taking a seat at your customer's table #sddbcn
TRANSCRIPT
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Taking a seat at your customer's table
Asier Perez Head of Research & Creativity
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DOWAYO
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DOWAYO
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Companies need more their clients than clients need the companies.
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The trouble with market research is that people don't think how they feel, they don't say what they think and they don't do what they say.
David Ogilvy
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DOWAYO
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DOWAYO
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It's about expectations, needs, desires, …
DOWAYO
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• How? • Why?
• When? • How many? • Where?
DOWAYO
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Research mindset during all the project.
DOWAYO
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Not in the internet. Not 9 to 5.
DOWAYO
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Talking to taxi drivers?DOWAYODOWAYO
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When using Uber I enjoy much more talking to drivers.
DOWAYO
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Research will be the soil to grow the project.
DOWAYO
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Empathy as a creative factor.
DOWAYO
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BiasesRituals
DOWAYO
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Handcrafted recruiting!!!
DOWAYO
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What about ethics?
What should I tell them?
DOWAYO
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DOWAYO
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How do I get permission to get invited to have dinner with them?
DOWAYO
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We are all vulnerable and have painful and happy memories to connect with.
Put yourself in the other shoes.
DOWAYO
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How is the cultural gap?
The gap can be bigger with some big corporations than with people.
DOWAYO
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Preparation has to be super exhaustive.
You have to prepare improvisation.
DOWAYO
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• Doing desktop research. Reading around the topic, what are users doing online, check best practices, …
• Design how are you going to be recruiting. • Script conversations.
Preparation of the research
DOWAYO
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Which tools?
Be creative.DOWAYO
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Online research for HomeCooker
DOWAYO
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Participants became researchers
DOWAYO
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Ecosystems and environments of use.
DOWAYO
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She is doing a bank transfer.
DOWAYO
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This is not about trends. It’s about new expectations.
DOWAYO
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DOWAYO
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Clients briefing vs. wider understanding
DOWAYO
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Brand consistency vs. customer’s needs
DOWAYO
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Where is harder doing research?
In the streets of Mexico City or in a Spanish hospital?DOWAYO
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Look for shortcuts, tricks or cheats people are doing as service providers and users.
DOWAYO
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Look for people with restrictions that are making hard to them to solve the problem that is mashing them.
DOWAYO
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Do we have to reward?
It’s part of understanding the contextDOWAYO
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Spend time with extreme users
DOWAYO
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Multilayered synthesis process after the research.
DOWAYO
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Insight is a provocative statement of truth.
Jon KolkoDOWAYO
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Quinceanera is the celebration of the migratory project of the mother.
DOWAYO
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Medical assistance hides the emotions.
DOWAYO
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Customers want someone to force them to safe money.
DOWAYO
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DOWAYO