classdeckandneedfinding.ppt - stanford university · 2007. 7. 25. · anatomy gdtgrand tour this...
TRANSCRIPT
OxoOxo Good G iGrips
What are Needs?
Needs ≠ Solutions
(verbs) (nouns)
What are Needs?Different Kinds of Needs
Common Needs of nearly everyone
Context Needs of people in the same situation
Activity Needs of people in the same situation who want to do the same thing
Qualifier Needs of people in the same situation who want to do the same thing in the same way
What is Need Finding?g
Need Finding ≠ Bug Listing
Explicit needs can hide insightful implicit
needseeds
Observation
Anatomy
A t f I t i
y
Anatomy of an Interview
Most interviews follow the following sequence:
Introduction
Kickoff
Build Rapport
Grand TourGrand Tour
Reflection
Wrap-UpWrap-Up
Anatomy
A t f St
y
Anatomy of a Story
Memorable stories typically Climax
Denouementyp yembody this structure
Rising Action
Introduction
Rising Action
time
Anatomy
A t f I t i
y
ClimaxDenouement
Anatomy of an Interview
The Ethnographic Interview
ReflectionGrand Tour
Rising Action
g pshares this structure
Wrap-UpBuild Rapport
Introduction
Rising Action
KickoffIntro
Build Rapport
time
Anatomy
I t d ti
y
Introduction
Establish an interview
ReflectionGrand Tour
Establish an interview partnership
Wrap-UpBuild Rapport
KickoffIntro
Build Rapport
time
Anatomy
I t d ti
y
Introduction
The informant may be confused as to exactly what isThe informant may be confused as to exactly what is happening.
Be direct — “Why don’t we sit down here?” put themBe direct Why don t we sit down here? , put them at ease.
Find a good place for the interview — if possibleFind a good place for the interview if possible arrange comfortable seating, adequate lighting, and a low noise - traffic location.
Anatomy
I t d ti
y
Introduction
Describe your purposeDescribe your purpose“We’re going to explore how decisions get made in the Emergency Room.”
Outline the interview “We’re going to spend the day with you. We’ll be
t hi h th i ti k d l twatching how the organization works, and later ask you and your staff some questions”.
Anatomy
I t d ti
y
Introduction
Let them know that their knowledge is importantLet them know that their knowledge is important "I've never been a waiter. It looks pretty hard to keep all your customers happy. Can you help me understand how you do it”.
Anatomy
Ki k ff
y
Kickoff
Shift the focus to them by
ReflectionGrand Tour
Shift the focus to them byintroducing themselves and their lives
Wrap-UpBuild Rapport
KickoffIntro
Build Rapport
time
Anatomy
Ki k ff
y
Kickoff
At the end of your introduction make a clear transitionAt the end of your introduction, make a clear transition over to them:
“So maybe the best place to start is to have you introduce yourselves and tell us a bit about the band…”
Clarify with lots of follow-up questions. This section helps to get the respondent talking and feeling at ease.
Anatomy
B ild R t
y
Build Rapport
Most of your time will be
ReflectionGrand Tour
Most of your time will be spent making a connection
Wrap-UpBuild Rapport
KickoffIntro
Build Rapport
time
Anatomy
B ild R t
y
Build Rapport
Informants may be defensive initially providing onlyInformants may be defensive initially, providing only short answers “Oh you know...normal stuff. Just like everyone else. No big deal”. Be patient. Continue asking descriptive questions to build their confidenceasking descriptive questions to build their confidence and trust.
Reassure the informant that they are doing okay — “I don’t know...is this the kind of thing you want to k ?” T ll th “Ab l t l tl h t d”know?” Tell them “Absolutely, exactly what we need”.
Anatomy
G d T
y
Grand Tour
Explore the details of
ReflectionGrand Tour
Explore the details of their world both physical and mental
Wrap-UpBuild Rapport
Look for critical issues and disconnects
KickoffIntro
Build Rapport
time
Anatomy
G d T
y
Grand Tour
This may be a walk around a bedroom factory orThis may be a walk around a bedroom, factory, or mobile phone.
There is incredible detail in the Grand Tour includingThere is incredible detail in the Grand Tour, including things you would never think to ask “Tell me about the picture in your battery door”.
Ask your informant to act out interactions or open up hiddhidden areas.
Anatomy
R fl ti
y
Reflection
Take a break and review
ReflectionGrand Tour
Take a break and review what you have learned, then encourage personal insights and
Wrap-UpBuild Rapport
personal insights and discussions of why
KickoffIntro
Build Rapport
time
Anatomy
R fl ti
y
Reflection
After you have spent a good deal of time with theAfter you have spent a good deal of time with the informant, they may be more able to offer up personal insights, describe their plans, dreams, passions etcpassions, etc.
It’s okay here to offer theories about the informant forIt s okay here to offer theories about the informant for their evaluation or to ask the informant to generate their own theories
Anatomy
W U
y
Wrap-Up
Amazing things
ReflectionGrand Tour
Amazing things happen when the interview is over
Wrap-UpBuild Rapport
KickoffIntro
Build Rapport
time
Anatomy
W U
y
Wrap-Up
At the end of the allotted time thank them and tellAt the end of the allotted time, thank them and tell them how helpful they have been. Ask them for any final thoughts, or if they have any questions for you.
The notion that the interview is over often jars loose a lot of comments thoughts and insights Keep thelot of comments, thoughts, and insights. Keep the camera/tape recorder rolling.
Team Time