EPIC FAIL: The Insight Value Chain is Broken (Focus Group Expansion Pack)
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#SCAMP2012 EPIC FAIL.
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19-Oct-2014 -
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My talk from SCAMP2012 in NYC on how & why to be more playful when learning how to design interactions.
Transcript of 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
