Podcast
Questions and Answers
What was the team's approach to find instances of concepts, products, services, events, and businesses?
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?
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?
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?
What was the result of the client exploring innovation opportunities?
What was one of the emerging themes identified by the team?
What was one of the emerging themes identified by the team?
What type of databases did the team search to find instances of concepts, products, services, events, and businesses?
What type of databases did the team search to find instances of concepts, products, services, events, and businesses?
What is the purpose of browsing through a variety of sources of information at the start of a project?
What is the purpose of browsing through a variety of sources of information at the start of a project?
What is the main goal of a Popular Media Scan?
What is the main goal of a Popular Media Scan?
What was the objective of the HeartSense project?
What was the objective of the HeartSense project?
What type of information did the team in the HeartSense project gather during their Popular Media Scan?
What type of information did the team in the HeartSense project gather during their Popular Media Scan?
Why is it important to consider technological, cultural, political, and economic dynamics in a project?
Why is it important to consider technological, cultural, political, and economic dynamics in a project?
What is the benefit of gaining a broad perspective at the start of a project?
What is the benefit of gaining a broad perspective at the start of a project?
What was the role of Professor Larry Keeley in the HeartSense project?
What was the role of Professor Larry Keeley in the HeartSense project?
What is the purpose of visiting popular media websites during a Popular Media Scan?
What is the purpose of visiting popular media websites during a Popular Media Scan?
What are the four categories of innovations plotted?
What are the four categories of innovations plotted?
What does the height of the peaks in the innovation landscape represent?
What does the height of the peaks in the innovation landscape represent?
What is represented by the number of peaks in the innovation landscape?
What is represented by the number of peaks in the innovation landscape?
What is the typical time period used for searching databases?
What is the typical time period used for searching databases?
What is represented by the change of slopes in the innovation landscape?
What is represented by the change of slopes in the innovation landscape?
What is sent as queries to the databases?
What is sent as queries to the databases?
What are the ten innovation types plotted in?
What are the ten innovation types plotted in?
What is the purpose of searching the databases?
What is the purpose of searching the databases?
What areas were identified as weak in innovation?
What areas were identified as weak in innovation?
What was the main goal of repositioning the company?
What was the main goal of repositioning the company?
What was the company's status before repositioning?
What was the company's status before repositioning?
What was the outcome of repositioning the company?
What was the outcome of repositioning the company?
What was the role of Doblin in the process?
What was the role of Doblin in the process?
Who were the target customers of the company after repositioning?
Who were the target customers of the company after repositioning?
What is the purpose of the Trends Matrix?
What is the purpose of the Trends Matrix?
Which of the following aspects is NOT part of the Trends Matrix?
Which of the following aspects is NOT part of the Trends Matrix?
What is the result of recognizing patterns of similar trends?
What is the result of recognizing patterns of similar trends?
What is the primary focus of the example trend statement?
What is the primary focus of the example trend statement?
What is the outcome of discussing and documenting the team's insights about trend patterns?
What is the outcome of discussing and documenting the team's insights about trend patterns?
What is the primary purpose of Step 4 in the Trends Matrix?
What is the primary purpose of Step 4 in the Trends Matrix?
What is the benefit of recognizing how leading trends are affecting major changes?
What is the benefit of recognizing how leading trends are affecting major changes?
What is the primary focus of the Trends Matrix in terms of the project?
What is the primary focus of the Trends Matrix in terms of the project?
Study Notes
Conducting a Popular Media Scan
- 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
Methodology of Popular Media Scan
- 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
Trends Matrix
- 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.
