We had our first Design Lab of the school year today, with an INSIGHT – Design Research workshop led by Leah Hunter, Global Head of Insights and Innovation from Idea Couture. We started the workshop right away with a couple exercises to understand personal biases, and we had a very Californian “zen” moment to brainstorm the feelings and environments associated with “I Don’t Know”. We also explored the tool of ethnography, and we dug through Leah’s handbag – literally. Through observations of her three lipsticks (all the same color), a used Splenda packet, and a photo of her daughter, among many other things, we all came up with different conclusions as to what that might say about her, her behaviors, and her personal style. We learned that the same data point will likely lead to multiple conclusions; therefore, we must gather as much information as possible during the observation process, ask questions along the way, and then use these insights to form strategic conclusions. The workshop ended with a prototying activity on how to influence people. As we continue to understand attitude, behavior, and demographics, we hope that we can differentiate ourselves by uncovering consumer insights that others miss, through key observations into what is meaningful to consumers.
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