psychology mis-focus (zarla ludin)
TRANSCRIPT
2014 Psychology Mis-focusZarla LudinDirector of InsightsMotivate Design
Our work allows other work
to get done.
So what’d you learn?
DescriptionSome people smoke, but don’t want to.
InterpretationSmoking can be social.
ImplicationReplacements for smoking.
StrategyHelp people quit smoking.
BE A RESEARCH NERDSNOB
We have to consider the thoughts
and ideas of others.
OUR INDUSTRY LOVESBUZZWORDS
Why are buzzwords an issue?
KnowledgeWhat if we don’t know?
SkillWhat if opinion is misguided?
AttitudeWhat if it stops us?
Psychology is greatbut it may be only one
lens to our learning.
I smoke. EconomicsReturns for smoking.
PsychologyTriggers to smoke.
SociologySmoking as a vice.
AnthropologyConditions for smoking.
$£¥ €
Time
Big topicscan’t be considered
with just psychology.
MOTIVATION & SELF-CONTROL & WEIGHTMGMT
Define this product.
FormAn app.
FunctionalityCounts calories.
TargetPeople who use smartphones for life goals.
We have to showthe value of a holistic
approach.
DO SOME SECONDARY RESEARCH
Epidemiologyobserve risk factors
and patterns.
Biologyask about
family history.
Sociologylearn about how
they use resources.
Source for all images: http://nos.twnsnd.co
So what’d we learn?
DescriptionWeight management is difficult.
InterpretationCounting calories is too rational.
ImplicationApp is good for the company, not the customer.
StrategyTarget the most needy, not the most receptive.
EVIL: WHEN IT’S THE ONLY THING WE EXPLORE