tutorial

Tutorial: Semiotics – A User’s Guide to Seeing Differently

Tutorial Instructors: CATO HUNT Space Doctors CLEM MCCULLOCH Space Doctors Download PDF SUMMARY Semiotic insight powerfully complements ethnographic approaches. Semiotics, the study of signs and cultural meaning, has been gaining ground in the world of commercial research. Semiotics has also been successfully melded together with ethnographic and other cultural approaches, especially in the UK and Europe. This tutorial equipped participants with the tools, techniques and hands-on experience needed to begin their own semiotic research endeavors. Opening with a grounding in semiotic theory, we then focused on building practical skills through ‘live decoding’ of a cultural theme. We began by learning how to ‘decode’ – exploring how a semiotic close read analysis can reveal a deeper understanding of what is really being said. Crucially, we discussed the chasm that often appears between intended meaning and received meaning, especially within brand communication. We then introduced the idea of codes (themes, or clusters...

Tutorial: Speculative Design – Futures Prototyping for Research and Strategy

Tutorial Instructors: J. PAUL NEELEY Neeley Worldwide & Royal College of Art ELLIOT MONTGOMERY Extrapolation Factory & Parsons School of Design Download PDF SUMMARY In our world where emerging technologies are increasingly a source of significant disruption in people’s lives, methods from Speculative & Critical Design (SCD) practice are finding their way into the designer’s and researcher’s toolkit as powerful ways to create new kinds of meaning and perspective that create new organizational value. These practices design future products and services not in a predictive way, but as a way to prototype and understand the social, cultural, and ethical implications of emerging technologies. These practices generally decouple design from short-term company product and market needs and visions, and engage in new conversations about alternative futures as a way to better understand and navigate future complexity. SCD often works to design for the messy and complex people that we are rather than the perfect consumers...

Tutorial: Decoding Organizational Change

Tutorial Instructors: KATE SIECK RAND STEVEN GARCIA Team One Businesses are infamous for their rich lexicon of words to describe change: growth, revitalization, reinvention, innovation, revolution, evolution, and every manner of “do something different.” But what does all of this mean? How do these different terms work? What do they imply about the process of change? And under what conditions might they succeed? That was the question driving this tutorial. Starting with some introductory concepts from cognitive and linguistic anthropology, we took a pass at the conceptual models underlying some of the more popular terms in this vocabulary. We presented three – Growth, Disruption, and Innovation – while the tutorial participants completed four additional ideas: Pivot, Lean, North Star, and Unify....

Tutorial: Six Principles for Working Differently

Instructors: MARTHA COTTON, gravitytank SHELLEY SATHER As practitioners, EPIC people continually work to help our teams, organizations and clients understand the value of ethnographic approaches and “the ethnographer” as a team member. We help colleagues and clients to think and work differently, adapting the value we bring to the organization’s existing work flow and process. In this tutorial, Martha Cotton shares the curriculum gravitytank developed to teach their clients—including many Fortune 500 companies—to work differently and in a way that better supports innovation and design thinking. This tutorial gives you concrete strategies and behaviors you can use in your own work practice and for creating change in your organizations. Martha Cotton is a partner at gravitytank, where she helps lead research discipline and external marketing. Her career began at eLab in 1990s, and has included leadership roles at Sapient, Hall & Partners, and HLB. She has worked across a wide variety of industries as an applied...

Tutorial: Data Visualization for Urban Innovation

Instructor: ANJA MAERZ, Future Cities Catapult Visualizations are powerful research and communication tools, revealing questions we didn't even know to ask and allowing faster access to actionable insights. This introduction to data visualization presents principles for data design and design analysis, as well as tools and techniques for working with raw data....

Tutorial: Market Matters – Social Media for Pre-Research

Instructor: AARON MOY, Twitter This tutorial covers the basics of using social media, focusing how to leverage the information consumers leave behind on social media platforms in qualitative research, to recruit participants and prepare for interviews, and as a source of key sociocultural information about your research topic. Instructor Aaron Moy and tutorial participants also discuss key topics including cross-cultural and ethical issues, privacy and sensitive content, and complexities involved in making inferences based on social media presence or absence. Aaron Moy is a user researcher at Twitter focused on international growing and country specific product research. He’s also worked at Google and Universal McCann....