4.21.08.welcome to research tools.brainco.herbsawyer

Welcome To Research Tools

Class #1

Brainco

Herb Sawyer

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May or May Not Happen In the Following Order

Introduction

Discuss a few terms

Discuss “tools”

Relationship, Insights, Strategic Thinking

Discuss Projects, Internship

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This is a participation class.(as in an active participation)

This class is in beta.(adjusting class to make sure you get the most out of it)

This class is in meta.(use this class to create the class, learn from the class)(it is a research tools class after all)

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To those who came before me,

Thank You.

I will source you as much as humanly possible

“Talent imitates, genius steals”-T.S. Eliot

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Primary Research: (also called field research)

Involves the collection of data that does not already exist. This can be through numerous forms, including questionnaires and telephone interviews amongst others.

Secondary Research: (also known as desk research)

Involves the summary, collation and/or synthesis of existing research rather than primary research, where data are collected from, for example, research subjects or experiments.

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http://disambiguity.com/

http://www.slideshare.net/leisa/diy-user-research-londonbarcamp3

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David Armano

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Key Tools….

If at all possible, everything electronic…lets not kill trees

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“If the only tool you have is a hammer, you tend to see every problem as a nail.”

Abraham Maslow

“You are only as good as your tools”

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Let’s remember:

“data, information, knowledge, insight”

in that order

Forgive me, I have lost the source of this….

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Leading with InsightMatthew Milan, Critical Mass

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1.Insight2.Being Insightful3.Leading With Insight

Leading with InsightMatthew Milan, Critical Mass

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Insight occurs when people recognize relationships or make associations between objects and actions that can help them solve new problems.

BritannicaLeading with InsightMatthew Milan, Critical Mass

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Recognize relationshipsLeading with InsightMatthew Milan, Critical Mass

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Insight is the act or result of apprehending the inner nature of things or seeing intuitively.

Websters

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Apprehending the inner nature

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Recognizable Truths

…that help you understand the real nature of problems.

Leading with InsightMatthew Milan, Critical Mass

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2. Being Insightful

Leading with InsightMatthew Milan, Critical Mass

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To be insightful, you must embrace the following…

Leading with InsightMatthew Milan, Critical Mass

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1: You must ask thoughtful questions

Leading with InsightMatthew Milan, Critical Mass

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2: You need to look beyond the obvious

Leading with InsightMatthew Milan, Critical Mass

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3: You shouldn’t be afraid to reframe the problem

Leading with InsightMatthew Milan, Critical Mass

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4: You must learn to trust your gut

Leading with InsightMatthew Milan, Critical Mass

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COLUMBOCOLUMBO Leading with InsightMatthew Milan, Critical Mass

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That’s right…

Columbo taught me everything I need to know about being insightful.

Leading with InsightMatthew Milan, Critical Mass

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“I know I've been a pest. I'm just trying to do my job.”

The Prepared Mind

Leading with InsightMatthew Milan, Critical Mass

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No Magic….

PrepareIncubateIlluminateVerify

The Art of Thought - Wallas, 1926Leading with InsightMatthew Milan, Critical Mass

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The prepared mind has a repeatable process

Leading with InsightMatthew Milan, Critical Mass

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The prepared mind is always running its process

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The prepared mind is always asking questions

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One more thing…

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The prepared mind looks beyond what is obvious

Leading with InsightMatthew Milan, Critical Mass

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You know what I don’t understand…

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The prepared mind isn’t afraid to reframe

Leading with InsightMatthew Milan, Critical Mass

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There are a couple of loose ends I’d like to tie up. Nothing important you understand…

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The prepared mind trusts their gut

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It’s just one of those things that gets in my head and keeps rolling around in there like a marble…

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Columbo is:

Treating insight as a consequence, rather then a cause in problem solving

Understanding the underlying structure of the problem and restructuring the problem to avoid functional fixedness

Applying procedural similarity to take advantage of representative transfer

Waiting patiently for “suddenness of solution”

Leading with InsightMatthew Milan, Critical Mass

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3. Leading With Insight

Leading with InsightMatthew Milan, Critical Mass

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What does leading with insight mean for your business?

Leading with InsightMatthew Milan, Critical Mass

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A pair of stories about research, culture and results.

Leading with InsightMatthew Milan, Critical Mass

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Validation vs Inquiry

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A culture of validation:

$200K+ OF DISCOVERY RESEARCH100 FOCUS GROUP PARTICIPANTS25 INDEPTH INTERVIEWS10 ETHNOGRAPHIC STUDY SUBJECTS5 PERSONAS

=0 UNIQUE INSIGHTS Leading with InsightMatthew Milan, Critical Mass

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A culture of inquiry:

$1300 TO RENT A VAN AND A CAMERA5 LOCATIONS4 HYPOTHESIS3 GUT CHECKS1 SEVEN MINUTE FILM

=2 UNIQUE INSIGHTSLeading with InsightMatthew Milan, Critical Mass

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The Moral

Leading with InsightMatthew Milan, Critical Mass

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Don’t use research to tell you what you already know…use it to tell you what you don’t know.

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So What?

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Insights help uncover and reframe the true nature of a problem

Leading with InsightMatthew Milan, Critical Mass

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Insights help businesses identify and target positions of differentiation.

Leading with InsightMatthew Milan, Critical Mass

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How do I do this?

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Insight should be a key driver of your business thinking.

Here’s why:

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Good insight (and good research) helps you to know what your customers need…

before they know themselves…

Leading with InsightMatthew Milan, Critical Mass

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Leading with insight means that you can create “the need”.

True DifferentiationReal InnovationTangible ResultsLeading with InsightMatthew Milan, Critical Mass

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Insight is a state of mind

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And a way of doing business

matthewm@criticalmass.com

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Discuss Projects, Internship