Understanding the Challenge
MKTG 311
TUTORIAL 1
UNDERSTANDING THE CHALLENGE
1.
Form design community
oConfidentiality agreements
2.
Research Process
oReview Challenge
3.
The Design Notebook
oWhat is known?
oWhat do I need to know
more about?
oWhat resources are
available?
ESTABLISHING A CHARTER
(PIC)
How might we create
products that support
health and Quality of
Life in an aging
population?
This is your challenge.
RESEARCH PROCESS
• Review Challenge
How might we create
products that support
health and Quality of
Life in an aging
population?
oWhat is known?
oWhat do I need to
know more about?
oWhat resources are
available?
Take a blank sheet of paper
and divide into 4 quadrants.
Rip apart.
What pops into your mind
when you read the
challenge?
 Write down 1 thought on each piece
of paper. Facts, opinions, anything –
what do you know?
One person start.
Everyone discusses that
topic.
WHAT IS KNOWN?
How might we create
products that support
health and Quality of
Life in an aging
population?
1. Create products (What do you
think of when thinking of products
related to the aging? How does
product use change as people
age?)
2. health (Why are people
concerned about their health?
what types of health might they be
concerned with? Any particular
ones hold interest?)
3. Q of L (what is meant by Q of
L?)
4. Aging population (how would
you define “aging”?)
RESEARCH PROCESS
• Review Challenge
How might we create
products that support
health and Quality of
Life in an aging
population?
oWhat is known?
oWhat do I need to
know more about?
oWhat resources are
available?
What do you need to learn
more about?
Individual Brainstorm – write
as many areas as you think
of in 2 minutes.
Collective Brainstorm Share
HOW DO STUDENTS DO
RESEARCH ONLINE?
Google or other online search
engine (94%)
Wikipedia or other online
encyclopedia (75%)
Online research databases (17%)
A research librarian at their school or
public library (16%)
Social media sites (52%)
Printed books other than textbooks
(12%)
Their peers (42%)
Student-oriented search engines(10%)
Study guides (41%)
News sites (25%)
Print or electronic textbooks (18%)
VALIDITY THROUGH
TRIANGULATION
RESEARCH PROCESS
What resources are
available?
A start…Passport GMID.
• Review Challenge
How might we create
products that support
health and Quality of
Life in an aging
population?
oWhat is known?
oWhat do I need to
know more about?
oWhat resources are
available?
Share on Learn –
 Papers, statistics, thoughts on
who to talk to and where these
people are located, social
media sites – a data dump
DOESN’T ALL HAVE TO BE TRADITIONAL
RESEARCH
Discuss situations you could observe in the next week for
inspiration (& that could help you make up your mind!)
Proposed solutions: look at products (goods & services)
and experiences related to solving the problem.
UNDERSTANDING THE CHALLENGE
1.
Form design community
oBenefit
2.
Research Process
oSpecifications
3.
The Design Notebook
oProcess
oContents
THE DESIGN NOTEBOOK
Benefit
 Insanity is doing the same thing twice and expecting a
different outcome
 Who did what, when, and why
 Track ancillary ideas
 Protect intellectual property
THE DESIGN NOTEBOOK
Specifications
Bound notebook
 makes it impossible to tear out pages and not leave evidence
Ball point pen
 Entries will not smear or be erasable
Identification
 Name, address, phone number, course number on cover
THE DESIGN NOTEBOOK
Process
Reproducibility
 Timeliness is next to Godliness
 Sufficient details so that you or someone else could
recreate the process using only this notebook as a
guide
 Try to write clearly / legibly
 If you don’t use the backs of pages, draw a line
through blank space to ‘void’
 Mistakes get a line drawn through them; do not
erase
THE DESIGN NOTEBOOK
Contents
When
 Organize chronologically - record all dates
 Write out month or abbreviate month – not all numeric
3 March 16; March 22, 2016
Why
 Objectives. Ex. Idea generation, forecasting
 Any problems that need to be dealt with?
Who
 Anyone else involved in this piece of work?
THE DESIGN NOTEBOOK
Contents
Where
 If relevant, note the location the work is being conducted in. Ex.
Lincoln Library (physical) or Te Puna (virtual)
How
 Process. Ex. Any software being used in this part of work?
What
 Findings, results, conclusions, next steps, identification of problems
GATHERING
INSPIRATION
How might we create
products that support
health and Quality of
Life in an aging
population?
In your design notebook…
Combine what is known
and what you need to know
more about.
Think about all of the distinct
activities, experiences, emotions,
behaviours and stakeholders
associated with the design challenge.
 Next to each area, write
down a few keywords that
could help you start defining
what meaningful challenge
you want to work on.
MINDMAPS
OldOld / Boomers
Bone Mass
Men / Women
Who
Institutional/At home
Health Issues /
Healthy
Aged
Types of Problems
Muscle Mass
Cognitive Decline
FOR NEXT WEEK
Start a design notebook
Start to gather and share research resources on Learn
 Bring in 3 pictures that help you to describe what you find
interesting / worthy of study that relates to the design
challenge.
Read over Proof of Concept document to see where this
tutorial work is leading