THE FIRST LOOK

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THE FIRST LOOK
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ASSIGNMENT
In teams, you will contact 3 friends and family
to interview and observe on your topic. You will
conduct these interviews and post your
observations.

• Preparing
• Recruiting
• Writing a discussion guide
• Interviewing Observing
• Downloading

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Beginners Mind
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Observe vs. Interpret
What do you see happening in this image? What
might be the reason for this behavior? What
would you ask to find out the real answer?
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RESEARCH METHODS
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RESEARCH METHODS
LEARN These methods involve background research,
providing a context before fieldwork
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RESEARCH METHODS
LOOK These methods focus around human
observation, with a focus on what actually
happens vs. what is said about what happens
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RESEARCH METHODS
ASK These methods are interactive and require
participation to unveil pertinent information
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RESEARCH METHODS
TRY These methods create simulations to
encourage empathy learning through doing
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RESEARCH METHODS
LEARN These methods involve background research,
providing a context before fieldwork LOOK These
methods focus around human observation, with a
focus on what actually happens vs. what is said
about what happens
ASK These methods are interactive and require
participation to unveil pertinent
information TRY These methods create
simulations to encourage empathy learning
through doing
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RECRUITING
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IDENTIFY PEOPLE
In most market research, researchers talk to
average, target customers. To inspire design,
learning from people on the extremes can lead to
generative insights and inspiration.

• Think about your design challenge and questions
  you will want to explore in research
• Develop a spectrum that makes sense for your
  challenge
• Determine the profiles of people at the extremes
• From these profiles, determine what kinds of
  people you want to talk to

1/3
1/3
1/3
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CONTACTING
Create one email request that goes out to all
potential recruits. Cover the following points in
the request.

• Purpose of the observation
• Reason why theyd make a good contribution
• Explanation of what will occur during the
  observation
• Compensation for their time
• When the sessions will be conducted
• Duration of the sessions
• Request to to record and photograph the session
• Confidential nature of observations

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SCHEDULING
Here are some things to keep in mind for
scheduling people to talk to.

• Have a telephone conversation first this allows
  you to
• - Make sure the person is coherent and
  articulate
• - Make sure the person fits the profile you are
  looking for
• - Develop comfort on both ends about meeting
  face-to-face
• Schedule interviews at least 2-3 hours apart
• If too many people respond, screen them over the
  phone to decide
• Remember, once you schedule someone, you must
  pay them if you decide not to go through with the
  interview! (note this does not apply if they do
  not show up to the interview or change their
  minds)

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DISCUSSION GUIDE
When writing the guide, challenge your
assumptions in order to gain deeper understanding.

• CONSIDER THE FOLLOWING
• What are their anxieties?
• How are they managing these anxieties currently?
• What are their aspirations?
• What kinds of behaviors and interactions take up
  their time?
• How are people communicating and sharing?
• What kinds of artifacts are involved?
• What motivates people to do certain things?
• What prevents people from being able to do
  certain things?

Tips for Discussion Guides Open specific Warm
up the participant with questions they are
comfortable with. Go broad Prompt bigger
thinking that they may not be accustomed to on a
daily basis. Probe deep Dig deeper on the design
challenge and prompt with What if scenarios.
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IN THE FIELD
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FIELD CHECKLIST

• Discussion guide
• Permission form
• Interview compensation/Thank You gift
• Camera and/or voice recorder
• Probes (if applicable)
• Notebook and pens
• Research schedule with participants contact
  information

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RESEARCH ETIQUETTE

• Try to call the participant before showing up
  for the interview.
• Approach all participants with courtesy.
• Clearly identify yourself and the intent of the
  project.
• Obtain permission to record and use information
  and imagery.
• Offer to compensate participants for their time.
• Tell participants that they can choose not to
  answer any question.
• Maintain a non-judgmental, relaxed and enjoyable
  attitude.
• Protect participants identity and confidential
  data.
• Remember to get written permission before taking
  photos, unless in public

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IN THE INTERVIEW
Open-ended Questions Tell Me About a Time
When Five Whys Show Me Think Aloud Ask
Naïve Questions
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LOOK FOR
Pauses in Action Things/Qualities That Prompt
Behavior Workarounds or Adaptations Body
Language What People Care About
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TIPS FOR THE FIELD

• To get the most out of your interview/observation,
  try to
• Approach with an open mind. Dont jump to
  conclusions.
• Have a conversation with the person, not an
  interview.
• Empathize and identify with the people you meet.
  Try to see things from their point of view.
• Delegate a lead interviewer (when theres more
  than one researcher). The other researcher can
  play the role of photographer/note-taker.
• When possible, have participants show-and-tell,
  rather than just talk about what they do. Dont
  be afraid to ask Can you show me how you do
  that?
• Use non-verbal cues such as eye contact, nodding
  and smiling to reassure the person you are
  engaged and interested in what they are saying.
  (Avoid verbal cues, especially when filming.)
• Ask open-ended questions, e.g. instead of Do
  you like this? ask What do you think of this?
• Do not rush to the next question. Let
  participants complete their thoughts.
• Do not interrupt, talk over another, or assume
  you know what others will say next.
• Always ask participants to explain their
  reasoning. Ask Why until underlying meaning
  emerges.
• Keep in mind that what they say might not match
  up with what they do.
• Participants may not be able to verbalize (or
  even know) what they need. Thats okay.
• Remember the interviewee is the expert.
  (Refrain from making them feel that youre more
  knowledgeable than they are.)

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THE DOWNLOAD
Its always best to debrief with the team
immediately following an observation, when
stories are still fresh. This ensures important
details are not lost.

• Use these prompts to support a successful
  debrief
• Note the most interesting or inspiring things
  that you heard or observed, such as behaviors,
  problems, or needs.
• What were the top 5 learnings?
• What were the top most inspiring stories or
  unexpected events?
• What are the key motivators (drivers) that would
  motivate this person to do/use/buy ___________?
• What are the key barriers (hurdles) that might
  prevent this person doing/ using/buying
  ___________?