Historically the UK has produced some exceptional qualitative thinkers and writers. But as we engage in an era of experience design, i increasingly find myself drawn to some of the design material coming out of the US. Here are a couple of presentations i came across recently that i like.
It is useful to read in tandem with this presentation about insights for design: Insight Translation - Bridging the Gap Between Research & Design
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These presentations are great finds. What do you think of quotes re engaging consumers in the design process?
“A lot of times, people don’t know what they want until you show it to them”
I’m asuming from this design research needs to lead people, give them inspiration before backing off and letting the customers tell them how it should fall together.
Similarly, Akio Morita of Sony said:
“We don’t ask consumers what they want. They don’t know. Instead we apply our brain power to what they need, and will want, and make sure we’re there, ready”
Hi Graham, great to meet you at least virtually. I have some strong views - as i think it is easy to bash focus groups. Research design is a craft - and sometimes there is just bad craftsmanship (or poorly commissionned work for lots of reasons). I have seen exceptional qualitative research transform how companies think about their business, the people they sell to and the experiences they offer. I wish there was more acknowledgement of the research craft - because then there would be better research.
Increasingly we are involving consumers in the design process (often termed co-creation). There is a shift in qual at least from parent child relationship of classic focus groups to an adult-adult engagement. This may happen in workshops or it may happen in communities.
For the comment - “A lot of times, people don’t know what they want until you show it to them” - requires a longer answer. Part of it is WHO are you interacting with. Sometimes people do know what they want and are inventing it already (at least that’s what we see in our future shaper panels - DIYing or workarounds). Part of it is WHAT are you doing - people can “make” things, (but asking direct questions is not so helpful usually). Sometimes it is about immersive studies to examine pain points, or unmet needs; ethnography is a powerful tool.
Somewhere on my bookshelf at home i have the design book which actually details the research commissioned by Sony for the Walkman… which i pulled out for a colleague presenting on technology. Potentially the quote backs up - that what is needed to resaerch are needs; not just direct q+a.