epic fail: the insight value chain is broken (focus group expansion pack)

#SCAMP2012

EPIC FAIL.

THE TROUBLE WITH CONVENTIONAL WISDOM

IF I’D ASKED PEOPLE WHAT THEY WANTED,

THEY WOULD HAVE TOLD ME ‘FASTER HORSES’.

- henry ford

IF THERE IS ANY ONE SECRET OF SUCCESS, IT LIES IN THE ABILITY TO GET THE OTHER PERSON’S POINT OF VIEW AND SEE THINGS FROM THAT PERSON’S ANGLE AS WELL AS

FROM YOUR OWN.- henry ford

IT'S REALLY HARD TO DESIGN PRODUCTS BY FOCUS GROUPS. A LOT OF TIMES,

PEOPLE DON'T KNOW WHAT THEY WANT UNTIL YOU SHOW IT TO THEM.

- steve jobs

We want to stand at the intersection of

computers and humanism.- steve jobs

FORGET CONVENTIONAL

WISDOM

PEOPLE ARE GREAT.

RESEARCH IS DUMB.

SPECIFICALLY:

Target Segments are dumb.

Facilities and the mirror are dumb.

Discussion guides are dumb.

Transcripts are dumb.

LEARN THROUGH PLAY.

JUST LIKE KIDS.

BUT WHY?

1. UNDERSTAND INCENTIVES & MOTIVATION.

COMPETITION.

NEGOTIATION. (OR BLUFFING).

SOLVING PUZZLES.

2. DESIGN BETTER INTERACTIONS.

PRACTICING.

FINDING.

BUILDING.

3. CREATE IMMERSIVE EXPERIENCES.

PRETENDING & TELLING STORIES.

THANKS!@FARRAHBOSTIC