What it means to conduct my own research, elicit needs, and develop solutions
December 10, 2012
People aren't rational. They aren’t always able to rationally articulate needs, desires, or real expectations. We often say one thing, do another and often feel something else. We are not always conscious of everything that we are aware of. Nor are we able to assess things on purely rational basis. We cannot learn everything by asking direct questions. Most decisions are made based on what people feel rather than what they consciously reason. These feelings are held in the implicit mind, a part of the mind we are not fully aware of and hence cannot report on accurately. Therefore, the customer survey method that has proved the most successful in obtaining valuable feedback and getting real insight is ethnographic research through close field observation of human behavior.
People aren't rational. They aren’t always able to rationally articulate needs, desires, or real expectations. We often say one thing, do another and often feel something else. We are not always conscious of everything that we are aware of. Nor are we able to assess things on purely rational basis. We cannot learn everything by asking direct questions. Most decisions are made based on what people feel rather than what they consciously reason. These feelings are held in the implicit mind, a part of the mind we are not fully aware of and hence cannot report on accurately. Therefore, the customer survey method that has proved the most successful in obtaining valuable feedback and getting real insight is ethnographic research through close field observation of human behavior.
As I wanted to capitalize on my alertness, observation skills, and natural curiosity in people, I decided to develop and conduct an ethnographic research and analyze the findings with the aim of bringing about some kind of change. With an inquisitive mind, habit of questioning established norms, and passion for understanding people and what motivates their behavior, I ventured on a new journey of discovery.
First was the selection of the segment of population with the aim of eliciting their needs. December 21, 2012
Here I am, back to my home country where everything is possible (unfortunately, in the negative sense of the expression) and nothing is forbidden. Day after my arrival, I took the bus and went downtown to meet a friend. Not to my surprise, the trip on the bus was an eye opening experience for me to meet the new Bulgarian teenager. Back from school, he was extremely loud, laughing and talking about how he gained domination over his parents through cunning tricks and lies. He was arrogant and proud of his one night stand conquests, clubbing and drinking experiences. In our western world, this could easily be considered as an acceptable behavior only if the story did not relate to a fourteen-year-old teenager.
And this is how I chose the segment I HAVE to target: young teenage guys and girls
I decided to use in equal proportions two skill sets – an approach that relies on measurement and analysis and another one that relies on “design thinking.” Design thinking starts with an intense focus on understanding real problems people face in their day-to-day lives — often using techniques derived from ethnographers — and then entertains a range of possible solutions.
Through ethnographic research, however, we can simply describe a behavior, rather than explain it. Unobtrusive observations lead to descriptions. Nevertheless, descriptions can be revealing. Describing behavior is the first step towards predicting it.
Research/analytics → Interpret Information → Generate Insight (unearthed during research) → Use the information to build a compelling story (insight driven idea) → Act upon Insight (e.g. solution built around the insight)
A great example of a well-promoted initiative targeted at disadvantaged teenagers is the work done by DDB for Reach, youth charity based on the belief that every teenager deserves support, regardless of their situation. DDB created the Open Book Project aimed at showing teenagers that everyone - even the famous people - goes through the same stuff.
Under construction...
Here I am, back to my home country where everything is possible (unfortunately, in the negative sense of the expression) and nothing is forbidden. Day after my arrival, I took the bus and went downtown to meet a friend. Not to my surprise, the trip on the bus was an eye opening experience for me to meet the new Bulgarian teenager. Back from school, he was extremely loud, laughing and talking about how he gained domination over his parents through cunning tricks and lies. He was arrogant and proud of his one night stand conquests, clubbing and drinking experiences. In our western world, this could easily be considered as an acceptable behavior only if the story did not relate to a fourteen-year-old teenager.
On my way back, while waiting for the return bus I noticed a poster on the bus stop. It talks about something I was blessed to miss. Ten years ago on the very same day, seven teenagers died due to whose negligence? the organizers of the party? the club owners? or the parents themselves? Waiting in front of the slippery steps of the club, seven innocent teenagers died after a massive crush developed in the entrance to the club hall. Similar to what happened during the Love Parade in Duisburg with the slight difference that here we talk about children (age: 10-15). The deadly incident sparked questions about the safety concept of organisers but it never questioned the role parents played in the accident.
Why did we build this monument? It is time to remember!
Club Indigo – the story of one monument!
The day is December 21st – the time is 12 pm
Ten years ago at exactly the same time they were looking forward for the end of the last school day…
They didn’t suspect this would be the last school day. Their imagination drew a picture of a happy evening filled with music, dances, and laughter…A little bit later they would speak with their parents on the phone for the last time and eagerly they would exclude any possibility of a danger, as this is how the heart of a child is set. A few hours later, they find themselves among the first in the long hallway in front of the promised fun, but the doors in front never open. The push of the hundreds of children behind them becomes stronger and stronger. With last strength they try to take a breath. Terrified and abandoned, they leave this world forever.
And then – we, the weighed down with grief adults, built this monument. We built it so as to remind us of the most important task: to build a better world for the best of us – the children.
Did we succeed?
With every pack of cigarettes sold to a child, with every bottle of alcohol, with every car passing through the sidewalk, with every curse, with every bribe, we create the brutal reality of this world which can allure but cannot love…
Ten years ago we promised to change this! We can still do it!"And this is how I chose the segment I HAVE to target: young teenage guys and girls
I decided to use in equal proportions two skill sets – an approach that relies on measurement and analysis and another one that relies on “design thinking.” Design thinking starts with an intense focus on understanding real problems people face in their day-to-day lives — often using techniques derived from ethnographers — and then entertains a range of possible solutions.
Through ethnographic research, however, we can simply describe a behavior, rather than explain it. Unobtrusive observations lead to descriptions. Nevertheless, descriptions can be revealing. Describing behavior is the first step towards predicting it.
Research/analytics → Interpret Information → Generate Insight (unearthed during research) → Use the information to build a compelling story (insight driven idea) → Act upon Insight (e.g. solution built around the insight)
A great example of a well-promoted initiative targeted at disadvantaged teenagers is the work done by DDB for Reach, youth charity based on the belief that every teenager deserves support, regardless of their situation. DDB created the Open Book Project aimed at showing teenagers that everyone - even the famous people - goes through the same stuff.
Under construction...
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