psychology mis-focus (zarla ludin)

2014 Psychology Mis-focusZarla LudinDirector of InsightsMotivate Design

Our work allows other work

to get done.

So what’d you learn?

DescriptionSome people smoke, but don’t want to.

InterpretationSmoking can be social.

ImplicationReplacements for smoking.

StrategyHelp people quit smoking.

BE A RESEARCH NERDSNOB

We have to consider the thoughts

and ideas of others.

OUR INDUSTRY LOVESBUZZWORDS

Why are buzzwords an issue?

KnowledgeWhat if we don’t know?

SkillWhat if opinion is misguided?

AttitudeWhat if it stops us?

Psychology is greatbut it may be only one

lens to our learning.

I smoke. EconomicsReturns for smoking.

PsychologyTriggers to smoke.

SociologySmoking as a vice.

AnthropologyConditions for smoking.

$£¥ €

Time

Big topicscan’t be considered

with just psychology.

MOTIVATION & SELF-CONTROL & WEIGHTMGMT

Define this product.

FormAn app.

FunctionalityCounts calories.

TargetPeople who use smartphones for life goals.

We have to showthe value of a holistic

approach.

DO SOME SECONDARY RESEARCH

Epidemiologyobserve risk factors

and patterns.

Biologyask about

family history.

Sociologylearn about how

they use resources.

Source for all images: http://nos.twnsnd.co

So what’d we learn?

DescriptionWeight management is difficult.

InterpretationCounting calories is too rational.

ImplicationApp is good for the company, not the customer.

StrategyTarget the most needy, not the most receptive.

EVIL: WHEN IT’S THE ONLY THING WE EXPLORE