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Insight & Innovation Marcus Gabrielsson October 30, 2012

Insight & Innovation - Kolding


What I do

Marcus Gabrielsson

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How it happened

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We have been nudging since 1969 and helped clients all over the world to increase sales and build brands

Click to edit Master title style

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From traditional development‌

Company

Idea Designers

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Customer


‌to the open innovation process

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Customer

Designers

Company Launch/Marketing

Research

Idea

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Develop Product/Service


10 Ground rules on generating insight

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Rule No 1: The purpose is generative: You don’t get solutions, you get a framing of the problem. Solutions & Ideas are for later! 9 Insight & Innovation - Kolding


Research Methods Stages

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User Insight What it is not!

Information = Insight Click to edit Master title style

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Rule No 2: Don’t think you know what they think, believe or feel. You are not the customer

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Rule No 3: Immerse yourself! Real people, in real context, whoever, whenever or wherever it may be. 13 Insight & Innovation - Kolding


Health aspects in Russia

Breakfast habits in Istanbul Malaria attitudes in Kenya

Raising a ch ild

parent in Milan Being a single with disabilit ie

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s in Sao Pau lo

Understanding Customer Support Service Interning at Post office


Research Methods Approach

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Rule No 4: Make sure to listen. What they want to say to you may not be what you or your client want to hear. 16 Insight & Innovation - Kolding


Rule No 5: Think Ergonomics3: Functional aspects Cognitive aspects Emotional Aspects 17 Insight & Innovation - Kolding


Ergonomics続 Framework

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Rule No 6: Make sure you capture the context of the experiences over time

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Create interesting and consistent experiences Connecting physical - digital Physical

People

Things

Environments

Interactions

Relationships, expectations, communications, interactions (who)

(what)

(where)

Digital 20 Insight & Innovation - Kolding

(how)


Rule No 7: The 8-80 rule of Qualitative Research

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Recruiting right

Family

Single

Introvert / Extrovert Neurotic / Relaxed Friendly / Hostile Goal oriented / Spontaneous Open / Conservative

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Single Par

ent

Couple

ersonality as Segment on p e, wallet size, well as life stag behavior etc!


Rule No 8: Dig deep! Not only what they think, most important is why

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What do they think and feel?

Why?

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Rule No 9: There is no right way in terms of methods. Be inventive, but careful!

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Observations Kitchen

Kenya

Japan

USA

Japan

USA

Korea

Bathroom

Russia

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France


Observations

Emotional Journey - Sho pping Experience

Shadowing & Customer Journey Customer Journey

• 

Shopping experience, Train ride, on line purchase etc.

“Event, Effect, Opportun ity Analysis” of making 27 Insight & Innovation - Kolding

a cup of coffee

Boundary Analysis in sto re


Journey Mapping Collaborative mapping

1. MAPPING THE EXPER

IENCE WITH THE CUSTI MER

2. EXPERIENCE ANALY

SIS

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Group Discussions Focus/Buddy groups

1. HAVE THE CUSTOME R GATHER A BUNCH OF FRIENDS 2. BRING FOOD & DRINK S AND TOPICS FOR DIS CUSSION 3. LEARN A LOT!

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Client Co-Creation Landscaping

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Customer Co-Creation Exploring the concept of Trust

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Co- Analysis Time Laps Video

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Co- Analysis Speed Dating Evaluation/Test

Speed Dating w Co s: nsumers

Concept 1

Concept 2

Concept 1

Concept 2

Video review Concept 3

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Concept 3


Rule No 10: Have fun and involve your client!

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Insight & Innovation - Kolding

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