MOV1. Violinist music
MOV2. Music from sculpture
Task : Create a music instrument or piece from ‘Found’ things – use it to convey your current emotional state.
Month: October 2014
Assessment items :Best & Worst in research methods
– PERSONA is sure can supplement the overall expected / partially whether to
– observation / questionnaire / Intuitive specific data
– in-depth interview / May be skewed in the wrong direction / forms and standard difficulty
– secondary research -> observation Widespreadly
– Contextive Research -> utilizing Big Data
Best
– secondary research : using a big data
– observation : it is very directly specific data -> able to activate to idea & questionnaires
Worst
– in-depth interview : It is inclined to bias or difficult to make data form
What worked well
1. Easy to participate
2. Easy to observe
3. Snowball sampling
4. Up to date reports a trend and statistics
5. In depth interview
6. opportunity map
7. ethnography
What didn’t work well
1. interview
2. questionnaire (find inf right people)
3. secondary research
4. getting people to sign ethics form
5. difficult to observe
6. Finding right people
7. Finding proper business model
8. hard to match journey through lack of observation
9. Time management
10. The would interview scared people
11. ethnography
12. planning time
User centred design process
16th October (Thursday)
2pm – 4pm, User centred design process – set homework
<Reading Books>
1. A practical Guise to Usability
2. The art of innovation
3. The Design of Everyday Things
4. Pleasure with Products
<Contents>
Overview
1.User centred Design Process
2. Rapid Prototyping
3. Assessing Customer Need
Personal Tutorial_01
1. Resume + Background
2. My research area
3. Question / Advice
LCD creativity process
9th October (Thursday)
2pm – 4pm, LCD creativity process
Ethnography & Quantitative Research
8th October 2014 (Wednesday)
10am – 1pm, Lecture 3, Ethnography
2pm – 5pm, Lecture 4, Quantitative Research
Warm-up Project #1_How to improve the user experience of travellers in Cardiff, either by Bicycle
¤Tasks
¤Pick a target group (market segment) and area of focus (bus, train, bicycle)
¤Conduct secondary research (what research has been conducted previously)
¤Look into competitive solutions on the market in Cardiff and elsewhere around the world
¤Try out a range of qualitative research methods (observation, chatting to people, participation, focus groups)
Discussion of context project focus
2nd October (Thursday)
2pm – 4pm, Discussion of context project focus / options, PDP, motivation and values
Market Analysis
1st October 2014 (Wednesday)
2pm – 5pm, Lecture 2, Market Analysis
Iterate through market analysis, customer need assessment, rapid prototyping and problem solving
Innovation Process
1. Market Analysis
¤Who are your customers?
¤What are your competitors doing?
¤What are the current trends in your industry?
¤Are there other customers out there who might be interested in new products and services you could offer?
2. Assessment of customer needs
Discover unmet customer needs by:
Listening to “what they say”
Observing “what they do”
Observing “what they use”
3.Rapid prototyping
¤Rapidly mockup your ideas and test them with target customers
¤Use storyboarding techniques to explain your ideas
4.Problem solving
¤Brainstorming
¤Gather together a group with diverse skills
¤External Stimuli
¤Look at many sources for inspiration both related and unrelated
¤Question Things
¤Why? Why? Why?
Which customers to target?
¤Use market segmentation methods to help
¤The process whereby (potential) customers are organised into groups of ‘similar’ type
¤Find the cultural group that is most important customer to you
Market Segmentation
¤For business to business
¤Look at trends in the market
¤Find your target business customers
¤But don’t just look at general statistics
¤Gain details on all potential target businesses
¤Purchase business directories
¤Companies house
¤Articles
¤Direct interaction
¤For business to business
¤Narrow down your focus based on attributes such as location, current needs, financial standing, …
¤For business to consumer
¤Look at trends in the market
¤Which social group is your target customer?
¤Look at needs of different social groups
¤Look at location
Market Segmentation Methods
¤Psychographic segmentation
¤Based on different social groups
¤Values, attitudes, behaviour and trends
Personas
¤A description of a key target customer covering their age, job, location, interest, hobbies, activities etc.
¤Personas can be used to make sure there is an understanding who the target customers are
¤Personas can cover behaviours, motivations, beliefs and values
Personas help make sure that all design decisions are made with their customers in mind.
Research Methods Overview
The Five ‘W’s
¤What is my research?
¤Why do I want to do the research?
¤Who are my research participants?
¤Where am I going to do the research?
¤When am I going to do the research?
Secondary Research
¤Define your target market
¤Find out the potential size of your market
¤Populations in the area you are focusing on
¤Statistics on breakdown of population, e.g. percentage of different age groups, income levels, unemployment rates etc.
¤Find what is ‘state of the art’
¤Best practice around the world
¤What your competitors are doing
¤Latest (technology & market) trends
¤Use the following sources to find market information and to estimate possible revenues
¤Reports from Mintel, IDC, Gartner, …
¤National Statistics (www.statistics.gov.uk)
¤Companies House (www.companieshouse.gov.uk)
¤Business directories
¤General Internet searches
Primary Research
¤Quantitative Research
¤Concerned with “the measurement of a market and includes areas such as market size, the size of the market segments, brand shares, purchase frequencies,” etc.
¤Qualitative Research
¤Concerned with “empathizing with the consumer and establishing the meanings that he or she attaches to products, brands and other marketing objects”
“Motivation, e.g. why does one product rather than another meet consumer needs and what are these needs that are being met”
Hague (2002), “Market Research – a guide to planning, methodology & evaluation”
Primary Research
¤Qualitative research normally used for exploratory research and to help define concepts
¤Observation, focus groups, in-depth interviewing
¤More subjective, small sample sizes
¤Understanding culture
¤Values, Beliefs, Motivations, Behaviours
¤Qualitative Research
¤One-on-one interviews, observation, focus groups
¤Gives in-depth understanding of customer needs
¤Quantitative Research
¤Questionnaires, surveys,
¤Provides broader statistical information
¤Covers a larger population (statistically valid)
¤Helps validate ideas or results from qualitative research
Define your research objectives
¤What is it that you need vitally to know?
¤Who are the customers to sample for this information?
¤How are you going to undertake the research?
¤When am I going to do the research?
JUNE'S MUSEUM 