Conducting a Popular Media Scan
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What was the team's approach to find instances of concepts, products, services, events, and businesses?

  • Conducting surveys and interviews with healthcare professionals
  • Reviewing government reports and statistics on healthcare
  • Performing searches in health-specific and popular journals and newspaper databases (correct)
  • Analyzing social media platforms for healthcare-related conversations

    • What was the outcome of analyzing thousands of article excerpts?

  • Revelation of emerging themes in health and everyday life (correct)
  • Identification of existing healthcare policies and regulations
  • Emergence of new medical technologies and products
  • Development of innovation agendas and investment plans

    • What was the purpose of the conversations about the emerging themes?

  • To promote new medical technologies
  • To reveal innovation opportunities (correct)
  • To provide feedback to healthcare professionals
  • To educate patients about healthcare policies

    • What was the result of the client exploring innovation opportunities?

    <p>Creation of innovation agendas and directing multiyear initiatives and investment</p> Signup and view all the answers

    What was one of the emerging themes identified by the team?

    <p>Patient-centric primary care/patient-centered medical home (PCMH)/medical home</p> Signup and view all the answers

    What type of databases did the team search to find instances of concepts, products, services, events, and businesses?

    <p>Both health-specific and popular journals and newspaper databases</p> Signup and view all the answers

    What is the purpose of browsing through a variety of sources of information at the start of a project?

    <p>To gain a broad perspective and identify potential issues</p> Signup and view all the answers

    What is the main goal of a Popular Media Scan?

    <p>To understand key cultural phenomena</p> Signup and view all the answers

    What was the objective of the HeartSense project?

    <p>To address Obama's national healthcare agenda using design innovation methods</p> Signup and view all the answers

    What type of information did the team in the HeartSense project gather during their Popular Media Scan?

    <p>Books and articles from leading authors, and popular media websites</p> Signup and view all the answers

    Why is it important to consider technological, cultural, political, and economic dynamics in a project?

    <p>To identify potential issues and opportunities</p> Signup and view all the answers

    What is the benefit of gaining a broad perspective at the start of a project?

    <p>To identify potential issues and opportunities</p> Signup and view all the answers

    What was the role of Professor Larry Keeley in the HeartSense project?

    <p>He asked his students to create a platform</p> Signup and view all the answers

    What is the purpose of visiting popular media websites during a Popular Media Scan?

    <p>To understand current and evolving trends</p> Signup and view all the answers

    What are the four categories of innovations plotted?

    <p>Business models, process, offering, and delivery</p> Signup and view all the answers

    What does the height of the peaks in the innovation landscape represent?

    <p>The intensity of innovation activities</p> Signup and view all the answers

    What is represented by the number of peaks in the innovation landscape?

    <p>The diversity of innovation activities</p> Signup and view all the answers

    What is the typical time period used for searching databases?

    <p>Ten-year period</p> Signup and view all the answers

    What is represented by the change of slopes in the innovation landscape?

    <p>The pace of change in innovation activities</p> Signup and view all the answers

    What is sent as queries to the databases?

    <p>Keywords about types and time periods</p> Signup and view all the answers

    What are the ten innovation types plotted in?

    <p>Finance, business models, and networking</p> Signup and view all the answers

    What is the purpose of searching the databases?

    <p>To compile results for a research study</p> Signup and view all the answers

    What areas were identified as weak in innovation?

    <p>Brand and customer experience</p> Signup and view all the answers

    What was the main goal of repositioning the company?

    <p>To differentiate itself from competitors</p> Signup and view all the answers

    What was the company's status before repositioning?

    <p>Commodity, low-price status</p> Signup and view all the answers

    What was the outcome of repositioning the company?

    <p>Differentiation through brand and customer experience</p> Signup and view all the answers

    What was the role of Doblin in the process?

    <p>Recommending repositioning of the company</p> Signup and view all the answers

    Who were the target customers of the company after repositioning?

    <p>Leisure travelers</p> Signup and view all the answers

    What is the purpose of the Trends Matrix?

    <p>To provide a high-level overview of changes and recognize patterns of similar trends</p> Signup and view all the answers

    Which of the following aspects is NOT part of the Trends Matrix?

    <p>Aspect D</p> Signup and view all the answers

    What is the result of recognizing patterns of similar trends?

    <p>Speculating on future directions and seeing how certain trends might affect the project</p> Signup and view all the answers

    What is the primary focus of the example trend statement?

    <p>Travelers' increased interest in unusual travel destinations and cultural travel experiences</p> Signup and view all the answers

    What is the outcome of discussing and documenting the team's insights about trend patterns?

    <p>Capturing insights as overlays on the Trends Matrix</p> Signup and view all the answers

    What is the primary purpose of Step 4 in the Trends Matrix?

    <p>To capture insights as overlays on the matrix</p> Signup and view all the answers

    What is the benefit of recognizing how leading trends are affecting major changes?

    <p>It helps to speculate on future directions and see how certain trends might affect the project</p> Signup and view all the answers

    What is the primary focus of the Trends Matrix in terms of the project?

    <p>To see how certain trends might affect the project</p> Signup and view all the answers

    Study Notes

    • A broad perspective at the start of a project helps identify key cultural phenomena
    • Look for information directly and indirectly related to the project, covering technological, cultural, political, and economic dynamics
    • Aim to understand key cultural phenomena through a broad look at published and broadcasted popular media

    Example Project: HeartSense

    • Example of a project that aimed to address Obama's healthcare agenda in 2009
    • The project's goal was to provide coverage to the uninsured, reduce healthcare costs, improve patient safety and quality of care, hold insurance companies accountable, and invest in prevention and wellness
    • The team performed a Popular Media Scan to learn about the current and evolving healthcare landscape
    • Combining search terms for healthcare context such as health conditions, medical technologies, regulations, and policy
    • Performing searches in health-specific, as well as popular, journals and newspaper databases to find instances of concepts, products, services, events, and businesses
    • Analyzing article excerpts for emerging themes in health and everyday life
    • Identifying innovation opportunities based on emerging themes
    • A tool used to offer a high-level overview of changes
    • Compares trends to recognize patterns and speculate on future directions
    • Identifies how certain trends might affect a project
    • Has four aspects: Technology, Business, People, and Culture
    • Captures insights as overlays on the matrix, discussing trend patterns and speculations about future developments

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    Description

    Learn how to conduct a broad media scan to identify key cultural phenomena and dynamics at the start of a project, using the HeartSense example that addressed Obama's healthcare agenda.

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