In this tutorial you will:

• Learn foundations of foresight strategy, methods, and practices
• Understand organizational and psychological reasons many foresight programs fail, and how to counteract them
• Practice foresight skills in interactive exercises
• Receive a template for your own foresight database

Ethnographers and researchers frequently play the role of canary in the coal mine, sounding the alarm about weak signals that will become big problems if left unaddressed. But all too often, their warnings are not acted upon in time. In some cases, they are actively brushed aside.

This tutorial will help participants improve their research, communication, and methodological skills as well as their personal mindsets so that they will become the change leaders they aspire to be. We will learn the organizational and psychological reasons why foresight programs fail, and tactics to counteract these forces. Participants also will acquire tools for practicing foresight and the foundational knowledge about how best to apply them. The tutorial includes an overview of strategy, foresight, and technology to practice foresight, including a discussion of artificial intelligence. We also will do a case study deep-dive and a hands-on working session where participants will practice their new skills.

Participants will be able to apply the skills and knowledge they gain from this tutorial in roles such as UX research, marketing and market research, trends research, product design and development, and business strategy.

Who Will Benefit from This Tutorial?

This tutorial is designed for people with working knowledge of generative research methods (e.g., ethnography, in-depth interviewing, contextual inquiry) and at least 2 years’ experience working in an applied setting (e.g., a company, nonprofit, or governmental organization). A background in anthropology, sociology, or psychology is not required to understand or fully benefit from the tutorial, but it can help participants extend some concepts presented.

Assignments

An optional pre-read will be provided.

Instructor

Sam Ladner is a researcher and strategist with 20 years’ experience in the technology industry. She has worked at Microsoft, Amazon, and Workday as a researcher embedded with product and envisioning teams. Prior to working inside technology companies, she was a consultant with clients including Citibank, Manulife, Freshbooks, Genentech, and Moneris Solutions. She is a regular keynote speaker and invited lecturer. She has taught graduate-level strategic foresight and research methods at the University of Washington and at Ontario College of Art and Design University. She is the author of two books, dozens of articles, and holds a PhD from York University in Toronto. She lives in the San Francisco Bay Area.