Saturday, 8 October 2011

Personas

Last weeks groups exercise was to conduct interviews and collect date which we would then turn into personas, a profile of a person who represents a segment in the market. The product we were to investigate was 'smash' a healthy alternative to mashed potato that is made by adding boiling water.





First our group agreed on the best types of people to target; busy mothers, students, campers and the elderly. We then decided on questions which would best suit the groups yet keep them abstract enough to obtain as much information as possible.


When interviewing busy mothers our questions were:
  1. How long does it take for you to prepare dinner for your family?
  2. What nutrients are important for you to give your children?
  3. What do your children enjoy eating?
  4. Would you consider giving your children 'smash'?
When interviewing students:
  1. Do you usually buy for convenience or for health values?
  2. how much do you spend on your weekly shop/
  3. Does price come under consideration?
  4. How regularly do you shop?
  5. How long do your spend on average making your dinner?
  6. Do you cook for yourself or others?
  7. Would you ever buy 'smash'?
Campers:
  1. What types of food do you take camping with you?
  2. What cooking utensils do you take with you?
  3. Do you often boil water?
  4. Do you consider the price of the food you take with you?
  5. Would you buy 'smash'? 
Elderly:
  1. How do you buy your food?
  2. How regularly do you shop?
  3. Do you buy fresh food or long life products such as tins etc?
  4. What types of food do you mostly buy?
  5. Do you cook for yourself or for others?
  6. What is your favourite meal?
  7. Would you buy 'smash'?

The responses we got were varied but predictable our camper, a young man in his 20's said he had the facilities to make 'smash', boiled water often but wouldn't use 'smash' as it is too "messy". Next we interviewed an elderly woman in her 60's who said she mostly bought fresh food, prepared everything from scratch but turned her nose up at the thought of using 'smash' over fresh potato.

Students and busy mothers were very similar in that they would not buy 'smash' because they disliked the taste from when they were younger. The mother in her 30's also would not use 'smash' but used other instant mashed potato.

In the afternoon we were to create three personas from the data we collected. We created mind maps and used words to describe the groups and put them on the wall. The we developed our personas giving them names and personalities next to their cartoon pictures.








Wednesday, 21 September 2011

Pillow Talk

WELLLLLL want one of these...





New year, new start.

After a much needed break I came back to Uni souped up and ready to go, the course has changed a bit  and we are now able to choose our own modules. I've chosen Advertising and branding in the hope that after having done absolutely NOTHING to do with Advertising and Branding at school, this will help me for later on in life.

We got thrown in straight away with workshops on Marketing strategies. We were given  made up clents as practice in the morning ours was the DJCAD's Cantina, we listed the overall  pros and cons and transferred them onto a perception map (one of the tools we learned in the lecture the day before) and presented our pitch.








The second exercise was very similar but this time for a REAL client, a University graduate named Joanna Montgomery and her company "Little Riot". We were asked to create a marketing strategy for her product "Pillow Talk", something which certainly pushed my buttons but wasn't necessarily everyones cup of coffee. Our group came up with the idea for Jo to collaborate with hospitals to benefit lone children unable to spend the night with a parent, we suggested that hospitals could provide the product via a rental system in which the child would feel more comfortable and the parents would have peace of mind. The profit recieved through this service could then be used to improve facilities within the hospitals and give "Little Riot" a good reputation and this was our group pitch.

Overall my first experience of Marketing and Branding was very insightful and I'm already challenging some of the ways in which companys try to entice me into buying their product, I also understand that its not all about the product but the way other people percieve the product and other products around it and how in turn pushing advertising in a particular area rather than lots of different areas can recieve maximum impact and increase sales.

Sunday, 1 August 2010

Assignment 5B

Last semester the Textiles department were given a project brief regarding ‘Culture’, as I am new to Dundee I thought this would be a perfect opportunity to get used to my surroundings and learn about the city. I decided that I would look into the history of Dundee and was initially drawn to the Victoria Docks and what Dundee has to offer the locals of today. I would also look at how Dundonians are keen to progress past the tackiness that the ‘Beano’ brings to the city although it is an important parts of Dundee’s heritage and many locals have differing opinions regarding the subject. I would say my research was relatively successful although it only consisted of photographs and a few articles on the history of Dundee, I realise now how I could have thoroughly researched this topic using primary and secondary research methods I learned in semesters one and two of Design Studies.






Had I been more aware of the different types of research methods that could have been beneficial for me I would have done a few things differently. I would first of all checked the main library for books and online journals instead of relying on the faculty library, also the ’cross search’ tool for more varied results. I planned to find blue prints and route maps of the vessels but I gave up when I couldn’t find what I was looking for, here the main library could have helped me in my search as well as informing me of any current projects on going in Dundee at that time. Doing so I would be gathering information from different sources to broaden my knowledge on the topic I was investigating then I would have gone on to create more in-depth mind maps by asking fellow classmates to expand my knowledge base on a more visual level.





Another aspect form Design Studies I could have used to my advantage is the ‘semiotics’ experiment seen in assignment 2 looking at the concept of polysemy. For this type of research I would have looked into how Dundee is looking to remove itself from the initial association with the ‘Beano’ and Dundee being seen as tacky, for this I could have interviewed members of the public, older residents, students and tourists. For example, showing images of the old ‘welcome to Dundee sign’ and also the ‘Desperate Dan’ statue seen in the town centre. It would be interesting to see the different opinions of different age, sex and race, I could maybe then have added text to see if I could influence the results or get a more passionate reaction from the subjects.





Perhaps a research method I could have used would be to undertake a ‘Design Safari’, (a term coined by Chris Davis, founder of Live/Work in 2008) this would integrate ethnography into my own work and research, I could have visited the docks on more than one occasion and observed how people behave around the area, both around the water front and HM Frigate Unicorn to the more regenerated City Quay flats and Retail Village. Do they differ? Are the majority of people around the docks dog walkers or tourists and the Retail Village just locals looking to pick up a pizza? I could also observe if there is a difference in the order that people behave around the contrasting ‘new and old’ elements of Victoria Dock. Do they treat the newer buildings with more respect? Is there less graffiti? In order to fully answer these questions I would have to actually carry out the experiment properly.





For more receptive results I could have included a probe to try and inspire my subjects, with a disposable camera, pen and note pad inside this would encourage them to continuously think about their answers throughout their time around the area, what do they see differently from me? To look more closely at their surroundings, do they behave in a different manner when they know they are being monitored? This would also encourage students new to the area (like myself) who are not familiar with Dundee to venture out beyond the University campus, for this experiment I would have to ensure all participants were safe throughout.





On looking back I think that these research methods would have helped develop me initial studio practise in directions that I left unexplored, although not all methods I have learned would be suitable all the time, I see a clear link in how the skills we learn within Design Studies are directly linked to our studio work which before hand I ignorantly assumed were irrelevant. I think my normal research methods of taking photographs, location drawings and basic mind maps are visually helpful and none the less important, I see how by interviewing my peers I can find out exactly what they are looking for and thoroughly meet their needs. Although I still see myself as a training art student I realise that I cannot rely on what I produce in the studio to carry me through and this has been an important lesson. Of course practise makes perfect and the more experience I have of fully researching my briefs will not only help me now but also when I progress to level three, vastly important when I come to write my dissertation and by the time I am (hopefully) a fully pledged designer will be a second language to me.





Perhaps at a later date I could go back to the ‘culture’ brief and apply all the methods I have discussed and see the difference in my outcome and find that I would be more satisfied with the final outcome.

Assignment 5

Throughout semester one of Design Studies, I researched the topic of service design for public transport, particularly trains and train stations. For this I used secondary research methods, reading journals and articles on behavioural psychology. The aim was to investigate how the general public use the services and to find out their attitudes and feelings towards them. Although secondary research was both beneficial and appropriate I now feel that to obtain accurate results I would have to carry out further research methods and experiments.






To begin with I would undertake a ‘Design Safari’, (a term coined by Chris Davis, founder of Live/Work in 2008) in which I would visit my local train station and both Glasgow Central and Queen Street, this way I could observe passengers behaviour and detect any patterns or differences. While carrying out my observations I would try to blend into my surroundings as much as possible as to not influence the results. It would be interesting to see the contrast in ‘ rules’ and ‘common etiquette’ between the bigger train stations and the smaller local stations. Would ample security of police officers around Glasgow Central create a regulated atmosphere with little crime? And why is the same level of security not apparent in Glasgow Queen street, is it because it doesn’t need it? Another interesting aspect is that of the seating arrangements, do they sit in clusters, pairs or in strange sequence? I would like to be able to visually document examples of insolent behaviour but I don’t feel this would be very safe, especially not in my local station. The differences in behaviour and ethic will also differ on the social background of the passengers, I would have to take this into account and get as wide a variation as possible in order to get a balanced view.





During my observations it would also be important to report on the surroundings as this is very influential on how the passengers behave. Are the stations well maintained? Are the standards substantially lower for the local stations than in the grander city centre stations? If so why? What are the seating arrangements and are there plenty of seats? Is the station properly lit? This alone would darken moral. Likewise the conditions on the trains are just as important, do fellow passengers enhance the overall experience? Do they feel safe? I feel that with this research technique the fact that my observations would be based round particular times and day I would have to repeat the process for as long as possible and try to work out an average. This could on some occasions prove to be a problem had I not sufficient time to carry them out fully. Regardless I see this type of observation carried out to its full potential to be a very successful and reliable approach to finding out about human behaviour.





Another research method that could prove helpful would be to interview some of the commuters, doing so I would certainly achieve more informative results and first hand opinions by doing so. My chosen method would be a simple set of interview questions designed to encourage subjects to elaborate fully, I would conduct my interviews over a long period of time and as frequently as possible. I feel that a questionnaire would be more suitable as a large number of subjects will be rushing to get to their next destination although a simple recording would mean that I could ‘walk and talk’ with the commuters. My method of delivering the questionnaires would be to discretely circulate the passengers either sitting or standing for a period of possibly ten minutes, just enough time to get comfortable and just enough time to scribble down some answers before they catch their next train, I would say ‘targeting’ passengers leaving the station would be more at ease than those coming into the station providing they are punctual. English speaking tourist would probably be very receptive as their opinions would be based around first impressions and gut instinct, especially when looking at how the surroundings effect passengers. The only disadvantage I can see with this method is that the subjects would have time to write down a considered answer rather than an immediate answer which recording could ensure, also they could disregard something as being irrelevant when it is in fact highly important to my investigations.





A very important opinion I could not ignore would be that of the employees and security, they I imagine would be extremely opinionated in response to my questions and here I think a voice recording would be perfect as they would have more time on their hands and I imagine will insist on making their opinion heard. Although in this case the interviews could be biased and no doubt very negative yet still important. This would also be a perfect opportunity to interview somebody higher up in the company, I wonder if the senior employees are aware of the minor issues and hand and if they have any intentions of resolving them. Although this could cause some friction and I would want to be held responsible for any uproar!





Throughout all this primary research I would have to continue to use the research skills I would normal use like the library, online journals and the ‘cross search’ too. I would also be collecting as many images and video as possible to produce balanced and factual results. My experiments would have to run over an extended period of time to ensure I got as much data as possible although not all research methods I have learned would be suitable on this occasion I feel it is all about convenience for the subject as well as myself throughout and of course I could never put either myself or others in danger. Although these are my assumptions on which would suit the situation best I will learn through experience with trial and error but I can only hope to obtain as impartial information as possible.

Assignment 4 : Discussions and Notes






I chose to interview a wide variety of people from students to professionals. I got a decent variation in answers but focused on the extremes. Women mostly considered jewellery, in particular wedding rings to be their most treasured possession. Simply because it is a visual reminder of there partner, wither that be living or deceased, everyday that they are instantly reminded of at first glance. This is also a declaration of their marital status for the outside world which they wear with pride. The rings in question were older and therefore worth more in sentimental value than monetary value but that is irrelevant to them. All women were devastated at the thought of loosing the rings and in particular my mother who said she would not care for another if she lost the original.




The answers varied most among men, I interviewed many of different ages and status, for example one 19 year old ANNONYMOUS student regarded a teddy bear as his most treasured possession. It was given to him as a gift from his father the day he was born. The gift surprisingly resorts this very ‘laddish’ man to seem very vulnerable into a boyish state, interesting. The other example was of a middle aged recently married business man who associated a carved elephant tusk as his most treasured possession. His on the other hand is estimated to be worth £10 000. I can see how he would cherish such an item although it was given to him by a grandparent so increases the value to him even more.



Another contrast in opinion was with two of my male friends of roughly the same age (late twenties) both with different personalities to see if their answers would differ, I was extremely surprised to find that the more ‘self obsessed pretty boy’ had the more emotive answer. His was a German Officers belt from WW1 given to him 6months ago, his great grand father had acquired it during the war while fighting for his country. The item of course is irreplaceable to him and when I suggested how exceptionally cool it would be to actually wear, the look on his face was enough to tell me he has probably never even taken it out the box other than to photograph it for me, bless. The other a more reserved and generous guy gave the answer of “ma I-phone” aside the fact that he works for Apple and his life revolves around selling and repairing them he still regards this as his most treasured. I was quite disappointed at the lack of sentiment in his answer yet it lead me to wonder why. Was it because it connects him with his friends and family? Or the sheer fact that it looks and sounds good? On further mind picking it was simply because it “cost him a fortune” typical guy!

Assignment 4 : Interview Questions

I decided to approach subjects I already knew for my interviews, firstly they would be more likely to open up to me and also they are more accessible. My chosen method of recording the answers was to take notes, I myself was far too intimidated by the thought of being recorded never mind my subjects, hopefully I will become more confident with practise. My general outline of questions were:












1. What object do you treasure most?

2. Why? (most subjects already found the need to justify their answer already)

3. When did you get it?

4. Was it given to you or did you buy it yourself?

5. How much did it cost? Was it expensive?

6. What does it mean to you?

7. How would you feel if it was broken/lost?

8. Do many people have the same?

9. What feelings does it give you?

10. Would you let someone else borrow/have it?