10 – reflections on research
In this section, you will start to develop a toolbox of research techniques to help you think about building human-centred brands. We’ve now explored a number of ways to conduct both internal and external research for branding. We’ve discovered that research techniques in which stakeholders are isolated from their context are less suitable for this purpose. Contextual inquiry, context mapping and various forms of design research and design ethnography are more suitable. It’s a good habit to develop your own toolbox of exercises for this purpose. Let’s start now!
see page 103 of BDI.
First, think of the objective: what do you want to know? (for example: what hidden values lie behind our current brand touch points?)
Think of how you might get to know this (for example, give people the role of guide, and let them give the team a guided tour around the building, explaining why things are the way they are).
Think of what might go wrong (for instance, people might be shy to guide a group around).
Solve those issues (perhaps by forming small teams that guide each other around, recording the tour on video).
Go through these steps for a number of brand questions and then design your own toolbox!
If you want to share your findings, or see what others have made of it, please upload your results here and join in the discussion!