Innovation Tools - Photo Diaries

15
PHOTO DIARIES Innovation Tools Series A short guide to

description

A qualitative research method, photo diaries are a fantastic way to gain rich insights into people’s environment, behaviour, opinions, routines, likes and dislikes. The tool is not bound by language—instructions can be translated or even given in symbols—meaning that this form of research is accessible to almost everyone, whether they are old, young or speak the same language, and no matter what level of reading ability. Similarly, the method can either be low tech (cheap disposable cameras) or high tech (with loaned digital technology or via digital platforms). An easy, fun, engaging activity for participants that can be used over hours, weeks or months, photo diaries drive innovation by giving you direct access to someone else’s world.

Transcript of Innovation Tools - Photo Diaries

Page 1: Innovation Tools - Photo Diaries

PHOTO DIARIES

Innovation Tools Series

A short guide to

Page 2: Innovation Tools - Photo Diaries

By asking customers (or not yet customers) to take photos of things about themselves and

during their day...

...you get a unique look at the inside of their lives and can develop deep insights about them

Page 3: Innovation Tools - Photo Diaries

1. What did you have for breakfast?2. What did you wash your hair with?3. How did you get to work?4. What’s your favourite thing to do on the weekend?5. What’s the most important gadget in your life?6. Who is the most important person in your life?

For example, you could say...

Your research could be focused on their personal life or leisure time

Please take a photo of your answers to the following questions...

Page 4: Innovation Tools - Photo Diaries

1. The time I got to work...2. My favorite thing about where I work...3. The most frustrating thing about my work...4. Where I’d like to go on holiday...5. What I do during my lunch break...6. I love this piece of equipment...7. What my desk looks like at the end of the day...

Or set a them a photo challenge...

Your research could relate to their work (or both work and personal time)

Page 5: Innovation Tools - Photo Diaries

So how do you make photo diaries happen?

Page 6: Innovation Tools - Photo Diaries

Define your research target market or segment1

Agree what you want to discover and explore2

Page 7: Innovation Tools - Photo Diaries

Recruit volunteers in the right segment3

Provide your volunteers with equipment and clear instructions on what you’d like them to do

4

Page 8: Innovation Tools - Photo Diaries

Let them get on with the task or check in to see if they are getting on ok and if they need any help

5

Collect all the data and images back for analysis6

This is my best friend and her cat...

Page 9: Innovation Tools - Photo Diaries

Arrange an online or in-person interview regarding the images to get the full story behind them

7

Learn your little heart out! 8

Well done

Good Effort!

Page 10: Innovation Tools - Photo Diaries

You can do this low tech or high tech

(It’s about deciding what works best for your participants)

Page 11: Innovation Tools - Photo Diaries

Disposable camera

Loaned Digital Camera

Text a photo topic each day and get an MMS back

Old School

New school

Simple video camera

Use own camera then

upload images to website

Upload

Page 12: Innovation Tools - Photo Diaries

Your customers notice things they wouldn’t

otherwise tell you about or remember

Photo diaries reduce self-reporting bias

Photo diaries create a tangible immersion into the participant’s world

The activity creates more insightful conversations

—both with participants and about your findings

You have opportunity to see the world through your customers’ eyes

Why use photo diaries?

Page 13: Innovation Tools - Photo Diaries

When to use photo diaries

Where there are language barriers

—photos speak louder than words, you just need to

translate your instructions

When you want to create a different kind of engagement both during and after the

research project

As a precursor to interviews and focus groups for deeper

discussion and insights

When you need visual inspiration

When you want input on brand

direction

When you want to collect potential

marketing content

When you want to see the world through someone else’s eyes

Page 14: Innovation Tools - Photo Diaries

Say Cheese!