To ensure that you get the real honest stories out on the table, it helps to have the empathic research carried out by an independent party. The big advantage is that you can have an open conversation as a neutral party and there is a reduced chance of socially desirable answers. In addition, it has the advantage that the interviewee does not raise other questions to get certain things done. And even if you choose to enter the conversation objectively as an involved organization - people assign a certain role to you, which makes it difficult to remain neutral.
As a neutral party, you can have an open conversation and there is less chance of socially desirable answers.
After each interview, focus group or observation we record the insights in a data download. A data download is a way to record all the information obtained in a clear and visual way. We distinguish between themes, quotes and most important insights. How do you do that?
Immediately after the interview, focus group or philippines mobile number list observation, create the data download together
Sort and structure the information on different colored post-its (with the most important insights, quotes and themes)
Determine the main themes of the interview (max. 5)
Try to make patterns and overlaps visible with connections
Take a picture of the final network
Data download with big themes based on the three focus groups
When all interviews, focus groups and observations have been completed, all insights gathered are analysed in a working session. The results are qualitative insights into attitudes, behaviour and needs of stakeholders with regard to (mobility) issues. The results, in the form of themes, serve as input for the next phase: ideation .
In this article I have further explained the first two steps of the design thinking process: two important phases to ultimately arrive at innovative and supported solutions. In the next article I will discuss the next step: ideation, in which we use the reframing method as a technique. And of course the InnovA58 case will return here.