[imr]week5

융합리서치방법론 + 실습 (Theory & Practice)

Week 5

1 IntroductionIce Braking

understanding major issues aboutintegrated media research planning & practice

2 Research Process Overview(concept/purpose/methods)Define research question

3 Research Process Secondary(Desk) Research

4 Qualitative(Design) methodDesign research processDiscovering phase

5 Qualitative(Design) method Interpretation phase- Affinity Diagram

6 Qualitative(Design) method Modeling phase- Persona, Metal model

7 Qualitative(Design) method Co-Creation, ideation phase- Scenario building, mind mapping

8 Prototyping - Paper prototyping- Video prototyping

9 Quantitative methodsurvey (1)- research elements- sample design

10 Quantitative method survey (2)- questionnaire design

11 Quantitative method survey (3)- statistical analysis

12 Quantitative method FGI(Focus Group Interview)

13 Quantitative method - Experiment- Content Analysis

14 project report writing a project paper

15 presentation ofterm project Results

presentation of term paper which isperformed in this semester

TODAY.

Interpretation

• Interpretation Methods

Lecture

• Affinity Diagram• KJ Map

Practice

•Final Keyword

Report

50min

100min

50min50min

50min

50min

HHM.jylee6977.com/tc

KGIT 2011 Spring Semester | JYLEE

HaNd Held Media

Mapping TechnologyIdentifying criteria, Developing Strategic frameworks, Specifying and Scoping out of details. Turning complex data into insights

1

융합리서치 방법론 & 실습 | WEEK 5 : Interpretation

Define| 배경 및환경조사

Discovery| 사용자조사 및 관찰

Synthesis| 모델링, 아이디어

Implementation| 프로토타이핑, 적용

!

Problem Define

무엇이 문제이고 그것을 어떻게 해결할 것인가?

Design Goal& Principle

해결을 위해 서비스 사용자들의 Unmet Needs와Latent Needs는 무엇인가?

Solution Suggestion환경적 문제와 사용자들의 Needs와의

Gap을 줄일 수 있는 방안은 무엇이 있는가?

Big Idea

| Process


| Mapping Methodologies

Giving strategic direction

Identifying criteria, developingStrategic frameworks, specifying andScoping out of details. Turning complex datainto insights

RequirementsInformation about context, client, service provider, constraints and market place

ConsiderationsMapping is always based on information. The strategy and direction is only as good as the facts they are based on.


Define| 배경 및환경조사

Discovery| 사용자조사 및 관찰

Synthesis| 모델링, 아이디어

Implementation| 프로토타이핑, 적용

!

Problem Define

무엇이 문제이고 그것을 어떻게 해결할 것인가?

Design Goal& Principle

해결을 위해 서비스 사용자들의 Unmet Needs와Latent Needs는 무엇인가?

Solution Suggestion환경적 문제와 사용자들의 Needs와의

Gap을 줄일 수 있는 방안은 무엇이 있는가?

Big Idea

| Process

Affinity Diagram


| Mapping Methodologies

Giving strategic direction

Affinity DiagramPersonaCustomer Journey Map (CJM)

Expectation mapContext mapping


The affinity diagram is a creative process used for gathering and organizing large amounts of data, ideas and insights by evidencing their natural correlations.

One of seven management and planning tool

| Affinity DiagramAffinity Chart, KJ Method, 친화도법(親化圖法)

* It was created in the 1960s by Japanese anthropologist Jiro Kawakita.


Fastest and best method to see all the issuesExposes and makes concrete common issues, distinctions, work patterns

a. Affinity diagram. This diagram is a hierarchical representation of the issues

b. Affinity note. The interpretation session notes.

c. Blue labels. Coherent set of notes representing a

theme or work distinction

d. Pink labels. The next level of label,

collect together a set of Blue labels with a common theme.

- Languages in voice of the customer.

e. Green labels. The highest level of affinity label,

these summarize the Pink labels under them

- big piece of the user story

| Affinity Diagram


| Affinity Diagram

http://cfs14.tistory.com/original/36/tistory/2009/01/08/17/39/4965bbbd20106


Preparation

Prepare a team roomIdentify the interpretation team

| Affinity Diagram

Presenter

- Interviewer- Brief overview of the user and work- Shares the insights from the interpretation- Walks the models Each model should presented, Only key points and significant findings

Participants

- Asking questions - Raising any new issues, DI, Q captured

Note taker

- Updates the affinity noteswith any new observations, DI, Q and insights


Preparation During Interpretation

a. Identify the role ( Interviewers, Note taker, Interpretation team)b. Capture the user profile (Separate document from Affinity notes)c. Capture affinity notesd. Capture insights

| Affinity Notes (5-10 min each)


c. Capture affinity notes

Do Records- Interpretation of events, use of artifacts, problems, and opportunities- Important characteristic of the work- Breakdowns in the work- Cultural influence- Design ideas (Flag with DI)- Questions for future interviews (Q)- Insightful customer quotes

Do not records- Demographics- Other information represented on work model




d. Capture Insights- After capturing the affinity notes(50~100) capture team insights.

- This is not design idea or solution- This is describe patterns, situations, needs, key issues, not solution

- Capture insights on a separate flipchart, including any points that have already been captured in the affinity notes. This flipchart becomes first results




Build the Affinity

1. Place all affinity notes2. Add blue label3. Reorganize the wall (Add Pink and Green Label)

Final Affinity

Rolling in new data

| Affinity Diagram

Preparation


Build the Affinity (10min)

1. Place all affinity notes (Read the notes!)

-Start with the one person to build the first column (NO DI,Q)

- Everyone reads through the notes and find the groups

- If related affinity notes are found, place under them

- If not, start new column

- Repeat until 10 columns with 2~4 notes each

Final Affinity

Rolling in new data

| Affinity Diagram

Preparation



2. Add Blue label

1.Walk through each column of notes looking for notes that hang together and regrouping them into these smaller groups.

2. Discuss any issues or ideas for new groupings.

3. Separate out any notes that don’t fit

4. Start new columns, if necessary.

5. Write Blue labels for the resulting groupings.

!! Good Blue labels have design relevance

Final Affinity

Rolling in new data

| Affinity Diagram

Preparation



3. Reorganize the wall

1.Restructure the Blue labels to eliminate redundancies and write your final Blue labels.

2. Create coherent Pink groupings by grouping like Blue labels together and write the Pink Label (3~6 Blue label underneath)

3. Group the Pink labels to create your final coherent Green labels and write the real Green labels(4~8 Pink labels/5~6 Green Label)

!!Good Pink labels reveal key issues in the data

Final Affinity

Rolling in new data

| Affinity Diagram

Preparation


Build the Affinity

Place all affinity notesAdd blue labelReorganize the wall (Add Pink and Green Label)

Final AffinityRolling in new data1. Print the new notes.2. Quickly sort the notes by the existing Green labels3. Clean up the Green labels. Within each Green grouping4. Start new columns for notes that don’t fit 5. Repeat until all notes are placed.

| Affinity Diagram

Preparation


Step5 Draw Finished Diagram (Pink/Green Label)

Step4 Create Blue Label

Step3 Sort affinity into group

Step2 Display Affinity

Step1 Generate ideas

| Affinity Diagram



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For Next 50 min>> Affinity Diagram



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Do your research!>> Next Week : PERSONA | Bring Magazines/Photos



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Q&A