Class #6 Pulling Insights & Coding

Since Last Week: Car Culture
+ Research conducted: 2 recruits
+ High level insights
+ Use of equipment; interview / camera
techniques
+ What worked / didn’t work?
POST-FIELDWORK
Today we will cover:
+ Pulling insights from the interview
+ Coding your research
+ Discussion of the final

PULLING INSIGHTS


3 Levels of Insights

1. Debrief: top 3-5 things (go w/ your gut)
(A person does this...)

2. Note the Patterns
(2-3 people do this...)

3. Formulate Discrete Categories
(People do this...)

+ AFTER EACH: Debrief top 3-5 things you
learned (go with your gut)
+ AFTER A FEW: Note the patterns
+ UPON COMPLETION: Formulate the
categories


DEBRIEF
+ Ideally, you will debrief with the client who has
joined you
+ It's best to debrief with others; different
perspectives enhance the conversation
+ If alone, you should still take the time to
capture a few thoughts.
+ Once captured the main observations, force
yourself to name the top 2-3 learnings.
+ Make it visual: provide a synopsis of the
participants

THINGS TO CAPTURE IN A DEBRIEF
+ characterizations in response to main sections in the discussion
guide
+ common patterns or behaviors
+ an anomaly
+ behaviors/attitudes/motivations related to emerging themes
+ emerging themes/categories/opportunity areas
+ answers to hypothesis or new hypothesis
+ activity/process diagrams
+ an unmet need
+ unanswered questions that emerge--which could be a follow
up question or things to probe in the next interview

force only 2-3 things; get rid of redundancies


EX participant synopsis:
Name:
We talk about...
3 pts / behaviors

technique: print contact sheets of photos; label insights with post-its

CODING
Why do we code interviews?
Communication: So you can pull together
clips to communicate your findings.
Structure: So you can start to find patterns
and categories in the behavior of the
participant.
Efficiency: So you have a searchable record
of the to easily find parts.

CODING
Good coding:
+ Includes participant name, what they said, time
stamp, category, date, location
+ Should take you 1.5 – 2x the duration of the
interview
+ Should be done in excel
+ Should have 3-4 sentences per row
+ Should cluster participant ideas / themes

EXCEL SETUP:
+ participant
+ importance (check mark to flag important stuff)
+ activity
+ time stamp
+ verbatim what they say
+ interpretation / implication
+ primary keyword
+ search keyword
+ tape number
+ order (1,2,3,4,.... helpful after sorting things around)


EX framework: TV for samsung. Project: How can we imporve buying experience.

5 drivers: confidence, compelling experience, choice, control, cache



Workshop: phrased opportunities -> create possibilities and define direction


EX insight list:

Locked Content
People feel like content is locked to the components....

Component Clutter
People are overloaded with entertainment components.....

Divergent Media
People are....


(reworked phrasing many times)


ASSIGNMENT FOR 4/11
+ Code one of your interviews
+ Create a participant overview and grab the best image
of them
+ Write down a list of the most important observations
+ Narrow down your list to the top 3 most important
insights
+ Find clips in the interview that embodies the 3 top
insights
+ Create categories for patterns you saw (you may want
to meet review other’s tapes for this)

+ Excel coding sheet
+ Image of participant and overview
+ List of important observations
+ Top 3 insights
+ 3 Clips you can share with the class
+ List of patterns across interviews


FINAL ASSIGNMENT
You will each choose one of the two research assignments given in my class and use tools learned
in Tim's class to create a final presentation / pdf of learnings and analysis,.
The format will be as follows:
+ Title slide
+ Project / research overview
+ Insights learned from research
+ Analytic research framework
Bonus:
+ Illustrated product / service concepts
+ Research methodology
You will use the tools learned in Tim's class to address:
+ Slide layout / template design
+ Treatment of research images (photoshop) Quality of research images Illustrated research
framework (line art in illustrator)