Hi Priscila,
I agree with Krishnesh Mehta regarding the Zaltman Metaphor Elicitation
technique. Intact, I am trained in this interviewing method, and though its
an 'interview' but during the process, visuals are used as a support system
to elicit metaphors from the participants. The method uses probing
techniques to explore emotions of an individual at a deeper level, like a
psychological interview.
I have first hand experience in moderating these interviews and the insight
transfer process, which is used to capitalize on the subconscious and
emotional drivers that are elicited from the participants during the
interview.
Good luck!
Juhi Singh
Juhi Singh
Design Research Consultant
Amsterdam, Netherlands
On Tue, Sep 30, 2014 at 8:01 PM, Krishnesh Mehta <[log in to unmask]> wrote:
> Dear Priscila Mendoza,
>
> Happy to know about your survey and especially because of your DM
> background- as then I am not the only one who thinks so (that unconscious
> surveying is very important for both design and management) -I am one of
> the founding faculty of the Master's Strategic Design Management programme
> at NID, Ahmedabad. Some years ago when we were designing the programme the
> main differentiation that a DM program should have was in understanding
> what drives the behaviour of the user/consumer -the people. MBA and Market
> research was found missing on many counts.
>
> For, if you want to manage or design for people -your management or design
> is only as good as your understanding of what drives/runs people -in fact
> people is at the base of and sine qua non for the existence of designers
> and managers.... While neuroscience and brain imaging is what is being
> clouted as the latest to understand the behaviour (well I too am a big fan
> of neuroscience as am qualified in it and am currently working on some easy
> methods -but context is important and here I find there are better and more
> universally accessible non neuro-methods as mentioned below)...we all know
> that brain scans can only tell what parts are active but that cannot tell
> accurately as to what is being really experienced (I can tell what areas of
> the brain get activated while using a given design but cannot say what
> exact cascades of feelings and emotions and affect that is creating and
> what memories is it accessing and creating and therefore -what is most
> important- what action orientations is it creating) - for brain has
> multi-use and multi-function mechanisms --the pleasure area of the brain
> may activate because of an external or internal reasons, because of a past
> memory or current stimulus...and so on... (just to understand why we get
> angry there is an interplay of about 6 different chemicals in our brain
> plus the social conditioning which together creates a certain pattern of
> brain activation)..also there is no scan as on today that gives a
> simultaneous high resolution both in terms of spatial and temporal terms
> (and none that correlates those with the brain chemicals). Whether we
> believe there is conscious -unconscious or not -whatever name one may give-
> there is some estimate that we receive about 11 millions bits of info every
> second of which we are conscious of only 40 bits/per sec. (many can argue
> this) whether you accept this or not one thing that we all know (and might
> have experienced) is that market research done the traditional way does not
> turn out to be having any accuracy worth any mention-for we all know that
> many exit polls (done by the best of agencies) might predict one result but
> the actual result often turns out to be opposite...and so on with lot of MR
> predictions.
>
> So are there any other ways...well we have developed lot of indirect
> methods ...but here I will discuss only some of those like metaphor
> elicitation, forced metaphor elicitation, etc. that have some literature in
> public domain -normally when we question or interview we have our (both
> interviewers and interviewees) filters and biases -but if we tell them to
> give metaphors (like a music piece or a film, picture or any other) -it
> will be difficult to explain the method fully here- we tend to remove their
> conscious (aware) biases and filters and we get clues to probe further that
> helps to uncover the unconscious (we have found to the extent that you can
> actually predict the exact colour, texture, touch, smell, and most
> importantly feelings and memories)...we have had great success with this
> (I
> can say that we have used it successfully for over 100 products and many
> fun things like even finding the long term compatibility of
> partners)...there
> are many other techniques that we have developed but are not on the public
> domain and so will refrain mentioning. Forced metaphor elicitation is
> another good one -for example every one is made to draw a cat (based on a
> given theme to survey) and then the different cats are evaluated for
> metaphors (based on the drawing and descriptions) that lead to the
> unconscious insights..
>
> One person who has made metaphor elicitation famous is Gerald Zaltman (
> through books-How Customers Think, Marketing Metaphoria -both by Harvard
> Business School Press) -though his techniques are patented and much
> different from how we use it...
>
> Other techniques from literature are Experience Mapping and its later
> versions and Geertz's Thick Description...I find these techniques are
> reasonably simple (needs lot of practice to master), more universally
> applicable, does not need any special set up so can study the factors in
> their real contexts, very cost effective (compared to brain scanning) and
> most importantly very visual or arty for the tastes and competencies of
> designers and they have worked for us -both for corporate and social
> sectors -given some very unimaginable insights.
>
> Hope this helps,
>
> all the best,
> krishnesh mehta
> nid, ahmedabad, India
>
> On Tue, Sep 30, 2014 at 7:58 PM, Priscila Mendoza <
> [log in to unmask]> wrote:
>
> > Don, Terry,and Keith thanks so much for your contributions. I'm really
> > glad to read all the conversation and discussion around the topic. It is
> > and exciting and stimulating for me to see the different postures around
> > the topic.
> >
> > Since the beggining of my research I found that the terms unconscious,
> > subconscious, nonconscious, preconscious and consciousness were by nature
> > controversial (although they refer to different concepts). The existence
> of
> > "other mental processes" besides of those we are aware and intentional
> > about, has been in debate long time ago. From Descartes' body-mind
> > cartesian theory, to the Freudian unconscious, to Jung's collective
> > unconscious, and to the latest postures in psychology, neuroscience, and
> > economics -Wilson, Bargh, Damasio, Kahneman, etc-. there has been always
> > room to debate and contradiction in this realm. Nonetheless the
> > development of new technology like fMRI, the study of people with damaged
> > brains, and the development of empirical psychology have brought evidence
> > to the "theories" about the unconscious-conscious, I also agree that we
> > still have a lot to discover and study. And that is just fascinating!!
> >
> > The intention of my thesis study is to explore the different approaches
> to
> > study "the unconscious" and look for oportunities for design. What I have
> > found so far is a lack of integration among the different
> > streams/approaches for capturing the elusive, (as I like to called it),
> but
> > there might be reasons for this lack of integration, and that is
> something
> > that I believe is worth some research.
> >
> > One of my latest interviewees pointed out the ontological differences
> > between studying the individual and the thinking of the individual brain,
> > to what it is studying the culture and people in action. That is
> something
> > that seems obvious but can lead to the validation or refusal of what I'm
> > trying to achieve. But that would be another thesis!
> >
> > Once again thanks for your reading, comments, and feedback.
> >
> > Have a great day,
> >
> > Best,
> >
> > --
> > Priscila Mendoza
> > MFA Design Management Candidate
> >
> > http://priscilamendoza.mx
> >
> >
> >
> >
> > In some cases authors were refering to the mental processes linked to the
> > workings of the brain, were as others (especially when refering to
> > consciouness) stated that there was something else there, (the soul
> maybe?)
> >
> > 2014-09-30 0:47 GMT-04:00 Don Norman <[log in to unmask]>:
> >
> > > Excellent answer. Thank you.
> > >
> > > We should have a more private discussion about research methods for
> your
> > > dissertation. (Next time I am at SCAD?)
> > >
> > >
> > > And yeah, this is a public response, but I thought the discussion group
> > > should know that my overly cute remark about Priscila's research was
> > > promptly put down with her appropriate response. She isn't probing the
> > > unconscious by a survey: she is probing what people do about it. And
> for
> > > that, a survey is fine.
> > >
> > >
> > > Maybe all this is irrelevant anyway, for Terry just informed me that
> the
> > > unconscious is a myth, a theoretical entity that does not exist. Why? I
> > > suspect because we can't see it. I responded that the unconscious, like
> > > consciousness, is not a thing that can be seen: it is a state of mental
> > > processing. When people act or make decisions of which they are
> unaware,
> > > that is by definition being done unconsciously. Consciousness implies
> > > awareness.
> > >
> > > (Come to think of it, perhaps Terry is a theoretical entity, a mythical
> > > creature. After all, he can't be seen. Maybe those emails come from
> some
> > > sentient computer up there in the clouds pretending to be Terry. Has
> > anyone
> > > actually seen Terry? (I have seen someone who claimed to be Terry, but
> I
> > > have no evidence that this is the same "thing" that authors those
> > emails.)
> > >
> > >
> > >
> > > don
> > >
> > > On Mon, Sep 29, 2014 at 5:27 PM, Priscila Mendoza <
> > > [log in to unmask]> wrote:
> > >
> > > > The survey is not intended to probe unconscious knowledge. The
> > objective
> > > > for this survey is to get a sense about current design research
> > practices
> > > > when it comes to unarticulated and latent knowledge. That said, I
> > totally
> > > > agree that If my intention were to probe the unconscious knowledge of
> > > > researchers a survey would have been a contradiction.
> > > >
> > >
> > >
> > >
> > > Don Norman
> > > Director, DesignLab, UC San Diego: Think Observe Make
> > > Prof. Emeritus Cognitive Science & Psychology, UCSD
> > > [log in to unmask] www.jnd.org <http://www.jnd.org/>
> > > http://designlab.ucsd.edu/
> > >
> > > (Finally, a website I am not ashamed of)
> > >
> > >
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> > >
> >
> >
> >
> > --
> > Priscila Mendoza
> > MFA Design Management Candidate
> >
> > http://priscilamendoza.mx
> >
> >
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