I was bemused to see that Feast of Love opened last weekend. Our last time at the movies was when The Simpsons Movie opened, and I participated in some intercept-market research at the theater.

Part of the lobby had been given over to these groovy looking kiosks, with a couple of guys in attendance, asking people who passed by if they would like to give their opinion about an upcoming movie. My age and gender qualified me to participate (woo hoo) and I went with one dude over to a kiosk. I was shown a couple of clips and responded to various questions, but the weirdness of it was that the test was designed have some screens operated by me, and some screens visible only to the interviewer. But they didn’t do it that way. So for various pieces where I was to click within multiple choices, the interviewer, who knew the testing software rather well, just whipped through the keypresses, bam->redraw, bam->redraw, quickly asking me the minimum to move to the next one. Okay, so he took care of it for me. But then this screen we were both looking at would display testing instructions such as ASK PARTICIPANT FOR OPINION OF BENEFIT OF DATE MOVIES. PROBE ON RELATIONSHIP, TIMING, COST. And of course, he wouldn’t even come close, he’d get the one line answer from me, and then he’d type in the quickest condensation of my answer: stay home.

After a minute or so, it became more about the two of us cooperating to use the software to get through test. I realized that my opinion didn’t matter; it’s hard to feel represented in a forced-choice discussion, and it’s unlikely one would continue to provide color when all that gets captured is minimal facts. Further, by exposing the instructions to me, his shortcuts became clear, and I ended up slightly co-opted into the testing process, giving up any sense of really delivering the full truth to this interviewer.

When we see “market research” number published to support some business decision, let’s keep in mind how poorly that data may have been collected (from the concept of how to collect that data, to the implementation of a data collection environment, to the staffing and execution of the data gathering). How reliable could any of this possibly be?

We’re sorting out the accommodations for our Dec/Jan trip to Japan, and I noticed this distressing bit of interaction with Expedia.

After booking our hotel in Kyoto, we get an itinerary named (loosely) Kyoto, and details of the hotel (including its name, which has the word Kyoto in it), and just generally good confirmatory feedback.

Further on down the page comes the upsell.

Osaka? But we’re not going to Osaka?! This caused a definite brief panic verifying the rest of the information in the itinerary to be sure that Expedia didn’t just put us in some other hotel in some other city.

Tip: if you provide automated upsell information that appears to reflect some contextual understanding of your customer, make sure it’s right, or you will cause them distress and extra work, reducing confidence

• An old factoid: Wal-Mart in Lawrence, KS puts skylights on half the roof.
  Sales per square foot located within the departments with access to natural light were significantly higher than departments located under the conventional roof. Sales were also higher than identical departments in other stores without access to skylights
• Hawthorne effect – when people observed during a research study temporarily change their behavior or performanc
  From a factory called the Hawthorne Works, where experiments on factory workers were carried out between 1924 &1932. There were many, but the purpose of the original study was to examine the effect of lighting on workers’ productivity.

If you are coming to ICSID/IDSA Connecting 07 in San Francisco later this month, I’ll be giving a presentation entitled Connecting the Play of Improv with the Work of Ethnographic Research

on Friday, October 19, from 5:45pm – 6:30pm in the Fairmont Hotel, Crystal Room.

In the meantime, you can read more about an earlier version of this presentation

To the rest of us in the audience, both exercises were quite funny. Most of the participants couldn’t figure out at the time what we were laughing at.

All of which suggests that Improv is a powerful means of engaging with other human beings that is both immersive and “flow-like.”

Portigal then went on to define activities associated with ethnography, focusing on the guided interview process in particular.

He concluded his talk by identifying the key “overlaps” between the two disciplines:

* Balancing a “plan” with being in the moment
* “Yes and…” (Using positive reinforcement of the other’s statements to keep the conversation going.)

Dan Soltzberg and I will be attending the entire conference and we’d love to meet with folks to talk about how our work in uncovering user insights can help drive design and business decisions in your organization. Do let us know!

One week from tonight is the first class in the Design Research Methods that course I’ll be teaching at the Involution Master Academy in Sunnyvale, CA. If you’re thinking of signing up, don’t wait!

I hope to see some of you there.

• The CANADIAN DESIGN RESOURCE – Coles Notes
  I grew up knowing about (but not using) Coles Notes; in the US I encountered the more powerful meme of CliffsNotes. According to this entry, Cliffs were originally repackaged Coles.

We had a chance to do some rephotography

while in London. The shirt is the same, but so much else has changed between 1990 and 2007.

Steve in Trafalgar Square, 1990, photo by Richard Wintle

Steve in Trafalgar Square, 2007, photo by Avi Soudack

I’ve got photos, observations, and stories from London to share very soon.

• Led Zeppelin ride at new “Hard Rock Park” theme park
  The park is scheduled to open in May in Myrtle Beach, S.C. The centerpiece will be “Led Zeppelin – the Ride,” a 155-foot-tall steel roller coaster. Jimmy Page named the ride himself…some clever writing by Mr. Page to come up with that one?

Award winning artist Ken Danby died this week. I could not have recalled his name, but his painting At The Crease was iconic. I still remember seeing the print in my childhood ear doctor’s office. Post-mortem, the long-running mystery of the goalie’s identity has been cleared up.

On Tuesday nights from October 9 to November 13 I’ll be teaching a weekly two hour class, aimed at providing first-hand knowledge and training in core design research methods.

This course is part of the Involution Master Academy (an educational program for experienced professionals in design and related fields) in Sunnyvale, CA. Class size is being kept quite small to make sure that participants get significant hands-on time with instructors. Registration opens today, so sign up soon!

Full Description
This course will provide first-hand knowledge and training in core design research methods. At its root, design research emphasizes learning about people and using the insights gained to inform and inspire design. We will focus on exemplary models of what research is, what it looks like, its role in concept generation, and what it produces.

Students will develop their own design research philosophy, learn how to think about people, behavior, and culture, as well as the importance of being open to new perspectives. They will also learn tactical skills they can immediately put into practice: how to conduct observations and interviews, find research participants, and interpret and synthesize results as fodder for design and storytelling.

The schedule includes:

Week 1 – Introduction to Research
Week 2 – Methods and Research Planning
Week 3 – Problem Refinement, Interviewing & Fieldwork Planning
Week 4 – Analysis & Synthesis
Week 5 – Ideation
Week 6 – Presentation

Additional Involution Master Academy Courses:

Product Architecture Symposium
Instructor Andrei Herasimchuk
Saturday October 27, 2007
10:00 AM-6:00 PM

Strategic Influence by Design
Instructors Luke Wroblewski and Tom Chi
Saturday November 17, 2007
10:00 AM-6:00 PM