celebrity” by tagging practices of knowledge management documents with human data knowledge workers (name, image, etc.) at large multinational corporation Music enthusiasts Online service for Users of apps other than and their MP3 managing digital music iTunes had abandoned any collections and ripping/distributing notion of managing and existing music collections organizing digital collections 8 ©2007 Portigal Consulting steve@portigal.com http://www.portigal.com
  • 10. What it isn’t Improv is not stand-up comedy • (it’s the name of a chain of comedy clubs) • In contrast to improv, stand-up is • – Highly scripted – Rehearsed with timing nailed down to the nanosecond 10 ©2007 Portigal Consulting steve@portigal.com http://www.portigal.com
  • 11. What it is A form of performance that is highly constrained but with several open • parameters Unscripted • – Specifics assigned right before performance starts – “Your first idea is often your best idea” Emphasis on being “playful” more than being funny • – “I could never do that, because I’m not funny” – It can be (at times) funny to watch, but not about trying to be funny – “The funny will come” – “Don’t let logic impede your fancy” Moving the body – connections to dance • Cheaper than therapy • 11 ©2007 Portigal Consulting steve@portigal.com http://www.portigal.com
  • 12. Improv, Applied Entertainment • Acting • Corporate training • – Meeting facilitation and brainstorming – Help companies become more “creative” – Parallels with “Drawing on the right side of the brain” – Pixar: used improv to create “the most trusting environment possible where people can screw up”…when someone suggests an idea, others should respond with “Yes, and ...,” Product ideation • – “Informance” (from Interval) - give in to the urge to demonstrate – Take personas and extend them User research • – Users show what they can't talk about, free from constraints of what is (now vs. the future) 12 ©2007 Portigal Consulting steve@portigal.com http://www.portigal.com
  • 13. Benefits Learning by doing • – Collaboration (“throw an idea”) – Humor – Timing – Presentation – Listening Did I mention therapy? • 13 ©2007 Portigal Consulting steve@portigal.com http://www.portigal.com
  • 14. Let’s Play Storytelling Circle 1. Broken Telephone, v2.0 2. 14
  • 15. Exercises What did we see? • Molotch on change and conformity in balance in • product usage “Folks pick up on the surrounding cultures in at least somewhat idiosyncratic ways…Even with a world of conformers, each conformer thus acts differently. With each striving to emulate the other, there will be a never-ending chain of adoptions and adaptations that, as they move throughout the network, change the substance.” 15 ©2007 Portigal Consulting steve@portigal.com http://www.portigal.com
  • 17. Ethnography? Ethnographic interviews • Video ethnography • Depth-interviews • Contextual research • Home visits • Experience modeling • Design research • User-centered design • Observational research • Camera studies • User safaris • 17 ©2007 Portigal Consulting steve@portigal.com http://www.portigal.com
  • 18. Ethnography? Ethnographic interviews • Video ethnography • Depth-interviews • What-ever! Contextual research • Home visits • Experience modeling • Design research • User-centered design • Observational research • Camera studies • User safaris • 18 ©2007 Portigal Consulting steve@portigal.com http://www.portigal.com
  • 19. Ethnography Examine users (consumers or other) in their own context • – What are they doing – What does it mean Infer (interpret/synthesize/etc.) • – Find the connections – The ethnographer is the “apparatus” Apply to business problems • – Use products, services, packaging, design to tell the right story 19 ©2007 Portigal Consulting steve@portigal.com http://www.portigal.com
  • 20. Benefits Learning about yourself and your own culture by having an opportunity • to reflect it against things you didn't know – Understand “social norms” – i.e., how messy your house is – Your own reaction is data Human beings are judging beings • 20 ©2007 Portigal Consulting steve@portigal.com http://www.portigal.com
  • 21. Techniques Listening • Listening • Listening • – Listening – Listening Note: most people actually can’t do this without extensive training and • practice Listening is more than simply not talking when the other person talks • – How is what you do next, after they finish talking, influenced by what they just said, or have said previously? – Looks and feels like ordinary conversation – but isn’t Theater of interviewing – the video camera is an example of a quot;propquot; • (Goffman) 21 ©2007 Portigal Consulting steve@portigal.com http://www.portigal.com
  • 23. The Overlaps Balancing a “plan” with being in the moment • – In ethnography, an interview guide is used to anticipate the flow of the discussion, but it can go in new directions – that’s the surprise you are looking for – the connections the user makes – In improv, the basics of the game give structure, we have a beginning, and then we “look for the ending” “Yes, and” • – “I’m a crab” – “No, you’re a lobster with an attitude problem” – TiVo interview – No wrong answers – suspending judgment Make your best contribution by not talking • – Giving space to others – Multiple interviewers – Allow learning to happen – Let there be silence interviewing technique 23 ©2007 Portigal Consulting steve@portigal.com http://www.portigal.com
  • 24. Learning By Doing Things have meaning • – Clichés and other cultural shorthand – Populate a scene with “space props” – but everyone recognizes them! Improv is a form of prototyping • – We don't know what it is until we play it out New insights from being inside the experience • – Getting to another perspective requires being open and surrendering some of your own perspective – But also a process for getting there – these discoveries don’t happen without work 24 ©2007 Portigal Consulting steve@portigal.com http://www.portigal.com
  • 25. A-ha In interviews we experience “synthesis in place” • – Not data collection for it's own sake, but to create and achieve new insights and see new patterns – Experiential, flow-like moments – Silence the inner critic (or “gatekeeper”) - get past the “stacked” ideas – By bringing in energy and spontaneity – By slowing down and bringing in silence (!) – “How do you know when it’s an important story” – Spider-sense, camera zooming In improv, we’re performers without a script • – “Look for the ending” – Know when the scene has hit its high point 25 ©2007 Portigal Consulting steve@portigal.com http://www.portigal.com
  • 26. So What? For our purposes, consider improv and ethno as • similar flipsides of the same coin – tools that drive and inform innovation Without being preachy, our list includes • – Listening – Participatory learning – Open-ended exploration (balanced with an agenda) – Acting out/prototyping – Yes, and… – Getting outside of your zone – Understand the environment – The learner facilitates the teacher (bottom-up vs. top- down) – Others? 26 ©2007 Portigal Consulting steve@portigal.com http://www.portigal.com
  • 27. Resources 27 ©2007 Portigal Consulting steve@portigal.com http://www.portigal.com
  • 28. Contact Information Portigal Consulting 2311 Palmetto Ave., Suite D1 Pacifica, CA USA +1-415-385-4171 steve@portigal.com http://www.portigal.com 28 ©2007 Portigal Consulting steve@portigal.com http://www.portigal.com