Posts tagged “segmentation”

Interview with Steve posted on Ethnography Matters

Here’s an interview with me at Ethnography Matters. We talked about the book, the writing process and other aspects of how interviewing users is playing out in the corporate world.

EM: How much heterogeneity is there between companies / clients? Are there any broad typological characterizations of companies and their attitude towards user research? Does this inform different ways of delivering research results, different ways of “talking to” these companies?

SP: There are no doubt dozens of frameworks (see for example, Jess McMullin’s Design Maturity Model on page 142) for characterizing the organization. But let me throw out a new one: in the Passover Haggadah there is the example of the four sons. One wise, one wicked, one simple and one who does not know how to ask a question. The wise son asks to have all of the history, insight and other findings explained to him. We’re encouraged to explain everything to him. The wicked son separates himself from the issue by asking why it’s important to you. We’re told to tell him why it’s important to us (and not persuade him that it should be important to him). The simple son doesn’t even focus in on the issue and just asks “What is this?” so we’re to give him the headline. We’re told to approach the son who doesn’t even know how to ask a question and take the initiative to explain things to him. And one scholar writes about a fifth son who isn’t even in the room and it’s up to us to seek him out and give him the lowdown.

Sure, it may be a bit forced but it’s not hard to see those sons as archetypes of individuals, departments or entire workplace cultures. Whatever your framework is, you obviously need to understand the specifics of who you are dealing with and have a range of approaches for responding. All of this stuff with people (be they clients or research subjects) is messy and I’m not so comfortable with pre-emptive categorization and its resultant tactical choices.

Thanks to Tricia Wang and Jenna Burrell and everyone else at Ethnography Matters for a great discussion.

Persistence of Vision

I was walking to dinner with a client in Chicago and saw this choice piece of graffiti. I immediately imagined using the image for an end slide in a presentation – “Problem Solved.” Very nice.

It wasn’t until after I had posted the shot on Facebook and seen it uploaded that I realized what it actually said. Which means that I saw the graffiti, composed the shot, took several alternate shots, and processed it in Photoshop, all the while seeing what my mind had interpolated rather than what was actually written there.

We’ve had numerous experiences of clients joining us in the field and saying – after we’ve interviewed someone who was either using or enthusiastic about their products – “She’s not our customer,” because the person didn’t fit their organization’s idea of who their customers are. We’ve also heard, “We already fixed that problem,” even after seeing clearly that the solution was unknown to the end user and the problem was still a problem.

It can be very hard to see something as it is if you come to it with a strongly ingrained idea of what you think it is.

But there is a reality – customers, environments, markets – whether you are seeing it or not. If you’re developing and selling products and services, you’re far better off working from an understanding of what’s actually there, rather than what you think is there.

ChittahChattah Quickies

  • Learnvest: Our mission is to provide unbiased financial information to all women – Women have come a long way financially over the last three decades. Women today make up half of the professional work force and are found to buy or influence 80% of all consumer purchases in the United States yet they continue to lag behind men when it comes to managing their personal finances. According to a 2006 Prudential financial poll, 80% of women say that they plan to depend on Social Security to support them in their golden years and 38% of women 30-55 years old are worried they will live at or near the poverty level because they cannot adequately save for retirement. So even today–despite coming so far in many ways–too many women are still ignoring their finances. LearnVest provides a solution that is relevant and timely – it is something women need.
  • Some Queries Prompt Google To Offer Suicide Hotline [NYTimes.com] – Last week Google started automatically giving a suggestion of where to call after receiving a search seemingly focused on suicide. Among the searches that result in an icon of a red phone and the toll-free number for the National Suicide Prevention Lifeline are “ways to commit suicide” and “suicidal thoughts.” The information takes precedence over the linked results and is different and more prominent than an advertisement. Guidance on suicide prevention was suggested internally and was put in place on Wednesday.
  • Virginia Heffernan – The Medium – Online Marketing [NYTimes.com] – An online group becomes formally classified when it comprises an advertising category. That’s the magic point in e-commerce: when the members of an online group turn eager to purchase, say, tank tops or bottles of sauvignon blanc as badges of membership in communities like the ones that flourish at Burton.com or Wine.com. The voluminous content that these sites produce — blogs, videos, articles, reviews, forums — becomes the main event. To sell actual products, the company then “merchandises” that content, the way museums and concert halls and, increasingly, online newspapers hawk souvenirs, including art books and hoodies and framed front pages. At the moment when content can be seamlessly merchandised, a group has generally developed robust forums in which the members (hoarders, mothers of twins, bodybuilders) develop codes and hierarchies and a firm notion that this is a place where they can finally be themselves.

ChittahChattah Quickies

  • Segmenting the Hendrix fan [NYTimes.com] – “We believe that there is a Jimi Hendrix fan out there at 99 cents and at $9 and at $20 — all the way across the spectrum,” Mr. Block said. “We want to make each fan an appropriate offering. Is the complete Jimi Hendrix on vinyl something every music fan would want? Absolutely not. Would there be a market for it? Absolutely.”
  • Jerry Seinfeld on ideas [NYTimes.com] – Whatever happens to “The Marriage Ref,” Mr. Seinfeld said that he was out of ideas now. “Ideas are a terrible obligation,” he said. “Who needs something else to take care of? I have kids. I’d rather nurture them than another idea.”
  • The Disposable Film Festival – In recent years a new kind of film has emerged: The Disposable Film. It has been made possible by new media (webcams, point and shoot digital cameras, cell phones, screen capture software, and one time use digital video cameras) and the rise of online distribution (YouTube, Google, MySpace, etc.). These films are often made quickly, casually, and sometimes even unintentionally. Everyone has become a Disposable Filmmaker: directors of Saturday night cell phone videos, actors under the eyes of security cameras, and narrators before their webcams. Let's face it – we live in an age of disposable film. Now it's time to do something creative with it.
  • How to Kill Innovation: Keep Asking Questions – Scott Anthony [Harvard Business Review] – Resource-rich companies have the "luxury" of researching and researching problems. That can be a huge benefit in known markets where precision matters. But it can be a huge deficit in unknown markets where precision is impossible and attempts to create it through analysis are quixotic. Entrepreneurs don't have the luxury of asking "What about…" questions, and in disruptive circumstances that works in their favor.

    So what's the alternative? Substitute early action for never-ending analysis. Figure out the quickest, cheapest way to do something market-facing to start the iterative process that so frequently typifies innovation. Be prepared to make quick decisions, but have the driver of the decision be in-market data, not conceptual analysis. In other words, go small and learn. Pitch (or even sell) your idea to colleagues. Open up a kiosk in a shopping mall for a week. Create a quick-and-dirty website describing your idea. Be prepared to make quick decisions.

ChittahChattah Quickies

  • Inside User Research at YouTube – "One of the most important findings has to do with the difference between the large group of users who are on YouTube simply to watch videos and a smaller, but very important, group of more engaged users — often uploaders." [This is such a "real" user research finding; to those of us on the outside it just drips "duhhh" but of course the discovery of the depth of this truth was probably a significant a-ha moment for the team and more importantly, their internal clients, who may have had this as a notion but hadn't really taken on how to build that insight into the design. Now it's a marching order inside the organization!]
  • Kill the Kindle: Charles Brock’s 60 second video from AIGA Make/Think 2009 – Being a book designer, Charles has an (*ahem) unique perspective on the Kindle.

ChittahChattah Quickies

  • The Product Is You, No. 12 – Rob Walker does a series of advertisements that reveal a customer segmentation and the associated characteristics. Similar vein to my postings about personas leaking outside the enterprise
  • Please vote for our SXSW panel "Culture Kicks Our Ass: How To Kick Back" – The conference lineup is chosen partially based on input (i.e., voting) from the community. Even if you don't attend, you still have a voice about what the discourse should be in our various fields, so please vote for this panel from Steve Portigal and D. P. Haine, of Obvious Design.

    We’ll explore the different cultural challenges that breakthrough products must overcome: emergent usage behaviors that are impossible to predict, a global customer base and cultural barriers inside the corporation that suffocate innovation. We’ll also share best practices for addressing each challenge.

  • Please vote for our SXSW panel "FAIL: When User Research Goes Horribly, Horribly Wrong" – The conference lineup is chosen partially based on input (i.e., voting) from the community. Even if you don't attend, you still have a voice about what the discourse should be in our various fields, so please vote for this panel from
    Steve Portigal, Portigal Consulting
    Nate Bolt, Bolt|Peters
    Dan Saffer, Kicker Studio
    Aviva Rosenstein, Ask.com
    Mark Trammell, Digg

    Best practices for user research are not hard to come by, but experience is the ideal way to develop mastery. And with experience inevitably comes failure. Embarrassing, awkward, hilarious failure that gives the gift of self-improvement. We’ll share our own unvarnished examples and what they taught us.

  • Do programmers still buy printed books? | Zen and the Art of Programming – Likewise, when I’m holding a book or have it open on my desk, I’m in “book reading mode”, which makes it far easier to immerse myself in it. This means that I’m focused on the task and can proceed quickly. The only context switch that happens is between the book and the editor/shell, if it’s the kind of book that warrants typing along. If you are reading a book in a browser tab, it’s very easy to think, “I’ll just check my email for a second”, or introduce similar distractions. I’m sure I’m not alone in this respect.

    When I buy a physical copy of a book, I feel psychologically more obliged to at least try to get through it. Online I experience a paradox of choice of sort. With hundreds of interesting books available there in front of me, I’m more inclined to excessively multitask, and end up checking out different books while I should still be reading the current one.

    (Thanks @onwardparam and @chirag_mehta)

  • New study suggests people from different cultures read facial expressions differently – East Asian participants in the study focused mostly on the eyes, but those from the West scanned the whole face.
    They were more likely than Westerners to read the expression for "fear" as "surprise", and "disgust" as "anger".

    The researchers say the confusion arises because people from different cultural groups observe different parts of the face when interpreting expression.

    (via Design-Emotion.com)

Personas Leaking Outside the Enterprise

Yesterday’s NYT article about Ford using personas raised one of my big concerns about the process, where a design process artifact becomes (inappropriately) a marketing artifact.

The designers imagined her life in detail in a video, “A Day in the Life of Natasha.” Several human models were screen-tested before one, who looks vaguely like Audrey Hepburn, was chosen to appear in the video. The video was also convenient for explaining the car to the press and public.

Here’s an egregious example of persona-think gone mad: In the “Intel Process Personalities” contest, they put forth a number of personas
intel1intel2 and asked online readers “What kind of PC junkie are you?” and “What superhero powers would your ideal notebook PC have?” People submitted their answers online and a six were chosen to be profiled in followup advertising. Here’s one:

intel6intel5intel4intel3

Five other real people are similarly profiled in the 3-page ad.

It’s just disturbing to see corporations decide that there are 6 mutually exclusive customer types and ask people then to identify themselves as a Frequent Flyer, a Cafe King, or (yecccchhhh) The Multimedia Monkey. I don’t aspire to be any of those characters. While I may have a set of needs, behaviors, and preferences that align me with other folks, it’s audacious of the company to set up categories and ask me to fit myself into them. And when it’s as ham-fistedly awkward as this (i.e., The Blogger is involved in “posting timely twitters updates”) it’s even more insulting.

Now, this is marketing, not user research, but it’s bringing in user research as semiotics in a way that devalues the real work of researchers and participants. “What superhero powers would your ideal notebook PC have?” is a great question in participatory design, but smug as part of a contest.

Kudos to Intel to using real people in these profiles (admittedly, I assumed they were fake until I read the fine print) but shame on Intel for exposing their patronizing “segmentation” and offering goods in exchange for people identifying themselves within those caricatures.

For more anti-persona ranting, we’re happy to pass along the now-classic interactions column Persona Non Grata upon request.

Tell me about yourself

myups.jpg

I’m an occasional user of MyUPS (although their failure to offer a daily email or RSS update to track a package is ludicrous) and when visiting the site this week I had to agree to their news Terms of Service and update my contact information. This sort of web form typically covers basic logistical information that someone who does business with you will need: address, billing information, etc.

But this time I was required to answer a question that was obviously tied to some market segmentation work they’ve done: which of these statements best describes you? with the following choices:

  • I don’t ship daily, but when I do, I want it to be quick and informative.
  • I use ups.com daily and know several shortcuts to save time.
  • I use ups.com to troubleshoot and to report on shipping activity.
  • I focus on the big picture and monitor shipping operations performance.
  • I prefer to use the web only when necessary. My job is easier without it.

First of all, it’s utterly inappropriate to require me to answer this question when I’m dealing with straightforward contact information that is necessary for UPS to have in order to provide the services I pay them for. Making them optional would be nice, but really this doesn’t go here at all. It’s hamfisted.

Second of all, it’s ludicrous to ask someone to find themselves in a badly written list such as this. What if I use ups.com daily but don’t know any shortcuts? Compound conditions are very hard for people to answer cleanly.

One has to wonder about the meeting where they decided this would be a good idea.

The casual expert

tsa_diamond_2.jpg
The NYT has a story about self-selecting airport security lines.

…a black diamond line for expert travelers, defined as those who fly more than twice a month and are skilled at security procedures, always ready with items removed; a blue square for casual travelers, who are familiar with the screening process; and a green circle for families and those needing assistance or more time.

I think this is an exciting idea, although it doesn’t appear to be working perfectly. It seems that people are overestimating their own expert-ness (or perhaps fudging their self-analysis in favor of a perceived “express line”) although families feel relief from the pressure of other travelers.

This seems like a classic web design problem, with different types of users (who have very different abilities, needs, and expectations) coming in the same front door. And when there’s a choice, people will obviously act in their own perceived self-interest.

I think separating “normal” from “expert” is going to be a tough thing to figure out in any situation; unless “expert” carries with it an intimidation factor, I suspect most people will escalate their capability. Otherwise “normal” starts shifting to “stupid.”

Again, an interesting approach to a problem, and as with most prototyping efforts, lots of learning about how the proposed solution is and isn’t working, yet.

Segmentation Politics

Today’s NYT magazine included a letter written in response to How Do you Say ‘Got Milk’ en Espa?±ol? (about Hispanic advertising).

Giving catchy names to particular demographic segments is one of advertising’s oldest tricks to make the craft seem “scientific”. But why spend time defining the characteristics of each segment if it turns out everybody is a mix of all of them -“a Straddler . . . with certain Learner/Navigator undercurrents”?

Agreed. As I’ve written before, personas are user-centered bullshit.

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