Bringing Research To

BRINGING RESEARCH TO

through Collaborative, Engaging, and Inspiring Workshops

THE VITAL FINDINGS’ APPROACH — How to Use Insights Workshops to Turn Consumer Research into Action ABOUT

At Vital Findings, we believe that good, innovative market research should be judged by the actual impact it has on product development, marketing, and business strategy. Our mission is to elevate the market research profession beyond just delivering reports and PowerPoint bullets, using the tools of design, marketing science, and innovation consulting to allow researchers to actually enable business action. We combine state-of-the-art research methods with inspiring design to make research findings clear, concise, and actionable.

Typical market research reports and presentations often fail to connect with internal clients or inspire executives to take action. According to cognitive learning theory, this disconnect occurs because people learn through synthesis and evaluation — internalizing the insights by using them — not through merely reading reports. Sharing research findings via hands-on workshops is a solution to better engage clients and help them to internalize the research findings. This paper includes background and case studies on research workshops, and is meant to be paired with D.I.Y. Insights Workshop Cards, also available in the document.

WORKSHOPS: THE SOLUTION TO TRANSFORMING INSIGHTS INTO ACTION

ne of the biggest challenges for client-side market researchers Ois to utilize findings from research studies to command the attention of their internal clients and inspire company-wide action. Considerable academic research into the basic fundamentals of learning has revealed that ‘remembering and understanding’—the cognitive learning principle upon which PowerPoint reports are based — provides the lowest and shallowest level of comprehension. Conversely ‘synthesis and evaluation’ (what typical report decks do not elicit from readers) assures the highest and deepest learning and comprehension. One effective solution to incorporating ‘synthesis and evaluation’ into research findings is to engage internal clients with in-person workshops. These workshops are built upon tried-and-true brainstorming and creative techniques taught at the nation’s top design schools, including IIT’s Institute of Design and Stanford’s d.school, as well as major design consulting firms like IDEO. Based on our experience, we have found three Transforming the research key points in the research process when presentation from the typical workshops can be most effective: lean-back experience of watching At the very beginning of a study, when the business objectives and listening into a lean-forward are being translated into research objectives experience of discussing and After data collection, as a springboard for framing the analysis doing helps the audience to better After the report is finished, as a means to better evangelize the internalize the information and, findings ultimately, to act on it.

WORKSHOPS BEFORE RESEARCH BEGINS: IMMERSION onducting a workshop between the signing up for a free trial subscription to Spotify supplier teams and the client teams at for a study on digital music, or attending C the beginning of a project can help to a local Twilight convention for a project on gather input and gain buy-in from all major Twilight franchise fans. Each supplier team stakeholders in the research. Such pre-study member should document the assignment work sessions can also help to determine the using photographs, screenshots, or a written direction and content of the project before any journal and then present their experiences to time or money has been spent. each other in a workshop. At the workshop, In an immersion, the goal is to thoroughly participants discuss positives, negatives, pain translate a project’s business objectives into the points, and opportunities uncovered by the supplier’s methodology and instrumentation immersion and end with a terrific starting point by having the supplier team members walk as for a quantitative research questionnaire or closely as possible in the consumer’s own shoes. qualitative research discussion guide. In a typical immersion, research team A PowerPoint deck highlighting the team’s members each perform a topical assignment immersion experiences can be submitted as an from the consumer’s perspective. Some extra value-add deliverable for clients to help examples include: buying a DVD in-store for share initial insights and present the resulting a project about the disc purchase process, questionnaire or discussion guide outline.

CASE STUDY

An example of a pre-study workshop involves an immersion into the world of cell phones: In order to prepare for a project surrounding the cell phone purchase process, six members of the Vital Findings research team each went shopping for a new cell phone. Each person adopted the mindset of a regular consumer and engaged in the process exactly as they would have normally, whether that included conducting prior internet research, reading handset reviews, talking to salespeople, reading in-store signage, or other forms of preparation, but all actually purchased their new phones at a physical store rather than online in order to witness the sales process first-hand. The goal of this immersion process was to understand from the consumer’s perspective any pain points and opportunities in the typical cell phone buying experience, findings that were much discussed in the follow-up team workshop where each member shared his or her purchase experience. What the team ultimately found was that this was a much more complicated purchase process than initially thought, particularly because wireless contracts prevent customers from buying a new phone whenever and from whomever they want. Because of this immersion process, the Vital Findings team was able to design the final study questionnaire to follow the path that an actual consumer would take when they purchased a cell phone and to include questions about steps in the process that they were not even aware of beforehand.

WORKSHOPS BETWEEN RESEARCH PHASES: CO-CREATION WORKSHOPS orkshops conducted between stages fresh. of the research process can help Another example of a workshop technique Wthe research team to summarize designed to bridge research phases is a Co- and synthesize mounting discoveries and Creation Workshop. Co-creation is a term used apply them to the next phase of the project. to describe techniques for involving consumers This is especially helpful on a project that as active participants in the analysis and follows exploratory qualitative research with synthesis of research data. a quantitative survey. A post-qual, pre-quant workshop allows the project team to leverage Used in traditional market research, a co- insights gained in the qualitative phase into the creation session could be used after quantitative design of the quantitative study. research has unearthed potential product opportunities that the client design team needs Participants can present their favorite qual to understand more literally. For example, if respondents, pin illuminating respondent quantitative research reveals that consumers homework or photographs to the wall, and create want packaging to be more informative, co- lists or mind maps of key themes to stimulate creation sessions with consumers could reveal further discussion and aid in analysis. The deeper insights about what informative means end result is a list of potential attributes for with regard to packaging in the category, survey design, a set of hypotheses, and a rough and provide an opportunity for marketers, analytical framework that can be carried into researchers, and consumers to bring the concept the quant phase of the project as well as a of informative packaging to life by creating document summarizing the most important rough mock-ups. qualitative insights while the research is still

CASE STUDY

A client had just finished a refresh for a tablet she noted for future functionality. Then, with segmentation that had been used for years, and that exercise in mind, the VF team partnered they discovered a brand new high-opportunity each respondent with a designer or researcher segment of working mothers. The client needed and had each pair co-create an ideal tablet for to understand these mothers’ category needs the working mother. Different stations around and desired experiences in order to better the room allowed for the creation of different develop products designed specifically with aspects of the device. Each pair made hand- them in mind. After the segmentation had been held prototypes from foam core showing the completed, but before undertaking an expensive preferred size and shape, drew what the screen multi-city ethnography project, Vital Findings should look like using pens and notecards, and conducted a one-day workshop to help inform made ‘mood’ collages showing what feelings the topics for qual discussion. Six consumers and emotions they wanted the device to evoke. who fit the new ‘working mothers’ segment were At the end of the exercise, the pairs recruited to spend the day talking and working presented their creations and a member of the side-by-side with the client’s product planning research team recorded common themes and and design teams. attributes. Lastly, the respondents departed, The day began with respondent introductions, and the research and design teams distilled and each consumer discussed how her tablet those common themes into six key product fit into her life, how she used it, any challenges opportunities to be explored further during the she experienced, along with any opportunities upcoming ethnographies.

WORKSHOPS AFTER RESEARCH IS COMPLETE PERSONAS WORKSHOPS he most obvious use for at rock concerts, than to design one workshops comes after the for an amorphous segment called research has been completed, ‘social connectors’. Exercises during

T About me when study conclusions need to the workshop help to inspire new I’ll never forget the first time when I was a kid and my dad put a huge pair of WRS headphones on my tiny little head one evening, and said “listen to this!” It was the Rolling Stones playing Little Red Rooster live... From vinyl. Man! This whole other incredible world be presented and disseminated. opened up in that instant... How do they make that ideas surrounding each segment. sound??! How does someone do that with a guitar?? Music has had a profound effect on my life. It continues to enthrall and amaze me on a daily basis. I’m David. I was born in Zimbabwe, and came to London to study acting about 20 years ago. I’m also Workshops conducted at this stage a writer, storyteller, and professional musician – I play DAVID One potential exercise is to choose gigs three to four times a week. can really help to evangelize key one segment, split participants into findings throughout an organization, teams, have each team brainstorm My music Sharing and How I listen occasions discovery

My new (6 months old) Macbook Pro is gets used a LOT. I often start the day by listening Discovering new music is one of the great help internal decision makers consider the Hub, it’s where the magic happens. I Living room star attraction is the BOSE wave to my “start the day good” joys in my life and is very important to me needs and product opportunities use it every single day for all facets of music. DAB audio CD player. It has an iPod compilation - today I listened in a number of ways. Hearing new music is Recording, listening, you name it. Hard to docking station and remote controls to work to Bill Withers “lovely a catalyst for my creativity. It enables me to improve on. the iPod and the unit itself, great for changing day” in the kitchen on feel re-invigorated and excited when I may be I have several external hard drives; the the soundscape during parties or dinner. The my iPod while making my lacking inspiration or optimism, particularly Maxtor and G-RAID 3Tbt. They store 90 TV/DVD etc are all hooked through this as breakfast. A little corny I when experiencing new music live. percent of my music I continually dip into them well and I can hook up my Mac to every thing know, but if breakfast is the most One of the things I love about new music is to change/manage my music on my portable to watch online/listen to online content in important meal, I guess the first that it also has the effect of “tagging” very what they could do or change based devices. splendour. I can’t rate the BOSE highly enough tune is too. succinctly, episodes in one’s life and certain for one specific persona within that My speakers/monitors (hooked up to (this is my second). I’ve had a lot of surround In the car I chanced to hear songs/artists act as a kind of emotional diary. the io2 or direct to from the Mac) are the systems in my time, all of them cumbersome the last few refrains of KARMA’S I discover new artists in so many weak link in one sense; they sound too good! and difficult. This is one little box that does an “just be good to me”. Some ways. I follow certain bloggers, It’s a hybrid of my own matching. A Sony MD/ astounding job... At a price! tracks just stick with you all and good old-fashioned “word of CD classic mini system with custom baffled My Bose in-ear head phones I bought on day long (that VERY famous riff mouth” also still remains incredibly potent. speakers to optimise the bass response. impulse at Heathrow airport just before getting helps!). Any way when I got back Live gigging is now the mainstay of many Fantastic to listen to music but not ideal for on a flight to LA. I’d never seen these particular just before lunch and had to an emerging artist, so actually going to see accurate monitoring/mixing. I’m seriously ones before, the girl behind the counter didn’t revisit it on Spotify. My girlfriend them perform is vitally important – a gig; on the research, and promote action. looking at the SE electronics “Egg” monitoring have a clue, but I just knew they would sound hadn’t heard that mix, so we by definition, is a social experience. A lot segment, and then present their system as an investment... Hmmm. great; and they did. Brand confidence I suppose. cranked up the volume and had a of places do: “bring your own tunes” nights. Guitars, well you’ll see by the photo! Love, I’ve given quite a few as presents and have little dance! The better ones even cater for a variety of love, love them! If I’m not listening to music I’m written about them online too. Got home at 11 pm after formats too; iPods, cassettes even mag-tape playing it on the guitar! Guitar amps tend to be I still buy CD’s and vinyl. I’m in a minority I a gig. Nirvana “live at the reel to reels a la “Pulp Fiction”! They can be a Marshalls. PA’s (I have two) are both Peavey. For know but if there’s something I really love, paramount’’ was playing lot of fun. smaller gigs The XR 800F is a great one because or like the look of I’ll get it. The other week I on BBC 4. Had this playing When I share music, I’m pretty targeted. the mixing desk is powered so no need to lug found two mint condition LP’s of the Stones whilst preparing food. We sat and For example, I shared one of my original a separate power amp. I get almost as much “let it bleed” and “The Long Pigs” who I’d never watched/listened to the whole compositions written about two days ago. A Personas — a common tool used by satisfaction playing music through my PA during heard of. I put them on my Bang & Olufsen turn thing in the end. Seeing such a friend has a documentary coming out about findings to the group. This approach breaks in the set as I do actually performing! table the second I got home. Later I converted raw, visceral talented band still the terrors of mechanized combat in modern Weirdly, I often still use my portable Sony mini them to digital with logic and the albums now gives me goosebumps. warfare and she really needed some original disc player for this. I’ve got a lot of great vinyl resides in my iPod and still retain that analogue 1am: John Martin “small music very quickly. So I wrote “Apache Pilot recorded onto minidisc, and at volume through warmth, warts and all. hours” playing on the Song” for her, and recorded it. I chose this that PA, it just sounds amazing. Spotify is a great “go to” music platform bedroom system. I tend to one because it sums up for me the ease and In the kitchen my little “In Motion” by for discovery, the search engine, however, is have that iPod loaded up with speed that the digital realm allows one to Altec Lansing is a closet love of my life. It very specific and a little cranky. I don’t tend to very chilled stuff as I often like to create and share music. She’s in Berlin and industrial designers — can be helpful folds up into the size of a book, and has a really download from here as audio quality isn’t great. fall asleep listening to music. This that tune is now in her film a mere 36 hours allows for the needs of one key good sound for something so small. It’s a great I dabble with the others but iTunes is my song never fails to transport me after being created! I used Sound Cloud as companion for my iPod and my iPhone. I take main download source for digital music. Reliable to a really, really good place. Like the level of control one has over who listens, it whenever I go away anywhere. I also have quality/speed/sync-functionality are the main a dream. who can download etc. is very good. another in the bedroom. I love to cook so this reasons I suppose.

bringing the research results to life posterFINAL.indd 1 11/9/12 9:35 AM consumer segment to be addressed by focusing on real consumers whose from several different team needs and desired benefits fit the perspectives using several different research findings. representative personas. After all the teams’ new product ideas have Segmentation studies are a been shared, participants vote for great match for persona workshops. About me their favorites, and the end result is I’m Ricardo. I live just outside Paris with my wife in A persona workshop can help a small house that is filled with music and happiness. Music is everywhere in my life – all the rooms in the house, my phone, my car, my office when possible – I can’t live without it. I discovered music at the not only a list of potential concepts age of 12 – since then I can’t stop listening to music marketers, product developers, and everywhere. RICARDO for future product development, but other business stakeholders fully also the successful demonstration to understand and internalize the results My music Sharing and the client that the segmentation can of a segmentation study by turning How I listen occasions discovery

As I mentioned, my home is filled with music have to search in Spotify for an artist, a song I usually wake up to music. This Discovering music is like traveling for – everywhere but the bathroom. So as you or an album...and it plays it. Since I discovered morning we woke up around 11 – tough me, it sparks my passions! It allows us can imagine, there are a lot of music listening it I’ve been downloading less music. I also because we were out at a party until 4:30 to discover new people from around lead to concrete action. devices here. like the way Spotify suggests similar artists to am. I played Bill Withers, because we needed the world, new countries, new emotions, First, the vital toy: my iPhone... and not only the ones I listen to. Sometimes I find myself something cool and smooth to wake up in new feelings...I have a good story that because I’ve got all my contact and email. The listening to new (or old/unknown) artists all a sweet way. It started on the iPod dock in illustrates this. the segments into real people. These main reason I keep it with me 24 hours a day afternoon, just by switching from one artist to the bedroom to get the day going, and then Last year I discover an African band is because I can listen to my favorite songs another. The last thing I really appreciate is the after about 20 minutes I sent the album called Staff Benda Bilili. It’s a group anywhere... It is essential in my life. social network connection with Facebook, It to the Sonos player so I could listen while of street musicians who perform live I got my Sonos 5 player last month for allows me to share songs with my friends, and showering. in Kinshasa. Their music is rooted in my birthday and I can tell U that this device to discover their playlists. The next listening session started at 1:15. rumba, with elements of old-school is GREAT.... It plays everything in the house Next most important is my iTunes library Like we do every Saturday, we had rhythm ‘n’ blues and reggae. (digital music form my iMac, sound from my because of its size (45000 tracks). I mainly a housecleaning party for a couple of The core of the band consists of four iPhone, music from the Internet, webradios, use iTunes on my iMac and the netbook. I hours. My wife requested a Ben Harper senior singers/guitarist, who are all Spotify, Deezer). Before having this Sonos don’t even use it on my iPhone, because of/ album, because she heard part of his album disabled and get around in spectacularly real-people personas can be based system, I could easily listen to whatever thanks to Spotify. I think I continue with at the party last night. We started on the Persona workshops can also be customized tricycles. They are backed by music I want but I was forced to listen on my iTunes because of its Mac capability. Also it Sonos because we were cleaning the ground a younger rhythm section consisting of computer (upstairs or in my iPhone plugged in allows me to buy the music, though I don’t do floor, and then when we moved upstairs abandoned street children. The soloist a dock). Now I can have every piece of music I that much anymore, just a few times a year, we switched to the iMac because you can is a 20 year-old boy who plays guitar-like want without being forced to connect or even since I started with Spotify. hear it on both floors and we need to really solos on an electrified one-stringed lute turn on a specific device, all I need is my phone The third tool is AUPEO (Personal Online crank it up to hear it over the Hoover. he designed and built himself out of a tin or my iPod…it’s easy and it’s always ready to Radio). It’s both a website and an iPhone Throughout the cleaning party we listened can. play music. I can change music from anywhere application. It’s very useful when you don’t to soul, reggae, funk, folk, blues – a real For me, this story illustrates how joyful on respondents’ feedback from in the house. I can do everything I want from know what you want to hear, you just choose mixup! discovering music is. It enriches my helpful in developing strategies for everywhere - that’s freedom! I don’t know a genre and the radio automatically plays that At 5 pm I needed to do some work, “spirit” and my life experience. I love to who invented it, but he (or she) is a genius. kind of music. I use it very often at work so I went to the guest room/office where travel, and discovering new music is like In my weight room is the Fidelio docking when I’m just looking for an escape, not we keep the iMac. Here I played my typical traveling for free! speaker. This nomadic device gives a sound focused on a particular artist or group. It’s work playlist, which has HipHop, to give My most preferred way to share that blows you away! It is compact, extremely also a wonderful way to discover music easily. me motivation and help me forget I have to is to play a song face to face for portable and delivers sounds from my iPhone I just have to think about a genre and I can work on Sunday. After that I switched to a someone, to see the reaction to the during fitness sessions. I also use it to play listen to music for hours without having to little rock followed by classical – to keep me music, to see their feelings and discuss music on the deck or in the garden. select or even think about anything. I haven’t focused on the work. I was working on the with them. Music is made to share and previously conducted qualitative My iMac and its 250G disc full of music subscribed to the premium account yet, but iMac so I played the music from there. listen with people you care about. marketing to, and reaching your in our guest room. Brand new. Everything maybe for $50, I’ll take it by the end of the At 7:30 some friends came over for I also share on Facebook, it’s I love is on it - blues, jazz, funk, pop, classical year. dinner. For this session what we wanted super-easy and all my good friends are music, roots reggae, ragga, disco, hip-hop, After Aupeo comes YouTube. It’s a really good sweet, cool and relaxing music because connected 24/7. Three hundred people soundtracks... EVERYTHING!! useful too – when I hear a good track but can’t we had many things to discuss so we did will receive the link and I’m sure to have I have a few other items, but these are the remember the name of the song or the artist, I not need a party session. I selected one of a lot of feedback. ones that are most crucial to my daily listening. jump on a computer and go forth to YouTube. my Spotify playlists to play on my Sonos - Spotify is the best social I’m really into services. My most important I enter some of the words I remember and some kind of Nova playlist, very eclectic. We network for sharing, people using it tool is Spotify. I discovered it YouTube delivers the answer! A magic tool. I listened to trip-hop, jazz, reggae, funk and are real music fans and they will be more research, or they can come from quick, four years ago and instantly became a premium always use it on my computer, never on my soul – very good background for animating into it. target consumer. For example, it subscriber. It’s a really easy tool to use, I just iPhone. the conversation.

in-depth interviews done expressly posterFINAL.indd 2 11/9/12 9:35 AM can be difficult for companies to line for the workshop. For each segment up their current product offerings uncovered in the segmentation, the or product roadmap with a new research team creates a profile of an segmentation. For example, we can individual respondent that stands out think again about John, the 27-year- as a typical member of that segment old Apple fan who uses his Mac and

(for lack of a better word, a stereotype About me iPhone to record music and share it

My name is Amina, I’m a 20 year old college student living in Paris, and I teach gymnastics to young girls as a part-time job. I live with of the segment), highlighting their my mother and my sister (22 years old). I lis- with all of the new friends he meets ten to music all day long – music has always been important to me because I grew up with music. My sister is in a girls’ band, and she has always been a big influence on me. Music became more important to me when likes, dislikes, lifestyle, and attitudes I broke up with my first serious boyfriend in at rock concerts, whose attitudes 2009 – I found in music a way to overcome the difficult times and the tough emotions. toward the category. During the Thanks guy!AMINA and behaviors are representative workshop, each persona is presented of a social connectors segment. to participants using photos, quotes, It’s much easier to answer product

My music Sharing and video, real-life objects, and any other How I listen occasions discovery questions about John than about

My most important music devices are my I wake up every morning at 8, thanks to the I REALLY need to discover new music – it’s computers and my iPod Touch. I use my clock in my phone. I listen to music in bed for about emotional fulfillment for me. My friends are very computer (both desktop and laptop) to mix songs, 15 minutes – that’s how long it takes me to wake up! My into music, some of them are DJs, so I need to be up make playlists, and download music from iTunes. I favorite song to wake up to is Hosam Habib, Shoft Be’enaya. I on the music trends so that I can participate in the visual aids that help to tell the story. spend about four hours per day looking for new listen to a lot of Arabic music due to the fact that my parents conversation. social connectors: Where does John songs, creating music videos (I make a video, for are Moroccan. This song is a romantic song, and I love to I discover music through friends’ Facebook pages, example of me and my sister dancing, and then set start the day on a positive note! and we email each other links to new songs. I also it to a song or a mix.) I listen to music on my way to work, playing the find new songs on the radio, and I watch videos on My iPod Touch is always in my pocket. I use it to go playlists on my iPod Touch. I have a special commuting playlist YouTube. Talking about new music, about the on iTunes and download new songs, and I can listen I like to listen to – it’s a mix of hip hop and rap, French and lyrics and what they mean, the techniques the singers on the go, usually through my Phillips headphones. American artists. The music surrounds me, it keeps me in use, is often the basis of our conversation. When I’m on the bus or the train, I can forget the my cocoon and lets me listen LOUD without bothering the I share music most often via Facebook. This way place I am and enjoy the music. It’s like I’m in a other people on the bus or the train. I feel like I’m in my all my friends can share with their friends – it’s a cocoon! own world even if I’m surrounded by other people. great way to spread the word! It’s also easy – you listen to music? Who does he share I love to use YouTube to find music videos! It’s After I get home from a long day I like to go in just put a link on someone’s wall, and they can a great way to discover the latest videoclips. And my bedroom and turn on Beur FM, a famous Arabic radio watch or listen right away. It’s a great way to get a when you watch a videoclip, other suggestions channel. I usually listen for a half hour or so. Me and my conversation going! It is much easier, for example, to appear around the video that you might like, which sister put the music on very LOUD and we sing and dance Yesterday I shared a David Guetta song featuring makes it easier to find new videos. iTunes is together. After we’re done all my stress is relieved. We like Usher. I put the video on my wall with my comment. the perfect service. It’s the best way to discover listening to the radio – we can’t choose what we listen to, but My friends commented also, then their friends – the latest songs, and to download the music like. I we like the suspense of trying to guess which artist comes within a few hours I had seventy comments on this create lots of playlists to store on my iPod. next! We love listening to music that takes us back to our song! It’s very fulfilling to be the catalyst of this kind origins. of activity. it with? Why does he share? Which design a new product aimed at John, a of our products does he use, if any? 27-year-old Apple fan who uses his Mac posterFINAL.indd 3 11/9/12 9:35 AM What could get him to try our brand? and iPhone to record music and share it with all of the new friends he meets © 2017 Vital Findings 8 AFTER RESEARCH IS COMPLETE

CASE STUDY

A music headphone segmentation provides a good example of using a persona workshop in this way:

In this case, a client had just finished a to? Where? What role is music playing in the quantitative segmentation, and had identified occasion? Why are they using headphones? This one target consumer they were particularly first exercise helped the teams gain a nuanced interested in based on their high share of appreciation for their persona. spend in the category and influence on other Next, the teams were asked to layer products consumers. The senior management team was from the roadmap onto the persona and the pleased with this focus, but the product team scenarios they had created. They were asked was having a difficult time envisioning how the questions like: Which of our roadmap products segmentation fit with their product roadmap. is going to be most interesting to your persona, Luckily, the client had done exploratory and why? Write 2-3 bullet points that would be ethnographies before the quantitative research, the most effective way to “Pitch this product” and reached back to that data to identify directly to your persona. What benefits will be respondents who fit the characteristics of the motivating for him or her? new segment. Using photos, video, diaries and collages from the ethnographies, they created After each team had finished, they each three personas, each representing the high- presented their persona, scenarios, and product opportunity segment in different ways. The roadmap implications to the full group. While client then set up a persona workshop with the listening to other teams present, participants researchers, marketers, and product managers were asked to write down on post-its their key in the business unit. takeaways from the presentation. When all teams had finished presenting, participants The group was split into cross-functional layered their post-its on the persona posters, teams, and each team was given one of the clustering them by theme. At the end of the personas. Each team’s first assignment was workshop, the group discussed similarities and to come up with two scenarios for how their differences in how each team assigned products persona uses headphones, answering questions from the roadmap, and agreed on which such as: Describe the occasions. Who’s assignments made the most sense. participating? What music are they listening

he examples in this paper demonstrate the range and versatility of insights workshops, but can seem intimidating. We think this is such a terrific tool for turning insights into action T that we’ve developed a methodology for a one-hour workshop, one that you can get started with right away: the Key Findings Workshop. Workshops that focus on presenting key findings allow for supply-side and client-side teams to work together to distill insight and draw implications from the research findings. The easiest method of preparation for one of these workshops is to cut and paste all of the headlines from each slide of the final PowerPoint report onto individual index cards or slips of paper. These sets of key findings can then be handed out to workshop participants for discussion. Ideally, before the workshop, each participant has read the report and singled out their personal key takeaways. Since this is not always possible, at the beginning of the workshop, participants first listen to a brief summary of the thought behind the key findings, led by the supplier research team. Each workshop participant should have a stack of the findings note cards in front of them, which they prioritize and order according to how important they are to the business. Each participant then presents their top three to five most important statements, pinning the slips of paper to a bulletin board. Successive presenters cluster their top choices alongside those already on the board, and then the entire group spends half an hour discussing the clusters encompassing the most slips of paper (the most mentioned clusters), brainstorming implications around each. The results from this type of workshop can be combined with a shortened version of the executive summary from the final research report to create one cohesive document outlining the most salient key findings and their implications for the business, an invaluable aid in executive decision-making.

here is nothing more empowering not fall in the synthesis and evaluation in market research than seeing cognitive mindset that experts view as T the results of your research key to learning. Workshops are already acted upon. However, our main being widely used by design strategy communication tool — the final report — firms, management consultants, rarely stimulates action. While reports and branding agencies, and can help will always be our main deliverable, market researchers vastly improve more and more executives are judging how actionable research deliverables our work based on the action it delivers ultimately become, and help all of our — not the volume or length of our key stakeholders view research in a new reports. Presentations help, but still do and much more dynamic way.

ADDITIONAL RESOURCES

This paper includes background and case studies on research workshops, and is meant to be paired with D.I.Y. INSIGHTS WORKSHOP CARDS, also Other helpful resources available in the document. Standford d.school bootcamp”

Idea Sketches Sprint No. Designer: Date:

Idea Description Intended Feeling “Develop products with your target consumer”

Possible Formats Support/Requirements Co-CreatIon Workshop

Idea Description Intended Feeling IDEO’s Human-Centered Design Toolkit” persona Workshop Possible Formats Support/Requirements “Personify your target segment or consumer “

Ion McKinsey & Co. tips for brainstorming prIorItIzat “Create the ideal product experience” Workshop ConCept “Distill, cluster, and prioritize insights” development

TMRE card.indd 5 TMRE card.indd 9 W11/8/12orkshop 9:42 AM

ImmersIon TMRE card.indd 3 11/8/12 9:42 AM

Workshop TMRE card.indd 7 11/8/12 9:42 AM “walking in the customer’s shoes” 11/8/12 9:42 AM Frog Design’s Collective Action Toolkit D.I.Y. Insights Workshop Cards 11/8/12 9:42 AM TMRE card.indd 1

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