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From Research to Co-Creation: how technology reframes participation and qualitative research methods

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In this deck we talk about broad trends, and how they influence our approach, processes and practice. We continue to apply them, to continue to engage our consumers and clients in much more participative ways. Presented at Center for Emerging Economies, IIM Lucknow, Noida Campus. April 2014

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From Research to Co-Creation: how technology reframes participation and qualitative research methods

  1. 1. From Research to Co-creation how technology reframes participation! and qualitative research methods! ! ! ! ! ! ! dina mehta | convo.org | @dina! shubhangi athalye I convo.org! ! april 21, 2014! Copyright:+convo.org.+All+rights+reserved+with inputs from stuart henshall who is Convo’s co-creation chief!!
  2. 2. ‘Hi$my$name$is$ Shubhangi….$ there$are$no$right$ wrong$ answers…….”$ Why we’re here today! To start a Convo about why CO-CREATION and IMMERSIONS are the Future Copyright:+convo.org.+All+rights+reserved+ We’ve+been+doing+focus+ groups+more+or+less+the+ same+way+for+the+last+ 25+yrs+and+more+
  3. 3. Today’s Agenda 1.  Trends: from research to co-creation 2.  Pocket Strategy: the tool in our pockets 3.  Blographies: engaging consumers and clients 4.  Learning Journeys: immersive, contextual, visceral learning 5.  Co-creation: telling better stories 6.  Client Delight: and challenges! Copyright:+convo.org.+All+rights+reserved+
  4. 4. Trend 1: Data is everywhere How do we make it more useful? “We never, ever in the history of mankind have had access to so much information so quickly and so easily” VINT CERF, Father of the Internet Copyright:+convo.org.+All+rights+reserved+
  5. 5. Copyright:+convo.org.+All+rights+reserved+ Trend 2: The world is going MOBILE How do we get into their pockets? Mobile internet use is expected to surpass traditional desktop internet use in 2014.
  6. 6. And that I was around for the birth Facebook, Twitter and Youtube Copyright:+convo.org.+All+rights+reserved+ Think+of+how+basic+internet+is+for+us+today……………..+
  7. 7. Google has changed the way we study, communicate, play, think, navigate, work. AND negotiate, buy and sell Copyright:+convo.org.+All+rights+reserved+ Trend 3: Search is Redefined How do Apps and Google change the face of Research?
  8. 8. Copyright:+convo.org.+All+rights+reserved+ Trend 4: How we negotiate purchase and buy, has changed Every purchase starts with your mobile rather than ending with a wallet Checking with Google, community on WhatsApp, Offers, Online purchase
  9. 9. ! I vote myself research Goddess. Baby center is my Bible - mom of 4 month baby! ! I check for my symptoms first on WebMD. Look up the drugs I’ve been prescribed…don’t blindly follow the doctor. - diabetes patient! Copyright:+convo.org.+All+rights+reserved+ Trend 5: Community is at our fingertips!
  10. 10. Copyright:+convo.org.+All+rights+reserved+ Trend 6: Visual Storytelling The world is becoming a visual place YouTube, Pinterest, Instagram, Visualizations, Infographics
  11. 11. Mapping Value Webs Copyright:+convo.org.+All+rights+reserved+
  12. 12. Copyright:+convo.org.+All+rights+reserved+ Mind Maps MORE:+hFp://lifehacker.com/5188833/hiveKfiveKfiveKbestKmindKmappingKapplicaMons+
  13. 13. THE TRENDS: Trend 1: Data is Everywhere Trend 2: The world is going MOBILE Trend 3: Search is Redefined Trend 4: How we negotiate purchase and buy, has changed Trend 5: Community is at our Fingertips Trend 6: Visual Storytelling Think about their implications for qualitative research: 1.  How do they change the way you think of research for your company or brand? 2.  What other trends are we observing that change the way we do business? Copyright:+convo.org.+All+rights+reserved+
  14. 14. Focus group research In+facility+ Formal+ Posturing++ Q&A+ Passive++ Hot+housing+ Structured+++ Group+dynamics+ ++++++++Inferred+outcome++ Related+experiences+ Moderated+ InterrogaMve+ methods+ +++++++++++One+way+mirrors/+CCTVs+ StaMc+ FROM.. Copyright:+convo.org.+All+rights+reserved+
  15. 15. TO: Co-creation Immersion+ Real+Mme+ Peer+groups+ Deep+delve+ User+scenarios+ Mobile+ ethnography+ Ethnography+ ObservaMon+ Photographs+ ParMcipaMve+ Contextual+ Personas++ Blographies+ +++++++++++ Longitudinal++ Intercepts+ Mobile+ Video+ +++++++++++Walk+throughs+ Dynamic++ Journaling+ Consumer+ecology+ +++++++++++ConversaMons+ +++++++++++Hangouts+ +Learning+ Journeys+ +++++++++++ Workshop+ +++++++++++ Nethnography+ + Copyright:+convo.org.+All+rights+reserved+
  16. 16. Alterity + Community + Ritual and routine + Story telling & gossip + Culture+ Space + Concepts from Anthropology & other social sciences are being adopted………. Copyright:+convo.org.+All+rights+reserved+
  17. 17. Copyright:+convo.org.+All+rights+reserved+ Alterity- existence of an alternative point of view What does this picture tell you?
  18. 18. 2. What’s your POCKET STRATEGY Copyright:+convo.org.+All+rights+reserved+ 1.  Trends: from research to co-creation 2.  Pocket Strategy: the tool in our pockets 3.  Blographies: engaging consumers and clients 4.  Learning Journeys: immersive, contextual, visceral learning 5.  Co-creation: telling better stories 6.  Client Delight: and challenges!
  19. 19. Begin with a Pocket Strategy! WHAT DO WE DO WITH THIS NEW LENS ON LIFE? 1.  You seek to get in their pocket….. 2.  You get your researchers adopting the tools 3.  You think about how people are naturally sharing information today and build on that Copyright:+convo.org.+All+rights+reserved+ + According$to$the$report,$Urban$India$will$con>nue$to$account$for$a$large$percentage$of$the$Mobile$Internet$users$across$the$country$and$is$ expected$to$reach$126$million$by$March$2014$and$touch$153$million$users$by$June$2014.$Significantly,$a$dras>c$growth$was$witnessed$in$the$ number$of$users$of$Mobile$Internet$in$Rural$India$and$will$register$an$impressive$50%$growth$to$reach$32$million$by$June$2014.$IAMAI+and+IMRB+ +
  20. 20. ! I hold you so close, I touch you many times a day. You are my love, my life, my connection (mobile relationship)! The most interesting things happen in people’s lives when the RESEARCHER IS NOT THERE! Copyright:+convo.org.+All+rights+reserved+
  21. 21. COST+EFFECTIVE+ ENGAGEMENT+ CONTEXTUAL+ CONFESSION+ + + + “Do it on your consumer’s terms- fit into their lives and their pockets. Ethnographer in your Pocket Copyright:+convo.org.+All+rights+reserved+
  22. 22. Intuitive ! Share+immediately+ Participant becomes researcher ! High engagement! Unobstrusive- captured ‘as is’ ! More honest, ‘real’ ! In the moment !On the go ! Rich context! Versatile ! Quick and easy! Immediacy ! Ongoing dialogue ! Copyright:+convo.org.+All+rights+reserved+
  23. 23. Give respondents a tool and they become engaged in the process Copyright:+convo.org.+All+rights+reserved+
  24. 24. 3. Engaging clients and consumers with BLOGRAPHIES Copyright:+convo.org.+All+rights+reserved+ 1.  Trends: from research to co-creation 2.  Pocket Strategy: the tool in our pockets 3.  Blographies: engaging consumers and clients 4.  Learning Journeys: immersive, contextual, visceral learning 5.  Co-creation: telling better stories 6.  Client Delight: and challenges!
  25. 25. “The world desperately needs to hear my opinions and I oblige” Ophelia Benson Copyright:+convo.org.+All+rights+reserved+
  26. 26. Clients are Researchers Participants are Researchers Copyright:+convo.org.+All+rights+reserved+ ! ! ! ! ! Blographies! ! Online journaling for participants! Searchable, taggable data! Agile, real time conversations! Exponential learnings! Collective wisdom! Organic insight generation! Parking notes, insights, archives! Clients are more engaged! Participants are more engaged! No geographical boundaries ! Immediacy! ! ! ! ! +
  27. 27. The Conversation in Comments ……………..+ ++ Copyright:+convo.org.+All+rights+reserved+
  28. 28. Easy to navigate, easy to upload and share insights! Copyright:+convo.org.+All+rights+reserved+
  29. 29. Copyright:+convo.org.+All+rights+reserved+ Confessional…
  30. 30. Real time global Convos while researching ‘dark’ villages! Copyright:+convo.org.+All+rights+reserved+
  31. 31. Copyright:+convo.org.+All+rights+reserved+ CASE STUDY: CO-CREATING SOLUTIONS
  32. 32. What respondents did hFp://www.convo.org/immerse/mosoci14/++ ++ Copyright:+convo.org.+All+rights+reserved+
  33. 33. Copyright:+convo.org.+All+rights+reserved+ What respondents did hFp://www.convo.org/immerse/mosoci14/++ ++
  34. 34. Copyright:+convo.org.+All+rights+reserved+ What respondents did hFp://www.convo.org/immerse/mosoci14/++ ++
  35. 35. What researchers saw hFp://www.convo.org/immerse/wikimobile/+ + ++ Copyright:+convo.org.+All+rights+reserved+
  36. 36. Copyright:+convo.org.+All+rights+reserved+ What researchers saw hFp://www.convo.org/immerse/wikimobile/+ + ++
  37. 37. Copyright:+convo.org.+All+rights+reserved+ What researchers saw hFp://www.convo.org/immerse/wikimobile/+ + ++
  38. 38. Copyright:+convo.org.+All+rights+reserved+ What researchers saw hFp://www.convo.org/immerse/wikimobile/+ + ++
  39. 39. Copyright:+convo.org.+All+rights+reserved+ What researchers saw hFp://www.convo.org/immerse/wikimobile/+ + ++
  40. 40. 4. Contextual Immersions with LEARNING JOURNEYS Copyright:+convo.org.+All+rights+reserved+ 1.  Trends: from research to co-creation 2.  Pocket Strategy: the tool in our pockets 3.  Blographies: engaging consumers and clients 4.  Learning Journeys: immersive, contextual, visceral learning 5.  Co-creation: telling better stories 6.  Client Delight: and challenges!
  41. 41. ContextualImmersive ! ! ! Learning Journeys! $ $ ! ! Each of our Team members has been changed for life as a result of our experiences – and we are most grateful. The experiences of our recent Learning Journey has been woven into the very fabric of my soul. More than ever I understand more personally that we are all citizens of the globe bonded together by the common threads of our humanness. Many thanks, again, Dina, to both you and Shubhangi for shaping experiences that touched our lives so profoundly.” Catherine A Dulle, Chairperson, Board of Directors Copyright:+convo.org.+All+rights+reserved+
  42. 42. Sunday'' March''13' Monday' 'March'14' Tuesday'' March'15' Wednesday'' March'16' Thursday'' March'17' Friday'' March'18' Saturday' 'March'19' Theme:&Networking&and& Pop&Culture.&& Theme:&Community,& the&Slum&and&the&BOP&& Theme:&Social& Entrepreneurship& Theme:&Connected&Youth:& How&they&live,&work,&play?& Theme:&Enterprise&and& Networks&& Theme:&&Migrants& and&their&Networks& Theme:&Taking&it& Home& @& 10&am&H&Noon& Meet&with&Networkers&&& Organizers&–&a& photographer,&journalist,& accountant,&a&social& media&exec,&and&a&social& media&markeNng&head&at& a&Bollywood&PR&house& 10&am&H&Noon& URBZ&team.&&Rahul& Shrivastava&and& MaRas&Sendoa& Echanove&"UserH generated&CiNes"&&&&&&&& hTp://urbz.net/&&and& hTp://dharavi.org/& 10&am&–&11&am& Meet&with&&Pooja& Warier&CoHFounder& UnltdIndia.org.& CreaNng&networks&for& social&entrepreneurs&&& 1&pm&H&3&pm& Peter&Griffin&&H&Editor,& Blogger&&&&Founder&of& many&CollaboraNve& networks&H&&& linkedin.com/in/zigzackly& Parmesh&Shahani&H&Godrej& Culture&Lab&& parmesh.net& bit.ly/godrejculturelab&& 11&am:&Immersion&into& TradiNonal&Markets&for& Tech&products&&(Alfa&or& Manish&Market)&&Study& informal&sales/service/ repair&culture.&Train& journey&+&study&piracy& outside&the&railway& staNons& AM:&& Unskilled/Skilled& Labour&Bihari&folks& along&with& roommates&&at&Bihari& Thekadi& AM&H&&indoors&or& enjoy&Holi&colour& fesNval&and&bhang& PM:&Faisal&Farooqui,& Mouthshut.com.&&H&userH generated&content&&& consumer&review&site.& How&has&the&network& evolved&since&2000,&and& the&role&of&tech&in& growing&it.&& PM:&Inside&Dharavi:&& Entrepreneurship&at& the&BOP.&How&do&they& organize&themselves?&& 11.30&H12.30&& Microfinance&H&& Mitesh&Tank,& President,&Rang&De& Chapter,&Mumbai& 3.30&pm&H&5.30&pm& HyperHconnected&leadingH edge&college&students&&& group&conversaNon& PM:&Mahesh&Murthy&&H& Pinstorm&–&Learning& about&corporate&use&of& parNcipatory&service& networks& PM:&Upmarket& Migrant&–&moved& from&small&town&to& Mumbai&to&work&in& the&New&Economy& 3&pm&onwards:&Team& ReflecNons& OpNonal:&Walkabout&at& Dadar&H&a&very&busy& middleHclass& neighborhood&with&a& juxtaposiNon&of&the&old& and&new&& PM:&Meet&&members& of&Women’s&groups& and&&SelfHHelp&Groups& in&the&Slum.&& PM&(late&end)&:&&Meet& 2&social&entrepreneurs& who’ve&benefited&by& networks.&Understand& role&of&tech&among& them& 6&pm&H&8&pm&(late&end)& Hyper&connected&leadingH edge&young&working&adults& group&conversaNon&& PM:&&Headstart&India&–& meet&an&organizer&and& entrepreneurs&who&have& benefiTed&from&the& network.&&hTp:// headstart.in/&&&& Group&Dinner& Group&Dinner& Group&Dinner& Par=cipatory'Service'Networks' Claro&Partners&India&Learning&Journey&–&March&13H19,&2011& $ “…$the$team$put$together$a$fantas>c$weekPlong$ program$of$immersive$experiences$on$the$topic$….$They$ really$$delivered$a$memorable,$enjoyable$experience$ that$led$us$all$to$be$able$to$develop$many$completely$ new$insights$for$our$project”$ + Creating Real experiences rather than hot house observations from behind one way mirrors or CCTVs Hi+you+ Copyright:+convo.org.+All+rights+reserved+
  43. 43. 5. Telling Better Stories through CO-CREATION Copyright:+convo.org.+All+rights+reserved+ 1.  Trends: from research to co-creation 2.  Pocket Strategy: the tool in our pockets 3.  Blographies: engaging consumers and clients 4.  Learning Journeys: immersive, contextual, visceral learning 5.  Co-creation: telling better stories 6.  Client Delight: and challenges!
  44. 44. Co-Creation Sessions in Progress Scrapbooks/ online journals Exercises and Tasks Co-creation workshops In-home Visits Team Blog Market + Cultural Immersions Copyright:+convo.org.+All+rights+reserved+
  45. 45. How do we get a Co-Creation Session off the Ground? Sessions being run in Russia and Japan Copyright:+convo.org.+All+rights+reserved+
  46. 46. CoKCreaMon+Workshops+–+Making+sense+and+surfacing+rich+stories+
  47. 47. Respondents will build Personas for us Reality is Respondents are Building them about their Own Lives.. Copyright:+convo.org.+All+rights+reserved+
  48. 48. Innovating for mobile first: targeting our innovations Copyright:$convo.org.$All$rights$reserved$
  49. 49. Farmer Personas Copyright:+convo.org.+All+rights+reserved+
  50. 50. Leading to Market Segmentation Copyright:+convo.org.+All+rights+reserved+
  51. 51. Copyright:+convo.org.+All+rights+reserved+
  52. 52. XXXX: Easy to Envy A++storyboard+created+by+ parMcipants+
  53. 53. When Clients Take Stories Home ….. Copyright:+convo.org.+All+rights+reserved+
  54. 54. 6. Client Delight … and Challenges Copyright:+convo.org.+All+rights+reserved+ 1.  Trends: from research to co-creation 2.  Pocket Strategy: the tool in our pockets 3.  Blographies: engaging consumers and clients 4.  Learning Journeys: immersive, contextual, visceral learning 5.  Co-creation: telling better stories 6.  Client Delight: and challenges!
  55. 55. Copyright:+convo.org.+All+rights+reserved+ BRINGING IT TOGETHER: CO-CREATING SOLUTIONS Scrapbooks/ online journals Other Exercises and Tasks Co-creation workshops In-home Visits – different segments – students, moms, working, editors, etc Team Blog ! Bringing it Together …..
  56. 56. Copyright:+convo.org.+All+rights+reserved+ ProvocaMve+human+stories+ + CollaboraMve+frameworks+ + Harnesses+collecMve+intelligence+and+wisdom+ + MulMple+touchKpoints+ $ Clients+learn+faster+ + Agents+of+change+ + OrganizaMon+lives+and+owns+the+change+ + Co-create the Stories and Insights Cost+ Client+Engagement+&+Commitment++
  57. 57. Copyright:$ convo.org.$ All$rights$ reserved$ Our+pracMce+and+our+tools+“I know that you believe you understand what you think I said, but I’m not sure you realize that what you heard and what you read is not what I meant.” Robert McCloskey, author & illustrator of children’s books
  58. 58. ! THANK YOU Shubhangi+Athalye:++91+9820624899+ Dina+Dastur+Mehta:++91+9820039160+ Stuart+Henshall:++1+925+787+0001+ + ! CONTACT+US+ shubhangi@convo.org+ dina@convo.org+ stuart@convo.org+ + www.convo.org+ Copyright:+convo.org.+All+rights+reserved+

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