Date post: | 14-Nov-2014 |
Category: |
Business |
Upload: | stocker-partnership |
View: | 839 times |
Download: | 0 times |
PHOTO DIARIES
Innovation Tools Series
A short guide to
By asking customers (or not yet customers) to take photos of things about themselves and
during their day...
...you get a unique look at the inside of their lives and can develop deep insights about them
1. What did you have for breakfast?2. What did you wash your hair with?3. How did you get to work?4. What’s your favourite thing to do on the weekend?5. What’s the most important gadget in your life?6. Who is the most important person in your life?
For example, you could say...
Your research could be focused on their personal life or leisure time
Please take a photo of your answers to the following questions...
1. The time I got to work...2. My favorite thing about where I work...3. The most frustrating thing about my work...4. Where I’d like to go on holiday...5. What I do during my lunch break...6. I love this piece of equipment...7. What my desk looks like at the end of the day...
Or set a them a photo challenge...
Your research could relate to their work (or both work and personal time)
So how do you make photo diaries happen?
Define your research target market or segment1
Agree what you want to discover and explore2
Recruit volunteers in the right segment3
Provide your volunteers with equipment and clear instructions on what you’d like them to do
4
Let them get on with the task or check in to see if they are getting on ok and if they need any help
5
Collect all the data and images back for analysis6
This is my best friend and her cat...
Arrange an online or in-person interview regarding the images to get the full story behind them
7
Learn your little heart out! 8
Well done
Good Effort!
You can do this low tech or high tech
(It’s about deciding what works best for your participants)
Disposable camera
Loaned Digital Camera
Text a photo topic each day and get an MMS back
Old School
New school
Simple video camera
Use own camera then
upload images to website
Upload
Your customers notice things they wouldn’t
otherwise tell you about or remember
Photo diaries reduce self-reporting bias
Photo diaries create a tangible immersion into the participant’s world
The activity creates more insightful conversations
—both with participants and about your findings
You have opportunity to see the world through your customers’ eyes
Why use photo diaries?
When to use photo diaries
Where there are language barriers
—photos speak louder than words, you just need to
translate your instructions
When you want to create a different kind of engagement both during and after the
research project
As a precursor to interviews and focus groups for deeper
discussion and insights
When you need visual inspiration
When you want input on brand
direction
When you want to collect potential
marketing content
When you want to see the world through someone else’s eyes
Say Cheese!
STOCKERPARTNERSHIP
The Stocker Partnership
is a strategic innovation
consultancy
We help organisations to
create and exploit new
opportunities
024 76 100 193
Matt Stocker
Debbie Stocker
www.stockerpartnership.com
Follow us on LinkedIn
Subscribe to our blog
Sign up to our newsletter
WE’RE NOT
BUT WE ARE
CLEVER
BIG
@mattstocker
@debbiestocker
Illustrations by Stina Jones (stinajones.co.uk), and Matt Stocker