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Better by Measure: Geeking out on Research

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Rebecca Gard Silver
Rebecca Gard Silver

How do a startup company's potential resources and costs connect to their future impacts? Better by Measure, a class from the Products of Design masters program at the School of Visual Arts (http://productsofdesign.sva.edu), explores how startups can build value by critically embracing civic, environmental, and human health challenges. The course is taught by Jen van der Meer (@jenvandermeer) and Rebecca Silver (@rgsilver).

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BETTER BY MEASURE! DESIGNERS GEEKING OUT ON RESEARCH! Class 8 | October 23, 2014! ! BETTER BY MEASURE | WEEK 8: OCTOBER 23, 2014 !
OUTLINE! BETTER BY MEASURE | WEEK 8: OCTOBER 23, 2014 ! 2! ! SCIENCE LAB: DEVEOPING YOUR SUSTAINABILITY STRATEGY! ! BUSINESS SCHOOL + SCIENCE LAB: GEEKING OUT ON DATA & RESEARCH! ! SCIENCE LAB: MEASURING YOUR IMPACT! ! STUDENT PRESENTATIONS! ! ! ! ! ! !
DEVEOPING YOUR SUSTAINABILITY STRATEGY! SCIENCE LAB! BETTER BY MEASURE | WEEK 8: OCTOBER 23, 2014 !
THE SUSTAINABILITY VALUE PROPOSITION! Q: What’s the difference between your value proposition & your sustainability value proposition?! ! ! ! ! ! BETTER BY MEASURE | WEEK 8: OCTOBER 23, 2014 ! 4! A. There shouldn’t be any difference, they should be one in the same. !
THE SUSTAINABILITY VALUE PROPOSITION! Q: What’s the difference between your value proposition & your sustainability value proposition?! ! ! ! ! ! BETTER BY MEASURE | WEEK 8: OCTOBER 23, 2014 ! 5! A. There shouldn’t be any difference, they should be one in the same. ! Your complete value proposition should:! ? Demonstrate what value you deliver to the customer! ? Demonstrate how your core social, environmental, and/or health goals (base of your T) are tied to delivering value to the customer! ! ! ! ! !
BUILDING SUSTAINABILITY INTO CUSTOMER DISCOVERY! BETTER BY MEASURE CUSTOMER DEVELOPMENT MODEL! STOP STOP STOP BETTER BY MEASURE | WEEK 8: OCTOBER 23, 2014 ! 6! BETTER BY FOCUS! MEASURE! Eco/Social Hypothesis Testing:! By delivering your value proposition, what ecological/ social values are created/eroded and how does this effect the customer?! Designing for Sustainable Growth:! How might different growth scenarios affect ecological/ social value creation/erosion? ! ! Measuring Eco/ Social Outcomes:! How can we measure and sustain or improve environmental/ social outcomes of corporate activities?! Co-Creating Eco/ Social Solutions:! Can you co-create value which addresses both customer needs and ecological/social values?! ! - The Four Steps to the Customer Epiphany by Steve Blank! Customer Discovery! Customer Creation! Customer Validation! Company! Building! Pivot!
BUILDING SUSTAINABILITY INTO CUSTOMER DISCOVERY! STOP STOP BETTER BY MEASURE | WEEK 8: OCTOBER 23, 2014 ! Eco/Social Hypothesis Testing:! By delivering your value proposition, what ecological/social values are created/eroded and how does this effect the customer?! 7! 2. Impacts! Identify impacts ! using adapted canvases ! 3. Materiality! Perform competitive! materiality assessment! FOCUS! Customer Discovery! Customer Validation! Pivot! Pivot! Refine! Co-Creating Eco/Social Solutions:! Can you co-create value which addresses both customer needs and ecological/ social values?! ! 1. Value Prop! Hypothesize & test! Base of T foci (sustainability value proposition) with ! consumer! LEAN SUSTAINABILITY STRATEGY! 4. Foci! Hypothesize & test core Top of T foci with consumer; Quantitatively validate Base of T!
ELEMENTS OF LEAN SUSTAINABLITY STRATEGY! ENVIRONMENTAL ! IMPACTS! GAI N CRE ATO RS! BETTER BY MEASURE | WEEK 8: OCTOBER 23, 2014 ! 8! Impacts of! High ! Materiality! RELEVANCE TO YOUR BUSINESS! RELEVANCE TO SOCIETY! Impacts of! Low Materiality! Impacts of ! Moderate Materiality! KE Y PA RT NE RS! KE Y AC TI VI TI ES! VA LU E PR OP OS ITI O NS! CU ST O M ER RE LA TI O NS HI PSKE Y RE SO UR CE S! C OS T ST RU CT UR E! RE VE NU E ST RE A M S! CH AN NE LS! CU ST O M ER SE G M EN TS! SOCIAL IMPACTSH!EALTH IMPACTS! PAI N REI EVE RS! GA IPNASI! NS! CU ST OM ER JO B( S) ! PRO DUC TS & SER VIC ES! SOCIAL IMPACTS! HEALTH IMPACTS! ENVIRONMENTAL ! IMPACTS! TOOLS/ FRAMEWORKS USED! IMPACTS FROM HOW A ! COMPANY DOES WHAT THEY DO! IMPACTS FROM ! WHAT A COMPANY DOES! 2. Impacts! Identify impacts ! using canvases! ! 3. Materiality! Perform competitive! materiality assessment! LEAN SUSTAINABILITY STRATEGY! Pivot! Refine! 1. Value Prop! Hypothesize & test! Base of T foci (sustainability value proposition) with ! consumer! ! IMPACTS FROM ! WHAT A COMPANY DOES! 4. Foci! Hypothesize & test ! core Top of T foci ! with consumer; ! Quantitatively ! validate Base of T!
REFINING SUSTAINABLITY VALUE PROPOSITION! BETTER BY MEASURE | WEEK 8: OCTOBER 23, 2014 ! COMPANY DOES WHAT THEY DO! 9! THE SUSTAINABILITY PART OF YOUR VALUE PROPOSITION = BASE OF T: WHAT A COMPANY DOES! ! Initiatives embedded in value proposition:! ? Positive impacts a company is intentionally creating, or ! ? Negative impacts a company is intentionally mitigating or adapting to! Guidance: This should reflect the one-two impacts which are the most material, and which are most aligned with the rest of your value proposition.! ! IMPACTS FROM HOW A ! IMPACTS FROM ! WHAT A COMPANY DOES!
REFINING SUSTAINABLITY VALUE PROPOSITION! BETTER BY MEASURE | WEEK 8: OCTOBER 23, 2014 ! IMPACTS FROM HOW A ! COMPANY DOES WHAT THEY DO! 10! IMPACTS FROM ! WHAT A COMPANY DOES! KEY IMPACTS A COMPANY SHOULD ADDRESS TO SUPPORT VALUE PROPOSITION = TOP OF T: HOW A COMPANY DOES WHAT THEY DO! ! Initiatives which allow value proposition to be delivered:! ? Positive impacts a company is is intentionally or unintentionally creating, or ! ? Negative impacts a company is intentionally or unintentionally mitigating or adapting to! ? Ideally sustainability initiatives/positive impacts should reinforce value proposition! ? Prevention of impact creation in other areas of business! Guidance: During initial customer development you should focus in on the one-three impacts which are the most material, and which are most support the rest of your value proposition.! ! !
UBER: A CASE OF INCONSISTENT VALUES! BETTER BY MEASURE | WEEK 8: OCTOBER 23, 2014 ! Via engadget: http://www.engadget.com/ 2014/10/23/uber-flu-shots/! 11! VS.! Via Business Insider: http:// www.businessinsider.com/uber-avions-de-chasse- promotion-with-hot-chick-drivers- 2014-10!
EXERCISE: BECOMING EVIL! Based on the concept you have right now, spend 3 minutes to brainstorm about how your new business concept could be used for EVIL.! BETTER BY MEASURE | WEEK 8: OCTOBER 23, 2014 ! 12! ! What could go wrong?!
EXERCISE: BECOMING EVIL! BETTER BY MEASURE | WEEK 8: OCTOBER 23, 2014 ! 13! How do the results of your evil exercise reflect in the impacts you’ve identified as being the “most material?” !
FORMING A SUSTAINABILITY STRATEGY BEYOND LEAN! BETTER BY MEASURE | WEEK 8: OCTOBER 23, 2014 ! 14! C. Estimate Risk/Benefit! Collect data & analyze results! D. Define Strategy! Define strategic foci! E. Develop Programs! Define internal & external initiatives! F. Report Out! Measure results & report! STRATEGIC! PHASE! TACTICAL! PHASE! ! ANALYTICAL! PHASE! ! A. Perform Materiality Assessment! Identify impacts! B. Define Hypothesis/ Priorities! Test strategic foci & scope!
FORMING A (LEAN) SUSTAINABILITY STRATEGY! 1. Value Prop! Identify sustain-! ability value prop.! BETTER BY MEASURE | WEEK 8: OCTOBER 23, 2014 ! 15! A. Perform Materiality Assessment! Identify impacts! B. Define Hypothesis/ Priorities! Test strategic foci & scope! C. Estimate Risk/Benefit! Collect data & analyze results! D. Define Strategy! Define strategic foci! E. Develop Programs! Define internal & external initiatives! F. Report Out! Measure results & report! STRATEGICPHASE! 4. Foci! Hypothesize & test core ! Top of T foci with consumer; ! Quantitatively validate Base of T! 2. Impact! Identify impacts ! using canvases! ! 3. Materiality! Perform competitive! materiality assessment! Pivot or refine! TACTICAL! PHASE! ANALYTICAL! PHASE!
LEAN SUSTAINABLITY INTEGRATION WITH CUSTOMER DEVELOPMENT! 2. Impacts! Identify impacts ! using canvases! ! BETTER BY MEASURE | WEEK 8: OCTOBER 23, 2014 ! 3. Materiality! Perform competitive! materiality assessment! Refine! 16! LEAN METHOD! (FOR MIDTERM)! A. Perform Materiality Assessment! Identify impacts! B. Define Hypothesis/ Priorities! Test strategic foci & scope! C. Estimate Risk/Benefit! Collect data & analyze results! D. Define Strategy! Define strategic foci & measure! FULL STRATEGY DEVELOPMENT! (FOR FINAL)! Review & Reposition! 1. Value Prop! Hypothesize & test! Base of T foci (sustainability value proposition) with ! consumer! 4. Foci! Hypothesize & test ! core Top of T foci ! with consumer; ! Quantitatively ! Validate Base of T!
ROBUST EVIDENCE UNDERLIES SUSTAINABILITY STRATEGY… AND ALL OTHER TYPES OF STRATEGY! BETTER BY MEASURE | WEEK 8: OCTOBER 23, 2014 ! 17! A. Perform Materiality Assessment! Identify impacts! B. Define Hypothesis/ Priorities! Test strategic foci & scope! C. Estimate Risk/Benefit! Collect data & analyze results! D. Define Strategy! Define strategic foci & measure! FULL STRATEGY DEVELOPMENT! (FOR FINAL)! Qualitative Research & Analysis! Quantitative Research & Analysis! MEDHODS! & SKILLS REQUIRED! Review & Reposition! AKA EVIDENCE TO SUPPORT YOUR STRATEGY!
GEEKING OUT ON DATA & RESEARCH! BUSINESS SCHOOL MEETS SCIENCE LAB! BETTER BY MEASURE | WEEK 8: OCTOBER 23, 2014 !
BEYOND THE “INTERVIEW”! Interviews are great, but its time to consider how other forms of research can help you build evidence to :! ? Refine your value proposition! ? Refine your target customer segment! ? Define your sustainability strategy (your T-Shaped strategy)! BETTER BY MEASURE | WEEK 8: OCTOBER 23, 2014 ! 19! ! ! !
TO DEMONSTRATE POTENTIAL VALUE YOU NEED EVIDENCE! How do we begin to build evidence? By conducting qualitative and quantitative research, then analyzing and deriving insight from results. ! ? INCREASED RIGOR: For the rest of the semester you’ll ramp up your BETTER BY MEASURE | WEEK 8: OCTOBER 23, 2014 ! 20! research efforts in terms of rigor. ! ? MORE MATH: You’ll move from hypothesis testing, to building things, modeling behaviors and quantifying results in order to build a case for furthering your startup concepts.! ! To start let’s create some ground rules about conducting research.! !
RESEARCH 101! BETTER BY MEASURE | WEEK 8: OCTOBER 23, 2014 ! 21! What’s design research?! What’s the difference between primary and secondary research?! What are common types of secondary research? ! What are common types of primary research?! ! ! !
PRIMARY RESEARCH! WHAT IS IT: Research that is originally collected by you, like the interviews you’ve been conducting. ! ! EXAMPLES: Survey research, interviews and ethnography! ! WHEN TO CONSULT PRIMARY RESEARCH: ! ? When the results anticipated or the data derived from the research may be of BETTER BY MEASURE | WEEK 8: OCTOBER 23, 2014 ! 22! strategic or financial value to your company! ? When the data/information doesn’t exist elsewhere or if it does exist elsewhere doesn’t specifically suit your needs! ! !
TYPES OF PRIMARY RESEARCH! ? INTERVIEWS: Fact finding, uncovering insights and probing for deep expertise; Direct & indirect observation in one-on-one or group conversations! ! What other methods constitute primary research? ! As designers what tools do you have available to you? (Getting scrappy)! BETTER BY MEASURE | WEEK 8: OCTOBER 23, 2014 ! 23!
TYPES OF PRIMARY RESEARCH! ? INTERVIEWS: Fact finding, uncovering insights and probing for deep expertise; Direct & indirect observation in one-on-one or group conversations! ? SURVEY RESEARCH: Fact finding and uncovering patterns of reported behavior; Indirect observation of specific actors, groups and/or systems! ? FOCUS GROUPS: Fact finding and probing for insights; Direct & indirect observation of individuals or groups within a controlled setting! ? ETHNOGRAPHY: Uncovering hidden behaviors and values; Direct observation of individuals or groups within culturally relevant environments! ? SCIENTIFIC OBSERVATION: Understanding patterns of behavior; Direct observation of actors, groups and/or systems within specific boundaries and controlled environments! ? METERING: Capturing material, energy and activity flows; Direct observation of specific natural or built systems/environments! BETTER BY MEASURE | WEEK 8: OCTOBER 23, 2014 ! 24!
EXERCISE: CONDUCTING PRIMARY RESEARCH! 1. SURVEY: Take five minutes to devise three or more survey questions which could help you either refine your value proposition or refine your target customer segment. How would you distribute the survey?! 3. SOCIAL MEDIA: Take three minutes to compose a tweet or facebook post which poses a question to users that will help you either refine your value proposition or refine your target customer segment. How would you incentivize people to respond?! ! BETTER BY MEASURE | WEEK 8: OCTOBER 23, 2014 ! 25! 2. LANDING PAGE: Take five minutes to:! ? Sketch out a landing page for your company (if you don’t already have one)! ? Write an appealing one liner which will give you email addresses for potential customers to help you validate your customer segment.! ! 4. STORYBOARDING (INSIGHTS FROM RESEARCH): Take five minutes to draw one storyboard for how a specific type of customer/user would incorporate your product/idea into their day. Draw a one pager with 3 panels (cells).!
TOOLS TO HELP YOU DO THIS! Lots of free trials for all of these ! ? Survey Monkey or Google Forms! ? Test sketch using https://popapp.in/! ? Invision.com invite users to comment on individual screens! ? https://validately.com/! ? Zurb.com! ? Ubertesters or Applause to validate the UX! ? Mechanical Turk (though hard to parse user types from this)! ? For usability: Usabila, chalkmark! Ask for more!! We (Jen, Rebecca, Ajay) have ideas.! BETTER BY MEASURE | WEEK 8: OCTOBER 23, 2014 ! 26!
THE LIMITS OF PRIMARY RESEARCH! INFERENCE VS. OBSERVATION: ! ? There are limits to what you can directly observe! ? One can almost never study all possible instances of something! ? Data/results often must be inferred rather than directly measured! OTHER KEY OBSTACLES: ! ? Cost, time and resources! ! In these instances we can often rely on secondary research.! BETTER BY MEASURE | WEEK 8: OCTOBER 23, 2014 ! 27!
SECONDARY RESEARCH! WHAT IS IT: Research that has been collected by someone else. ! ! EXAMPLES: Industry reports, scientific studies, reference books and online forums! ! WHEN TO CONSULT SECONDARY RESEARCH: ! ? When there’s strategic or financial value in having an external party own/ manage the results of the research or data! ? When the research already exists and is tailored to your needs! ? When the ability to conduct primary research is costly or otherwise limited! BETTER BY MEASURE | WEEK 8: OCTOBER 23, 2014 ! 28! ! !
SOURCES FOR SECONDARY RESEARCH! RELIABLE SOURCES ! POTENTIALLLY RELIABLE SOURCES (CHECK FOR ACCURACY/BIAS)! ! BETTER BY MEASURE | WEEK 8: OCTOBER 23, 2014 ! 29!
SOURCES FOR SECONDARY RESEARCH! RELIABLE SOURCES ! ? Academic resources/research tools! ? Peer reviewed journals, papers, books, and patents! ? Government & intergovernmental documents, reports, databases, and clearinghouses! ? Reference books! ? Technical specifications of equipment and controlled processes! POTENTIALLLY RELIABLE SOURCES (CHECK FOR ACCURACY/BIAS)! ? Industry generated data or reports ! ? Other publicly available databases or clearinghouses (not listed above)! ? Information and data from trade associations! ? Individual expertise ! BETTER BY MEASURE | WEEK 8: OCTOBER 23, 2014 ! 30!
TERTIARY RESEARCH! WHAT IS IT: Research that has been aggregated from OTHER primary & secondary resources. ! ! EXAMPLES: White papers, news summaries, landscape audits, lit reviews. ! ! WHEN TO CONSULT TERTIARY RESEARCH: ! ? When you’re trying to understand how much research exists in the space already! ? When you want to know the focus of different questions (what’s already been BETTER BY MEASURE | WEEK 8: OCTOBER 23, 2014 ! 31! asked and what hasn’t)! ? What’s “known” and “unknown” at a high level! ! !
RESEARCH METHODS SUPPORT EACH OTHER! Secondary Research! Understand whether research which has been performed by others can accomplish your research goal, before conducting original (primary) research! Primary Research! Performing original research, then identifying research gaps and looking to fill these gaps with tertiary and secondary research ! Tertiary Research! Understand how much research on a given topic has already been performed, and/ or to identify secondary research sources which may fulfill your research goals! BETTER BY MEASURE | WEEK 8: OCTOBER 23, 2014 ! 32!
AVOIDING BIAS IN RESEARCH! Sampling bias: Small sample sizes (not statistically significant for quantitative data), and choosing cases that are not representative of a whole. One generally chooses a random sample or "representative" sample to avoid this.! ? Example: Only interviewing classmates (or alum) and friends when testing hypothesis could result in sampling bias as interviewees may likely have relatively similar profiles/ perspectives.! Omission & personal bias: Avoid “cherry picking” information, leaving out critical indicators/information or citing studies which may have done so, or devising leading questions.! ? Example: Citing reports by only climate change skeptics as representing the majority view on the subject of climate change.! Contextual/representational bias: Not measuring what you think you’re measuring – doesn’t back up core concept of study.! ? Example: Using energy use data from one region to represent another. Fuel sources differ by region and each fuel source and combustion method has different greenhouse gas emissions factors which can skew models and results if not accounted for.! ! BETTER BY MEASURE | WEEK 8: OCTOBER 23, 2014 ! 33! !
MIDTERM PRESENTATION! DUN DUN DUN….! BETTER BY MEASURE | WEEK 8: OCTOBER 23, 2014 !
MIDTERM PRESENTATION – NEXT WEEK! PREPARE A 12 MINUTE PRESENTATION:! 1. SYSTEMS: Document the systems you outlined (for the company you evaluated, your company and its place in the broader system you’re hoping to engage in/disrupt)! 2. RESEARCH: Document the history of your research, assumptions, hypotheses, and pivots.! 3. VALUE PROPOSITION: Fully validate your primary value prop (inclusive of sustainability). Describe. Demonstrate.! 4. CUSTOMER SEGMENT: Fully validate your primary customer segment. Describe your persona in detail.! 5. MATERIALITY: Summarize the top impacts you uncovered by conducting the materiality assessment for your competitors. Provide evidence for why you selected these.! 6. IMPACTS: Identify which key impacts (positive or negative) you’ve chosen to focus on (both the base and top of your T). Define how they relate to your value proposition. What’s the scope for the impacts. How do you propose to measure the scale of the impacts. ! ! MAKE SURE TO INCLUDE IN THE APPENDIX:! 1. CANVASES: Adapted value proposition & business model, i.e. incorporating social & environmental impacts). Write words, not just pictures (so we can understand these later).! 2. MATERIALITY ASSESSMENT: Refined materiality assessment for competitive companies.! 3. ANY AND ALL SOURCES! 4. ANY AND ALL CALCULATIONS (and/or link to Google spreadsheet with calculations)! BETTER BY MEASURE | WEEK 8: OCTOBER 23, 2014 ! 35!

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Better by Measure: Geeking out on Research

  • 1. BETTER BY MEASURE! DESIGNERS GEEKING OUT ON RESEARCH! Class 8 | October 23, 2014! ! BETTER BY MEASURE | WEEK 8: OCTOBER 23, 2014 !
  • 2. OUTLINE! BETTER BY MEASURE | WEEK 8: OCTOBER 23, 2014 ! 2! ! SCIENCE LAB: DEVEOPING YOUR SUSTAINABILITY STRATEGY! ! BUSINESS SCHOOL + SCIENCE LAB: GEEKING OUT ON DATA & RESEARCH! ! SCIENCE LAB: MEASURING YOUR IMPACT! ! STUDENT PRESENTATIONS! ! ! ! ! ! !
  • 3. DEVEOPING YOUR SUSTAINABILITY STRATEGY! SCIENCE LAB! BETTER BY MEASURE | WEEK 8: OCTOBER 23, 2014 !
  • 4. THE SUSTAINABILITY VALUE PROPOSITION! Q: What’s the difference between your value proposition & your sustainability value proposition?! ! ! ! ! ! BETTER BY MEASURE | WEEK 8: OCTOBER 23, 2014 ! 4! A. There shouldn’t be any difference, they should be one in the same. !
  • 5. THE SUSTAINABILITY VALUE PROPOSITION! Q: What’s the difference between your value proposition & your sustainability value proposition?! ! ! ! ! ! BETTER BY MEASURE | WEEK 8: OCTOBER 23, 2014 ! 5! A. There shouldn’t be any difference, they should be one in the same. ! Your complete value proposition should:! ? Demonstrate what value you deliver to the customer! ? Demonstrate how your core social, environmental, and/or health goals (base of your T) are tied to delivering value to the customer! ! ! ! ! !
  • 6. BUILDING SUSTAINABILITY INTO CUSTOMER DISCOVERY! BETTER BY MEASURE CUSTOMER DEVELOPMENT MODEL! STOP STOP STOP BETTER BY MEASURE | WEEK 8: OCTOBER 23, 2014 ! 6! BETTER BY FOCUS! MEASURE! Eco/Social Hypothesis Testing:! By delivering your value proposition, what ecological/ social values are created/eroded and how does this effect the customer?! Designing for Sustainable Growth:! How might different growth scenarios affect ecological/ social value creation/erosion? ! ! Measuring Eco/ Social Outcomes:! How can we measure and sustain or improve environmental/ social outcomes of corporate activities?! Co-Creating Eco/ Social Solutions:! Can you co-create value which addresses both customer needs and ecological/social values?! ! - The Four Steps to the Customer Epiphany by Steve Blank! Customer Discovery! Customer Creation! Customer Validation! Company! Building! Pivot!
  • 7. BUILDING SUSTAINABILITY INTO CUSTOMER DISCOVERY! STOP STOP BETTER BY MEASURE | WEEK 8: OCTOBER 23, 2014 ! Eco/Social Hypothesis Testing:! By delivering your value proposition, what ecological/social values are created/eroded and how does this effect the customer?! 7! 2. Impacts! Identify impacts ! using adapted canvases ! 3. Materiality! Perform competitive! materiality assessment! FOCUS! Customer Discovery! Customer Validation! Pivot! Pivot! Refine! Co-Creating Eco/Social Solutions:! Can you co-create value which addresses both customer needs and ecological/ social values?! ! 1. Value Prop! Hypothesize & test! Base of T foci (sustainability value proposition) with ! consumer! LEAN SUSTAINABILITY STRATEGY! 4. Foci! Hypothesize & test core Top of T foci with consumer; Quantitatively validate Base of T!
  • 8. ELEMENTS OF LEAN SUSTAINABLITY STRATEGY! ENVIRONMENTAL ! IMPACTS! GAI N CRE ATO RS! BETTER BY MEASURE | WEEK 8: OCTOBER 23, 2014 ! 8! Impacts of! High ! Materiality! RELEVANCE TO YOUR BUSINESS! RELEVANCE TO SOCIETY! Impacts of! Low Materiality! Impacts of ! Moderate Materiality! KE Y PA RT NE RS! KE Y AC TI VI TI ES! VA LU E PR OP OS ITI O NS! CU ST O M ER RE LA TI O NS HI PSKE Y RE SO UR CE S! C OS T ST RU CT UR E! RE VE NU E ST RE A M S! CH AN NE LS! CU ST O M ER SE G M EN TS! SOCIAL IMPACTSH!EALTH IMPACTS! PAI N REI EVE RS! GA IPNASI! NS! CU ST OM ER JO B( S) ! PRO DUC TS & SER VIC ES! SOCIAL IMPACTS! HEALTH IMPACTS! ENVIRONMENTAL ! IMPACTS! TOOLS/ FRAMEWORKS USED! IMPACTS FROM HOW A ! COMPANY DOES WHAT THEY DO! IMPACTS FROM ! WHAT A COMPANY DOES! 2. Impacts! Identify impacts ! using canvases! ! 3. Materiality! Perform competitive! materiality assessment! LEAN SUSTAINABILITY STRATEGY! Pivot! Refine! 1. Value Prop! Hypothesize & test! Base of T foci (sustainability value proposition) with ! consumer! ! IMPACTS FROM ! WHAT A COMPANY DOES! 4. Foci! Hypothesize & test ! core Top of T foci ! with consumer; ! Quantitatively ! validate Base of T!
  • 9. REFINING SUSTAINABLITY VALUE PROPOSITION! BETTER BY MEASURE | WEEK 8: OCTOBER 23, 2014 ! COMPANY DOES WHAT THEY DO! 9! THE SUSTAINABILITY PART OF YOUR VALUE PROPOSITION = BASE OF T: WHAT A COMPANY DOES! ! Initiatives embedded in value proposition:! ? Positive impacts a company is intentionally creating, or ! ? Negative impacts a company is intentionally mitigating or adapting to! Guidance: This should reflect the one-two impacts which are the most material, and which are most aligned with the rest of your value proposition.! ! IMPACTS FROM HOW A ! IMPACTS FROM ! WHAT A COMPANY DOES!
  • 10. REFINING SUSTAINABLITY VALUE PROPOSITION! BETTER BY MEASURE | WEEK 8: OCTOBER 23, 2014 ! IMPACTS FROM HOW A ! COMPANY DOES WHAT THEY DO! 10! IMPACTS FROM ! WHAT A COMPANY DOES! KEY IMPACTS A COMPANY SHOULD ADDRESS TO SUPPORT VALUE PROPOSITION = TOP OF T: HOW A COMPANY DOES WHAT THEY DO! ! Initiatives which allow value proposition to be delivered:! ? Positive impacts a company is is intentionally or unintentionally creating, or ! ? Negative impacts a company is intentionally or unintentionally mitigating or adapting to! ? Ideally sustainability initiatives/positive impacts should reinforce value proposition! ? Prevention of impact creation in other areas of business! Guidance: During initial customer development you should focus in on the one-three impacts which are the most material, and which are most support the rest of your value proposition.! ! !
  • 11. UBER: A CASE OF INCONSISTENT VALUES! BETTER BY MEASURE | WEEK 8: OCTOBER 23, 2014 ! Via engadget: http://www.engadget.com/ 2014/10/23/uber-flu-shots/! 11! VS.! Via Business Insider: http:// www.businessinsider.com/uber-avions-de-chasse- promotion-with-hot-chick-drivers- 2014-10!
  • 12. EXERCISE: BECOMING EVIL! Based on the concept you have right now, spend 3 minutes to brainstorm about how your new business concept could be used for EVIL.! BETTER BY MEASURE | WEEK 8: OCTOBER 23, 2014 ! 12! ! What could go wrong?!
  • 13. EXERCISE: BECOMING EVIL! BETTER BY MEASURE | WEEK 8: OCTOBER 23, 2014 ! 13! How do the results of your evil exercise reflect in the impacts you’ve identified as being the “most material?” !
  • 14. FORMING A SUSTAINABILITY STRATEGY BEYOND LEAN! BETTER BY MEASURE | WEEK 8: OCTOBER 23, 2014 ! 14! C. Estimate Risk/Benefit! Collect data & analyze results! D. Define Strategy! Define strategic foci! E. Develop Programs! Define internal & external initiatives! F. Report Out! Measure results & report! STRATEGIC! PHASE! TACTICAL! PHASE! ! ANALYTICAL! PHASE! ! A. Perform Materiality Assessment! Identify impacts! B. Define Hypothesis/ Priorities! Test strategic foci & scope!
  • 15. FORMING A (LEAN) SUSTAINABILITY STRATEGY! 1. Value Prop! Identify sustain-! ability value prop.! BETTER BY MEASURE | WEEK 8: OCTOBER 23, 2014 ! 15! A. Perform Materiality Assessment! Identify impacts! B. Define Hypothesis/ Priorities! Test strategic foci & scope! C. Estimate Risk/Benefit! Collect data & analyze results! D. Define Strategy! Define strategic foci! E. Develop Programs! Define internal & external initiatives! F. Report Out! Measure results & report! STRATEGICPHASE! 4. Foci! Hypothesize & test core ! Top of T foci with consumer; ! Quantitatively validate Base of T! 2. Impact! Identify impacts ! using canvases! ! 3. Materiality! Perform competitive! materiality assessment! Pivot or refine! TACTICAL! PHASE! ANALYTICAL! PHASE!
  • 16. LEAN SUSTAINABLITY INTEGRATION WITH CUSTOMER DEVELOPMENT! 2. Impacts! Identify impacts ! using canvases! ! BETTER BY MEASURE | WEEK 8: OCTOBER 23, 2014 ! 3. Materiality! Perform competitive! materiality assessment! Refine! 16! LEAN METHOD! (FOR MIDTERM)! A. Perform Materiality Assessment! Identify impacts! B. Define Hypothesis/ Priorities! Test strategic foci & scope! C. Estimate Risk/Benefit! Collect data & analyze results! D. Define Strategy! Define strategic foci & measure! FULL STRATEGY DEVELOPMENT! (FOR FINAL)! Review & Reposition! 1. Value Prop! Hypothesize & test! Base of T foci (sustainability value proposition) with ! consumer! 4. Foci! Hypothesize & test ! core Top of T foci ! with consumer; ! Quantitatively ! Validate Base of T!
  • 17. ROBUST EVIDENCE UNDERLIES SUSTAINABILITY STRATEGY… AND ALL OTHER TYPES OF STRATEGY! BETTER BY MEASURE | WEEK 8: OCTOBER 23, 2014 ! 17! A. Perform Materiality Assessment! Identify impacts! B. Define Hypothesis/ Priorities! Test strategic foci & scope! C. Estimate Risk/Benefit! Collect data & analyze results! D. Define Strategy! Define strategic foci & measure! FULL STRATEGY DEVELOPMENT! (FOR FINAL)! Qualitative Research & Analysis! Quantitative Research & Analysis! MEDHODS! & SKILLS REQUIRED! Review & Reposition! AKA EVIDENCE TO SUPPORT YOUR STRATEGY!
  • 18. GEEKING OUT ON DATA & RESEARCH! BUSINESS SCHOOL MEETS SCIENCE LAB! BETTER BY MEASURE | WEEK 8: OCTOBER 23, 2014 !
  • 19. BEYOND THE “INTERVIEW”! Interviews are great, but its time to consider how other forms of research can help you build evidence to :! ? Refine your value proposition! ? Refine your target customer segment! ? Define your sustainability strategy (your T-Shaped strategy)! BETTER BY MEASURE | WEEK 8: OCTOBER 23, 2014 ! 19! ! ! !
  • 20. TO DEMONSTRATE POTENTIAL VALUE YOU NEED EVIDENCE! How do we begin to build evidence? By conducting qualitative and quantitative research, then analyzing and deriving insight from results. ! ? INCREASED RIGOR: For the rest of the semester you’ll ramp up your BETTER BY MEASURE | WEEK 8: OCTOBER 23, 2014 ! 20! research efforts in terms of rigor. ! ? MORE MATH: You’ll move from hypothesis testing, to building things, modeling behaviors and quantifying results in order to build a case for furthering your startup concepts.! ! To start let’s create some ground rules about conducting research.! !
  • 21. RESEARCH 101! BETTER BY MEASURE | WEEK 8: OCTOBER 23, 2014 ! 21! What’s design research?! What’s the difference between primary and secondary research?! What are common types of secondary research? ! What are common types of primary research?! ! ! !
  • 22. PRIMARY RESEARCH! WHAT IS IT: Research that is originally collected by you, like the interviews you’ve been conducting. ! ! EXAMPLES: Survey research, interviews and ethnography! ! WHEN TO CONSULT PRIMARY RESEARCH: ! ? When the results anticipated or the data derived from the research may be of BETTER BY MEASURE | WEEK 8: OCTOBER 23, 2014 ! 22! strategic or financial value to your company! ? When the data/information doesn’t exist elsewhere or if it does exist elsewhere doesn’t specifically suit your needs! ! !
  • 23. TYPES OF PRIMARY RESEARCH! ? INTERVIEWS: Fact finding, uncovering insights and probing for deep expertise; Direct & indirect observation in one-on-one or group conversations! ! What other methods constitute primary research? ! As designers what tools do you have available to you? (Getting scrappy)! BETTER BY MEASURE | WEEK 8: OCTOBER 23, 2014 ! 23!
  • 24. TYPES OF PRIMARY RESEARCH! ? INTERVIEWS: Fact finding, uncovering insights and probing for deep expertise; Direct & indirect observation in one-on-one or group conversations! ? SURVEY RESEARCH: Fact finding and uncovering patterns of reported behavior; Indirect observation of specific actors, groups and/or systems! ? FOCUS GROUPS: Fact finding and probing for insights; Direct & indirect observation of individuals or groups within a controlled setting! ? ETHNOGRAPHY: Uncovering hidden behaviors and values; Direct observation of individuals or groups within culturally relevant environments! ? SCIENTIFIC OBSERVATION: Understanding patterns of behavior; Direct observation of actors, groups and/or systems within specific boundaries and controlled environments! ? METERING: Capturing material, energy and activity flows; Direct observation of specific natural or built systems/environments! BETTER BY MEASURE | WEEK 8: OCTOBER 23, 2014 ! 24!
  • 25. EXERCISE: CONDUCTING PRIMARY RESEARCH! 1. SURVEY: Take five minutes to devise three or more survey questions which could help you either refine your value proposition or refine your target customer segment. How would you distribute the survey?! 3. SOCIAL MEDIA: Take three minutes to compose a tweet or facebook post which poses a question to users that will help you either refine your value proposition or refine your target customer segment. How would you incentivize people to respond?! ! BETTER BY MEASURE | WEEK 8: OCTOBER 23, 2014 ! 25! 2. LANDING PAGE: Take five minutes to:! ? Sketch out a landing page for your company (if you don’t already have one)! ? Write an appealing one liner which will give you email addresses for potential customers to help you validate your customer segment.! ! 4. STORYBOARDING (INSIGHTS FROM RESEARCH): Take five minutes to draw one storyboard for how a specific type of customer/user would incorporate your product/idea into their day. Draw a one pager with 3 panels (cells).!
  • 26. TOOLS TO HELP YOU DO THIS! Lots of free trials for all of these ! ? Survey Monkey or Google Forms! ? Test sketch using https://popapp.in/! ? Invision.com invite users to comment on individual screens! ? https://validately.com/! ? Zurb.com! ? Ubertesters or Applause to validate the UX! ? Mechanical Turk (though hard to parse user types from this)! ? For usability: Usabila, chalkmark! Ask for more!! We (Jen, Rebecca, Ajay) have ideas.! BETTER BY MEASURE | WEEK 8: OCTOBER 23, 2014 ! 26!
  • 27. THE LIMITS OF PRIMARY RESEARCH! INFERENCE VS. OBSERVATION: ! ? There are limits to what you can directly observe! ? One can almost never study all possible instances of something! ? Data/results often must be inferred rather than directly measured! OTHER KEY OBSTACLES: ! ? Cost, time and resources! ! In these instances we can often rely on secondary research.! BETTER BY MEASURE | WEEK 8: OCTOBER 23, 2014 ! 27!
  • 28. SECONDARY RESEARCH! WHAT IS IT: Research that has been collected by someone else. ! ! EXAMPLES: Industry reports, scientific studies, reference books and online forums! ! WHEN TO CONSULT SECONDARY RESEARCH: ! ? When there’s strategic or financial value in having an external party own/ manage the results of the research or data! ? When the research already exists and is tailored to your needs! ? When the ability to conduct primary research is costly or otherwise limited! BETTER BY MEASURE | WEEK 8: OCTOBER 23, 2014 ! 28! ! !
  • 29. SOURCES FOR SECONDARY RESEARCH! RELIABLE SOURCES ! POTENTIALLLY RELIABLE SOURCES (CHECK FOR ACCURACY/BIAS)! ! BETTER BY MEASURE | WEEK 8: OCTOBER 23, 2014 ! 29!
  • 30. SOURCES FOR SECONDARY RESEARCH! RELIABLE SOURCES ! ? Academic resources/research tools! ? Peer reviewed journals, papers, books, and patents! ? Government & intergovernmental documents, reports, databases, and clearinghouses! ? Reference books! ? Technical specifications of equipment and controlled processes! POTENTIALLLY RELIABLE SOURCES (CHECK FOR ACCURACY/BIAS)! ? Industry generated data or reports ! ? Other publicly available databases or clearinghouses (not listed above)! ? Information and data from trade associations! ? Individual expertise ! BETTER BY MEASURE | WEEK 8: OCTOBER 23, 2014 ! 30!
  • 31. TERTIARY RESEARCH! WHAT IS IT: Research that has been aggregated from OTHER primary & secondary resources. ! ! EXAMPLES: White papers, news summaries, landscape audits, lit reviews. ! ! WHEN TO CONSULT TERTIARY RESEARCH: ! ? When you’re trying to understand how much research exists in the space already! ? When you want to know the focus of different questions (what’s already been BETTER BY MEASURE | WEEK 8: OCTOBER 23, 2014 ! 31! asked and what hasn’t)! ? What’s “known” and “unknown” at a high level! ! !
  • 32. RESEARCH METHODS SUPPORT EACH OTHER! Secondary Research! Understand whether research which has been performed by others can accomplish your research goal, before conducting original (primary) research! Primary Research! Performing original research, then identifying research gaps and looking to fill these gaps with tertiary and secondary research ! Tertiary Research! Understand how much research on a given topic has already been performed, and/ or to identify secondary research sources which may fulfill your research goals! BETTER BY MEASURE | WEEK 8: OCTOBER 23, 2014 ! 32!
  • 33. AVOIDING BIAS IN RESEARCH! Sampling bias: Small sample sizes (not statistically significant for quantitative data), and choosing cases that are not representative of a whole. One generally chooses a random sample or "representative" sample to avoid this.! ? Example: Only interviewing classmates (or alum) and friends when testing hypothesis could result in sampling bias as interviewees may likely have relatively similar profiles/ perspectives.! Omission & personal bias: Avoid “cherry picking” information, leaving out critical indicators/information or citing studies which may have done so, or devising leading questions.! ? Example: Citing reports by only climate change skeptics as representing the majority view on the subject of climate change.! Contextual/representational bias: Not measuring what you think you’re measuring – doesn’t back up core concept of study.! ? Example: Using energy use data from one region to represent another. Fuel sources differ by region and each fuel source and combustion method has different greenhouse gas emissions factors which can skew models and results if not accounted for.! ! BETTER BY MEASURE | WEEK 8: OCTOBER 23, 2014 ! 33! !
  • 34. MIDTERM PRESENTATION! DUN DUN DUN….! BETTER BY MEASURE | WEEK 8: OCTOBER 23, 2014 !
  • 35. MIDTERM PRESENTATION – NEXT WEEK! PREPARE A 12 MINUTE PRESENTATION:! 1. SYSTEMS: Document the systems you outlined (for the company you evaluated, your company and its place in the broader system you’re hoping to engage in/disrupt)! 2. RESEARCH: Document the history of your research, assumptions, hypotheses, and pivots.! 3. VALUE PROPOSITION: Fully validate your primary value prop (inclusive of sustainability). Describe. Demonstrate.! 4. CUSTOMER SEGMENT: Fully validate your primary customer segment. Describe your persona in detail.! 5. MATERIALITY: Summarize the top impacts you uncovered by conducting the materiality assessment for your competitors. Provide evidence for why you selected these.! 6. IMPACTS: Identify which key impacts (positive or negative) you’ve chosen to focus on (both the base and top of your T). Define how they relate to your value proposition. What’s the scope for the impacts. How do you propose to measure the scale of the impacts. ! ! MAKE SURE TO INCLUDE IN THE APPENDIX:! 1. CANVASES: Adapted value proposition & business model, i.e. incorporating social & environmental impacts). Write words, not just pictures (so we can understand these later).! 2. MATERIALITY ASSESSMENT: Refined materiality assessment for competitive companies.! 3. ANY AND ALL SOURCES! 4. ANY AND ALL CALCULATIONS (and/or link to Google spreadsheet with calculations)! BETTER BY MEASURE | WEEK 8: OCTOBER 23, 2014 ! 35!