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Observation - The importance of
in-depth research
Hi guys, I´m Max
I´ll be with you in the
observation module
talking about research techniques
and research methods.
I have a nurse degree,
worked as an auditor
then with process
management
and later on I studied
design thinking
and today I consider myself
a design thinker.
I work with the design thinking
mental model
within the health care
area.
And I will be talking with you
about the observation
because is a more
humane part
and more connected
with the human being
within the design
thinking process.
It is important to remember that
when we talk about
the observation process
we talk about going out on
the streets
to get to know the
challenge
which we are approaching
and is being researched
trough desk research
or with the other members
of the group
but this first part brings
a thinking divergence
that is very interesting
but it is still influenced
by the group knowledge
because in general you are
doing the research
on a comfortable environment
which won't bring
any challenge besides the
mix
of the group knowledge.
When we go to the field,
to the street
that's when the magic
starts to happen
and we start to get
the innovation and insight
momentum
which are very valuable to
the project.
That's we like to say that a good
research is 50%
understanding and 50%
field experience.
So how do we do that?
A practical example that
makes sense
and endorses field work
importance
instead of doing the research on a
comfortable environment
is the purchase of a car.
When you buy a car
when you're interested
on buying a car
Until then you used to
go out
and you wouldn't notice
the number of cars identical
to the one you want.
From the moment you start
doing research
start to get interested
to a given model
when you go out to the street
to do anything
even going to work
or to school
you will start to notice
all the cars of that model.
That is not magic or
a coincidence.
The only thing that
changed
is that those cars were
always there
mixed with all
the others
and because of the
quantity of models
and all the other things
outside on the streets
we do an automatic
selection of what
we want to see.
Much more than a magic
of seeing what you choose
there is a process between
the choice and the
purchase of the car
that we don't realize.
Normally you do research
on the internet
then you will talk
to people
that own that car
what do they think
about that model
then you will read
articles
and eventually you go
to a car store
do a test-drive
talking to people
getting into the car
and trying it.
Although, this purchase process
is very automatic
there are a few techniques
we use
which we don't eve
realize.
Juliana will talk about those
research
triangulation techniques on
the next module
so you can start using
those techniques
within your design thinking
challenges
which you will try to
deconstruct.
Next Chapter - The Triangulation
Research