Design in Sight workshop presentation
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The document provides guidance for participants in a design competition with both a research and design component. It outlines that the research portion involves finding an insight, and provides an example of a breakthrough insight about laundry being a chore versus dirt showing kids enjoyment. It then discusses various research methods like interviews, observation, and ethnography that can be used to discover insights. For the design portion, it advises thinking about the brand's marketing mix, visual language, and how the design fits with trends and the brand's context. The goal is to reimagine a product package and one additional touchpoint while grounded in consumer research.
![Ladder
Moderator, “What do you like best about your phone?”
Respondent, “Getting real-time sports scores” [feature]
Moderator, “What is important about that?”
Respondent, “I know what’s happening right away.” [functional
benefit]
Moderator, “What does that do for you?”
Respondent, “I can tell my friends, as soon as I know.” [higher
benefit]
Moderator, “What does telling your friends right away do for
you?”
Respondent, “I am the go-to guy for sports. My friends expect
me to know. It is what we talk about.” [emotional benefit]
An example of laddering. A simple way of doing this - just keep asking ‘why?’](https://image.slidesharecdn.com/workshop-20presentation-20for-20web-131204101727-phpapp02/85/Design-in-Sight-workshop-presentation-26-320.jpg)
Design in Sight workshop presentation
- 2. The research bit The design bit As hopefully you all know by now, there’s two halves to this competition: 1. research bit 2. design bit
- 4. In the research bit, you’re looking for an insight Insights are like fairies: they can take many forms and they’re notoriously elusive (But insights are non-fictional)
- 5. Here’s an example of a stellar insight… The traditional view of laundry is that it’s a chore This is a functional view of the category
- 6. Which leads to adverts like this … The Daz doorstep challenge, about getting whites whiter - the function of the product
- 7. Unilever, owners of detergent brands like Persil – conducted research with mums who washed their families’ clothes. The mums talked emotionally about seeing their kids come back with filthy clothes after being out playing. But – they didn’t talk about it in the negative way you might expect. Sure it was another wash that needed doing, but the dirty clothes showed that their kids were happy, that they were enjoying life, and that was something to be celebrated.
- 8. Dirt isn’t bad It’s good! The insight - dirt isn’t bad, it’s good!
- 9. This insight opened up a paradigm shift in marketing which led to Unilever’s ‘dirt is good’ campaign…
- 10. … which still supports the success of Unilever’s detergent brands to this day, and is the inspiration behind the design for its packs.
- 11. Our guide to insight hunting
- 12. What’s the right method? Focus groups & interviews Creative workshops Observation Ethnography Online So how do you get these insights? ! Start with choosing a method. You’re looking for something that will uncover what you need to know, but is also practical to do
- 13. What’s the right method? Focus groups & interviews Focus groups is essentially gathering people with similar habits, ages, views etc. and talking to them for an extended period about one topic! ! It is used to test or explore an idea by putting it under the microscope (e.g. new designs) - or understand their views on something (e.g. attitudes towards online banking)! ! This is an age-old method for qual research - its weakness is that it encourage over-rational thought about things that consumers don’t think about rationally! But, it is good for getting deep into topics - you’d be amazed how deep you can get into topics like laundry, or nasal congestion!! ! You could gather your friends who use your brand (or its competitors) to understand the issues in the category, and how your brand is perceived…
- 14. What’s the right method? Creative workshops Creative workshops are essentially the same idea, but tend to be used for what’s called ‘co-creation’ - using them to generate ideas! You could gather your fellow students to brainstorm ideas…
- 15. What’s the right method? Observation This is more about watching than asking You get a truer ‘read’ here, because you’re seeing what actually happens than rather than asking them, which they gets explain or remember accurately You could go to a supermarket to see how shoppers act in the aisle…
- 16. What’s the right method? Ethnography ‘True’ ethnography is about living with and truly integrating with people in order to understand their lives But most of the time, it means going to joining them as they shop, see inside their homes and fridges, and see how they really use the products You could go to the home of someone who uses your brand to see how they use and store it in reality…
- 17. What’s the right method? Online Not a different style of approach per se, but a different medium. We use online to set homework tasks to respondents, e.g. ‘show us a night out’, or ‘describe how you use baby bottles’ You could use Skype to call someone abroad to see how they perceive your brand over there…
- 18. What’s the right sample? Users Who to talk to? ! People who buy your brand if you want to understand what people love about it… … or people who don’t, to understand what might expand its share? & Non-users
- 19. Prepare a guide Prepare a guide and stick to it A typical group lasts 1-1.5 hours You’ll be surprised how long people can talk!
- 20. e.g. this for a recent soft drinks project ! Here’s we’re understand usage and attitudes: When / where they drink soft drinks What they want out of them We’ve also predict what they might say so we know to dig a little deeper All of this in 10 minutes!
- 21. Go in with an open mind This is hard as a designer The temptation will be to have a solution and work backwards. We’ll spot that! Instead, approach the research open-mindedly, and let the problem and insight come out naturally
- 22. Avoid closed questions Do you think it looks tasty? How tasty does it look? If they can answer it with a yes or no, it’s closed
- 23. Brave the silence Your ‘respondents’ will fill silences eventually - and sometimes it can be gold
- 24. Avoid like and dislike … instead focus on what designs are communicating
- 25. Listen, don’t lead. Listen, don’t prompt. Don’t put words in their mouths, let them do the talking.
- 26. Ladder Moderator, “What do you like best about your phone?” Respondent, “Getting real-time sports scores” [feature] Moderator, “What is important about that?” Respondent, “I know what’s happening right away.” [functional benefit] Moderator, “What does that do for you?” Respondent, “I can tell my friends, as soon as I know.” [higher benefit] Moderator, “What does telling your friends right away do for you?” Respondent, “I am the go-to guy for sports. My friends expect me to know. It is what we talk about.” [emotional benefit] An example of laddering. A simple way of doing this - just keep asking ‘why?’
- 27. Watch! Most communication is non-verbal How do they act? Uncomfortable? Passionate? What aren’t they saying? A lot of the brands are those which people aren’t necessarily engaged with - but there’s areas for all of them that they are engaged with… e.g. Calgon - rationally, maintaining a washing machine is about avoiding the cost of it replacing it when it breaks. But emotionally, it also might be about caring for your home, the sense of unseen cleanliness. That’s not something they’ll easily tell you.
- 28. The design bit This is more over to you Our work handles the research that guides the design process That said - a few thoughts you might want to consider
- 29. Think about the marketing mix We’ve asked you to reimagine pack + at least one touchpoint. Think about the role in the marketing mix
- 30. Axe’s pack is about: Gravitas, potency & efficacy Axe has a complementary mix - pack & ATL say different, but complementary messages Its ATL is different, but complementary: Irreverence & sexual confidence
- 31. Ben & Jerry’s replicatory mix means both pack & ATL for Ben & Jerry’s is about: Levity, approachability, taste Ben & Jerrys have a replicatory mix - the same message on both
- 32. Think about the context What environment does your brand operate in? Think about the trends that might affect it, e.g in design (e.g. quiet branding), consumer (e.g. shift to snacking in cereal), social (connectedness), economic (recession), business (copycat brands), technological (Google Glass), environmental (limited resources)
- 33. Think about your Visual Brand Language
- 34. Name that brand?
- 35. Dyson - you can tell through colour, shape…
- 36. Name that brand?
- 37. BMW You can tell these brands because they’ve build up what we call visual equities - so you can recognise them by more than their logo Strong brands have a rich pool of equites to draw on - weak ones don’t
- 38. Also true of bands! Take Coldplay for instance. Love them or hate them, their publicity drive for Mylo Xyloto has been a fantastically joined up campaign. Like most bands, they have a consistent visual theme across their albums and singles…
- 39. … and also their website …
- 40. … but this also extends to their music videos …
- 41. … and even their costumes, lightshow and stage decor in their live performances
- 42. Heinz and Marmite are two brands that have their Visual Brand Language well established - hence why you can recognise them easily here
- 43. Good luck If you need help, drop us a line at hello@designinsightcompetition.co.uk