Podcast
Questions and Answers
What is the primary focus of market research from a marketing perspective?
What is the primary focus of market research from a marketing perspective?
In the context of problem framing, which of the following statements represents a marketing perspective?
In the context of problem framing, which of the following statements represents a marketing perspective?
How does ethnographic storytelling differ from traditional marketing approaches?
How does ethnographic storytelling differ from traditional marketing approaches?
What method is used in the ethnographic approach to gather customer insights?
What method is used in the ethnographic approach to gather customer insights?
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Which of the following exemplifies a solution from a design perspective?
Which of the following exemplifies a solution from a design perspective?
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What is an outcome of applying social science methods within the ethnographic approach?
What is an outcome of applying social science methods within the ethnographic approach?
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Which statement best contrasts problem framing and re-framing in the context provided?
Which statement best contrasts problem framing and re-framing in the context provided?
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Which of the following is a necessary part of analyzing data in the ethnographic approach?
Which of the following is a necessary part of analyzing data in the ethnographic approach?
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What percentage of companies used interviews in the early FEI process?
What percentage of companies used interviews in the early FEI process?
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Which method was reported to be used by the least number of companies during the late FEI process?
Which method was reported to be used by the least number of companies during the late FEI process?
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What is a potential issue identified regarding companies' reliance on research methods?
What is a potential issue identified regarding companies' reliance on research methods?
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What percentage of companies used focus groups early in the FEI process?
What percentage of companies used focus groups early in the FEI process?
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Which of the following methods had the highest rate of usage by companies in the early FEI process?
Which of the following methods had the highest rate of usage by companies in the early FEI process?
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How did the use of interviews change from the early FEI to the late FEI process?
How did the use of interviews change from the early FEI to the late FEI process?
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What does the FEI research primarily focus on?
What does the FEI research primarily focus on?
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What does the 'E' in the AEIOU framework stand for?
What does the 'E' in the AEIOU framework stand for?
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Which statement accurately represents the findings on focus groups between early and late FEI processes?
Which statement accurately represents the findings on focus groups between early and late FEI processes?
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Which of the following elements is NOT part of the AEIOU framework?
Which of the following elements is NOT part of the AEIOU framework?
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What is the primary purpose of the AEIOU framework?
What is the primary purpose of the AEIOU framework?
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In the AEIOU framework, 'I' represents which aspect?
In the AEIOU framework, 'I' represents which aspect?
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Which article is recommended as mandatory reading for understanding customer needs?
Which article is recommended as mandatory reading for understanding customer needs?
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Who are the authors of the mandatory reading focused on customer jobs?
Who are the authors of the mandatory reading focused on customer jobs?
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What type of research tool does the AEIOU framework represent?
What type of research tool does the AEIOU framework represent?
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Which of the following statements about the AEIOU framework is true?
Which of the following statements about the AEIOU framework is true?
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What is the main goal of the systematic observation process in ethnographic research?
What is the main goal of the systematic observation process in ethnographic research?
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Which type of information is specifically noted as being difficult to articulate during observations?
Which type of information is specifically noted as being difficult to articulate during observations?
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Which of the following is an example of a latent need identified through observational methods?
Which of the following is an example of a latent need identified through observational methods?
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What challenge is highlighted regarding the discrepancies in user behavior?
What challenge is highlighted regarding the discrepancies in user behavior?
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The ethnographic approach in market learning emphasizes which aspect of user interaction?
The ethnographic approach in market learning emphasizes which aspect of user interaction?
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Which method complements the observational approach in understanding user behavior?
Which method complements the observational approach in understanding user behavior?
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What does empathic design primarily aim to achieve in product development?
What does empathic design primarily aim to achieve in product development?
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What is often a misconception about the information derived from user feedback?
What is often a misconception about the information derived from user feedback?
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What is the primary focus of ethnographic research in the context of innovation?
What is the primary focus of ethnographic research in the context of innovation?
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Which reading is mandatory for understanding customer needs related to innovation?
Which reading is mandatory for understanding customer needs related to innovation?
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What is a critical component of conducting research in the front end of innovation?
What is a critical component of conducting research in the front end of innovation?
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What does the 'jobs to be done' framework primarily help businesses understand?
What does the 'jobs to be done' framework primarily help businesses understand?
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According to the frameworks discussed, how should innovation be approached?
According to the frameworks discussed, how should innovation be approached?
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In what manner can the AEIOU Empathy Map be utilized?
In what manner can the AEIOU Empathy Map be utilized?
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What is an outcome of not understanding customers' 'jobs to be done'?
What is an outcome of not understanding customers' 'jobs to be done'?
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What aspect does the agenda related to research emphasize?
What aspect does the agenda related to research emphasize?
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Study Notes
Front End Innovation
- Companies rely on interviews and focus groups for learning about problems to solve
- Companies do not discriminate between early and late stages of the FEI
- Companies should use a range of research methods in the front end of innovation
Ethno-Graphic Research Methods
- Observation is a systematic process of observing what people do in their natural environment
- Observation is a systematic process, that can lead to a better understanding of the user needs
Jobs to be Done
- Jobs to be done is a framework used in product development and marketing, that focuses on understanding the needs of users
- To understand user needs you need to identify the "job" the customer is trying to get done
- To understand user needs you need to identify the "context" the customer is in while trying to get the job done
- To understand user needs you need to identify the "feelings" customer has when trying to get the job done
Ethnographic Research - Organizing Framework I
- The AEIOU framework is a simple framework for gathering observational data
- The AEIOU framework includes Activities, Environments, Interactions, Objects and Users
Ethnographic Research - Organizing Framework II
- The Christensen, Hall, Dillon and Duncan (2016) framework is one framework for conducting research in the front end of innovation
- The framework includes 3 layers: function, emotional and social
- The function layer refers to the customer's desired outcome
- The emotional layer refers to how the customer wants to feel while doing the job
- The social layer refers to how the customer wants to be perceived by others while doing the job
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Description
This quiz explores various aspects of front end innovation and ethnographic research methods. It emphasizes the importance of understanding user needs through observation and the Jobs to be Done framework. Test your knowledge on how companies can effectively gather insights for product development.
