Accidents and Plans: A few good tools for collaboration
Once upon a time, marketers saw truth mostly in numbers. But, as this conference will explore, there have been some key shifts in the last 10 or so years: Design Research has broken out of its niche status and quantitative research has been stripped of its compulsory status. Design research has moved to the mainstream; quantitative research has become but one of many tools for decision making.
“Truth” about consumers is now found in many ways: stories, photos, video, quotes, anecdotes, sketches, conceptual frameworks, and more. Accompanying this shift our community has developed, and will continue to develop, more useful and interesting ways to gather qualitative data.
This talk will explore a variety of compelling ways we are now able to gather qualitative data. We will also expand the context to explore ways other phases in the qualitative research lifecycle can be done in more rich and effective ways including participant recruiting, analysis, and accessing project data over time.
Martha leads gravitytank's research team, helping clients understand their unique situations and clearly see new opportunities for growth. She is broadly recognized for her expertise, as evidenced by her role as co-chair of EPIC (Ethnographic Praxis in Industry Conference) in Copenhagen in 2008, and in Chicago in 2009. EPIC is a global conference dedicated to furthering the practice of ethnographic methods to inform business and design. She joined GT from Herbst Lazar Bell, where she was Vice President of Research & Strategy and led programs across a variety of strategic and tactical levels. Previous to HLB, Martha was Ethnographic Research practice lead at Hall & Partners, a brand and communications research firm, as well as Research Director at Sapient Corporation, a technology consulting firm.
Martha began her career at eLab, which is frequently lauded as a pioneer in developing ethnographic research methods in service of business goals. Martha brings a wealth of experience in ethnographic and observational research, focus groups, user interface development, and data collection and analysis. She has been a trusted advisor to an impressive roster of companies that includes General Motors, Nokia, General Mills, Marriott, Microsoft, Unilever, Skype, U. S. Department of Homeland Security, Nextel, SC Johnson Wax, Sara Lee, and Johnson & Johnson.
Martha holds an MA in Performance Studies from Northwestern University and a BA in English from Indiana University, and she currently serves as adjunct faculty at Northwestern University in both the McCormick School of Engineering and Kellogg School of Management. She is the proud author of "Dinner Dates: A Cookbook for Couples Cooking Together" (Harper Collins, 1999), and even prouder mother to 2 busy kids, aged 8 and 5.