defining the problem: explore, analyse, empathise
TRANSCRIPT
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The aim for today…
Leave you with immediately actionable ways
to approach your brief, find insights that will
unlock ideas and some (free) resources you
can access to help inspire you
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The double diamond design approach
Research, analyze,
empathize
Ideate, validate,
iterate
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Research, analyze,
empathizeIdeate, validate,
iterate
Going from the problem
you’re given…(challenge and or opportunity)
…To a clearer definition of the
problem that involves insights
the variables that impacting the
problem being solved
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“If I had 1 hour to solve a
problem I’d spend 55
minutes thinking about
the problem and 5
minutes thinking about
solutions”
Defining the problem
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Ikea – this is home
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Jobs to be done
Why are people / might people
“hire” the product or service?
What job do they need done?
*resource in appendix
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Beware
“Marketing Myopia”
A term coined by Theodore Levitt.
A business suffers from marketing myopia when it
views marketing strictly from the standpoint of selling
a specific product rather than from the standpoint of
fulfilling customer needs.
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More content
More choice
More control
More distraction
More
important than
ever before
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12Seconds
8Seconds
9Seconds
The average human
attention span in
2000
The average human
attention span in
2015
The average attention
span of a
GOLDFISH
Source: Microsoft
Attention is an increasingly rare commodity
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A huge challenge for marketers
Mental
availability
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VS.
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Insights provide an
idea on what people
ACTUALLY want
What is an insight?
A penetrating discovery about
your audience, their motivations,
behaviours, needs, wants and
perspectives which, when
actioned, unlocks growth.
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INSIGHTStarts with the ‘what’ but
reveals a deeper truth that unlocks ideas & action
THE WHY
OBSERVATIONA fact about a brand,
consumer, category or medium
THE WHAT
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A good insight turns an “Uh-huh”
into an “Ah ha!”
Observation Insight
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Explore Analyze EmpathizeUh huh… Ah ha!
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Explore Analyze EmpathizeUh huh… Ah ha!
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Audience
BrandCulture
Category
Dive in deep!
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(Some) tools of the trade
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Audience and
Culture
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Getting to know the target audience
Focus on mindsets
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Mindsets matter
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A way to think about
mindsets…
Tribes
Seth Godin
*resource in appendix
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“People like us do things like this”
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Getting to know your tribe
Leaders
Followers
Rest
Social
Macro
Personal
Listening
Desktop
Ethnography
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Applying a cultural lens
Helps understand what might hindering a tribe
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Nike – She runs the night
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Brand and
Category
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People don’t buy what
you do they buy why
you do it
Simon Sinek
*resource in appendix
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Category
What are people doing
already?
Who they may choose
instead of you?
What concerns them
about something new?
How can you mitigate
this opportunity cost?
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Perfect
positioning
Authentic
RelevantDistinctive
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For the love of dogs
There are estimated to be 4.2 million pet dogs in
Australia; 19 dogs for every 100 people.
More than 1.1 million Australian households
(14.9%) are planning to get a pet in the next
12 months.
According to the Animal Health Alliance,
Australians spend an enormous $8 billion per
year on their furry family members
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Explore Analyze EmpathizeUh huh… Ah ha!
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Insights often come from combining
multiple pieces of information
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Fine line between assumptions and analysis paralysis
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Wendys – #BBQ4MERICA
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Explore Analyze EmpathizeUh huh… Ah ha!
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EmpathyThe ability to step into the shows
of another person, aiming to
understand their feelings and
perspectives, and to use that
understanding to guide your
actions.
But remember to take your
shoes off first…
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Beware unconscious bias
Source: Google
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Think like……an entrepreneur
*resource in appendix
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Stalk like……a Facebook stalker
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Act like… ...an actor
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Write like…...a comedian
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Explore Analyze EmpathizeUh huh… Ah ha!
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Ask lots of questions
Look for “ah ha” moments
Beware bias
Know your brand
Be empathetic
Know your audience
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In search of a better problem…
Research, analyze,
empathizeIdeate, validate,
iterate
…you can ‘accidentally’ find the solution.
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Bigger solutions
Bigger problems
=
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ColaLife – wants vs. needs
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Links
http://openstrate.gy/categories/case-studies-and-inspiration
https://www.slideshare.net/fraystation/summary-of-insights-for-innovationideo
https://blog.udemy.com/purpose-of-research/
https://hbr.org/2004/07/marketing-myopia
http://trendwatching.com/quarterly/2017-06/the-future-of-customer-experience/
https://www.ted.com/talks/seth_godin_on_the_tribes_we_lead
https://www.youtube.com/watch?v=u4ZoJKF_VuA
http://www.solutionsiq.com/what-is-an-empathy-map/
https://medium.com/@padday/elon-musk-onions-and-the-5-why-s-3dc7c2ae9fcd
https://www.jwtintelligence.com/trend-reports/future-100-2017/
http://www.buyerpersona.com/example-buyer-persona
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Observing: “Listen with your eyes" and discover what people really care about.
Learning from Extremes: Stretch your thinking beyond assumptions and get to bolder ideas.
Interviewing: Conduct interviews to get deeper, more honest responses.
Immersive Empathy: Learn what it means to “walk in someone else’s shoes.”
Sharing Insights: Craft compelling insights that will inspire innovation.
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Insights can come
from many places
But it is always useful
to think about them
from the perspective
of the end user /
consumer