betsy leichliter april lecture series - 2014
TRANSCRIPT
Betsy Leichliter, Leichliter Associates, USA
April Lecture Series 2014
Ramping up for global innovation:
How digital is your dog?
2014 Platinum Sponsor April Series Sponsor
Betsy Leichliter, Leichliter Associates, USA
April Lecture Series 2014
The point
A bit of qualitative exploration
can take you a long way
even when you don’t know
where to start or
where you want to wind up
Betsy Leichliter, Leichliter Associates, USA
April Lecture Series 2014
Background ThinkGlobalQualitative.com • 11 selected associates and their trusted networks
• Provide clients with global qualitative expertise
Betsy Leichliter, Leichliter Associates, USA
April Lecture Series 2014
Topics
1 Why did we do this project?
2 How did we do it?
3 What did we discover?
4 Why does it matter?
5 What’s next?
v0407
Betsy Leichliter, Leichliter Associates, USA
April Lecture Series 2014
1 Why did we do this project?
2 How did we do it?
3 What did we discover?
4 Why does it matter?
5 What’s next?
Betsy Leichliter, Leichliter Associates, USA
April Lecture Series 2014
Situation Global qualitative
network…
• Developing more ways to
leverage global/local expert
research collaboration
Clients seeking to…
• Detect global new
product/service opportunities
sooner
• Become more co-creative
• De-zombify innovation efforts
“We need ideas
that the world is
almost ready for.”
Betsy Leichliter, Leichliter Associates, USA
April Lecture Series 2014
1 Why did we do this project?
2 How did we do it?
3 What did we discover?
4 Why does it matter?
5 What’s next?
Betsy Leichliter, Leichliter Associates, USA
April Lecture Series 2014
Participants
US/Central & Eastern segment: • 1-2 dogs • Single-family homes • Smartphone/computer experience • Excluded pet-related occupations • Sourced via social media and qual recruiting
Betsy Leichliter, Leichliter Associates, USA
April Lecture Series 2014
Individual Smartphone Diaries
Group Discussion Board
Mixed Multi-Screen Idea-Building
Process
Betsy Leichliter, Leichliter Associates, USA
April Lecture Series 2014
1 Why did we do this project?
2 How did we do it?
3 What did we discover?
4 Why does it matter?
5 What’s next?
Betsy Leichliter, Leichliter Associates, USA
April Lecture Series 2014
Stages
Individual
Smartphone
Diaries
Group
Discussion
Board
• Daily
activities
• Question
of the day
Mixed
Multi-Screen
Idea-Building
Betsy Leichliter, Leichliter Associates, USA
April Lecture Series 2014
Diaries: The downside
Roz Chast New Yorker Magazine
Betsy Leichliter, Leichliter Associates, USA
April Lecture Series 2014
Questions of the Day
• Best aspects of life with dog(s)
• Dog faves
• Teaching & training
• Difficulties
• Products/services want but can’t find
Betsy Leichliter, Leichliter Associates, USA
April Lecture Series 2014
Best aspects “To expound on what I said earlier, companionship is the major aspect of having dogs, at least for me. Al has been with my wife and I since we were engaged. In fact, he was 8 weeks old when we adopted him and his projected birthdate was the day we got engaged. He is now 11 and quickly approaching 12. His age is catching up to him, and it has become more apparent in the past few months. I don't know how much longer we will have with him, but his best days are behind him. Still, I wouldn't trade anything about the relationship we have had with him. He's been with us from the beginning, and he will continue on in our memories when he is gone. Al is the first dog I've ever had, and a central character in the genesis of my family. He is a part of our family. I wouldn’t trade that for anything.”
Betsy Leichliter, Leichliter Associates, USA
April Lecture Series 2014
Stages
Individual
Smartphone
Diaries
Group
Discussion
Board
• Daily
activities
• Question
of the day
Mixed
Multi-Screen
Idea-Building
• Roles
• Peer reco’s
• Brainstorm
products/ser
vices
• Make them
smart
• Expansion, not evaluation
• FYIs
• Concept
• Strategic directions & examples
Betsy Leichliter, Leichliter Associates, USA
April Lecture Series 2014
Stages
Individual
Smartphone
Diaries
Group
Discussion
Board
• Daily
activities
• Question
of the day
Mixed
Multi-Screen
Idea-Building
• Roles
• Peer reco’s
• Brainstorm
products/ser
vices
• Make them
smart
• Expansion,
not
evaluation
• FYIs
• Strategic
directions &
examples
Betsy Leichliter, Leichliter Associates, USA
April Lecture Series 2014
Quiz
Unique paw print? Unique nose print? Unique tongue print?
Betsy Leichliter, Leichliter Associates, USA
April Lecture Series 2014
Digital directions & examples
1 Contain Create and monitor a
movable perimeter
(“mobile bubble”) inside
or outside
3 Communicate Have a language
training/translation system
to learn what barks/body
language/other "signals"
really mean
2 Care for Let your dog control
some things he needs
(fresh water/food/air/meds)
while you monitor and
manage others
4 Companionship Do more than watch your
dog – interact remotely
using sounds, visuals,
or actions
Betsy Leichliter, Leichliter Associates, USA
April Lecture Series 2014
Topics
1 Why did we do this project?
2 How did we do it?
3 What did we discover?
4 Why does it matter?
5 What’s next?
Betsy Leichliter, Leichliter Associates, USA
April Lecture Series 2014
The point
A bit of qualitative exploration
can take you a long way
even when you don’t know
where to start or
where you want to wind up
Betsy Leichliter, Leichliter Associates, USA
April Lecture Series 2014
Ramping up for global innovation:
How digital is your dog?
www.leichliter.com
2014 Platinum Sponsor April Series Sponsor
Betsy Leichliter, Leichliter Associates, USA
April Lecture Series 2014
The Sponsors for this Event
If you are interested in sponsoring a future NewMR event Email [email protected]
2014 Platinum Sponsor April Series Sponsor