Creativity and le...
Follow
Find tag "persona"
4.1K views | +1 today
Creativity and learning
A bubble-and-squeak dish of elearning, creativity, innovation and design education
Curated by Clive Hilton
Your new post is loading...
Your new post is loading...
Scooped by Clive Hilton
Scoop.it!

I’m Not Your Consumer: How Research Misses The Human Behind The Demographic

I’m Not Your Consumer: How Research Misses The Human Behind The Demographic | Creativity and learning | Scoop.it

The brain is designed to hide most of our intentions and promote self-confidence, an adaptive function that improves lives and prevents information overload. So we invent stories and believe our lies and confabulations. Social science experiments reveal that we are inherently self-righteous and consistently overrate our knowledge, autonomy, and abilities. We say advertising doesn’t influence us even though sales say otherwise. And we maintain these self-serving delusions when wired to a lie detector, which means we are lying to ourselves and not intentionally to the experimenters!

 

But marketers cling to these false convictions and post-hoc rationalizations in large-scale quantitative studies that test and track “awareness,” “topline” reports that skim the surface because they ignore real motives that lay hidden in the depths of our “unawareness.”

Clive Hilton's insight:

Stimulating and cogently argued case for being sceptical about much of the prevailing marketing methodology that surrounds efforts to gain an insight into the mind of 'the consumer'. Whoever that is.

more...
No comment yet.
Scooped by Clive Hilton
Scoop.it!

Stop Designing for “Users” | ThoughtWorks Studios

Stop Designing for “Users” | ThoughtWorks Studios | Creativity and learning | Scoop.it

Most products support activities underpinned by collaboration and sharing. Designing for individuals may actually be harmful because these activities reflect ongoing transformations of artifacts, individuals, and social interactions. Focusing on individuals might improve things for one person at the cost of others. As Donald Norman says in Human-Centered Design Considered Harmful:

The more something is tailored for the particular likes, dislikes, skills, and needs of a particular target population, the less likely it will be appropriate for others.

Clive Hilton's insight:

Interesting and actually not that contentious when one gets to the heart of the argument. The message is to design for the activity, not the individual.

more...
No comment yet.