Travel the Future – mobile research 2024 - Telekom Innovation Laboratories

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September 23-26, 2014 Ramada Hotel Berlin-Alexanderplatz Organized by #MRMW

Transcript of Travel the Future – mobile research 2024 - Telekom Innovation Laboratories

September 23-26, 2014 Ramada Hotel Berlin-Alexanderplatz

Organized by

#MRMW

Title Sponsor Gold Sponsors

Silver Sponsors

Premier Sponsor Bag Sponsor Workshop Sponsors

MRMW Berlin Sept. 23-26, 2014 #MRMW

Association & Media Partners

Event App Partner

Networking Reception Partner Exhibitor

MRMW Berlin Sept. 23-26, 2014 #MRMW

22.09.2014– Streng vertraulich, Vertraulich, Intern – Autor / Thema der Präsentation 1

Travel The Future - mobile research 2024

Scenario ModellingJuly 2014

INTRODUCTION

UsResearchers

Design Thinking Experts

… and much more

Creation Center& UDIOffices in Berlin

Human centered consulting / innovation

Bridging R&D and business

Supports Deutsche Telekom

We love cross-industry projects

Telekom InnovationLaboratories (T-Labs)Offices in Berlin, Palo Alto, Tel Aviv

Research & Development unit

300 employees

Cooperation with TU & UdK Berlin

Deutsche TelekomOne of the largest telecommunications providers,

260,000 employees, 65bn EUR revenue

active in over 50 countries, owns T-Mobile and T-Systems

Headquarter in Germany,

Core regions are Europe and the US

THE CREATION CENTER

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PLATFORM FOR HUMAN CENTERED INNOVATION

A PHYSICAL SPACE IN BERLIN.

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CREATION CENTER IS DESIGN THINKING PLUS.

DESIGN THINKING

INNOVATION THROUGH THE EYES OF THE USER

SERVICE DESIGN THINKING ELEMENTS

flexibleSpace

modularTools

Interdisciplinarymulti-culturalTeam

USER CENTERED DESIGN THINKING FLOW

• Xxx

NEED FOR A TIME MACHINEIN IDEATION PROCESS

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A time machine is needed for ideation whenever you need a long term vision in order to plan the next steps/ milestones.

Especially for longterm investment decisions you need the time machine.

A time machine is a scenario or multiple scenarios that you use to think through possible future realities.

The scenario helps to find the best strategy for the company/ business.

2016 20172014 2015 2020 20212018 2019 2023 20242022

Current, incremental innovation & short term

planning

Looking into the future, deriving a sustainable long-term target

scenario

WHY WE NEED A TIME MACHINE

TODAY

POSSIBLE PROJECT FLOW

SCENARIO MODELLINGKEY FACTOR DEFINITION

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Generation process of relevant key factors.

subltesublte

obviousobvious

ResearchTechniques

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Four criteria to proof a key factor.

• two extreme values• uncertain in its extreme values• relevant for the specific business• independent from the other key factors

KEY FACTORSFUTURE OF MARKET RESEARCH

A: Mobile Research Techniques

subtle

wearables, implants, tracking, device monitoring

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2smartphones, tablets, self‐ethnography, interviewing... 

obvious

The way how we integrate and implement research technology intopeople‘s life – active/ passive, obvious/ subtle opens new opportunitiesand challenges.

B: Approach

H2H

Human to Human1

2Machine to Machine

M2M

How will market research be conducted? Will it either be human tohuman or machine‐to‐machine? Imagine a world where researchcomputers ask people‘s digital assistants and devices. Machines know alot about human behaviour. But what about empathy, hiden needs, …?

C: Data

Big Data

aggregations, statistics, synthetic data

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2individual, direct, person centric, qualitative 

“Small Data”

The majority of market research data could be either person centric oranonymous or even artificial (synthetic). Both extremes allow differentbusiness models in the field of Big Data & Data Analytics. What are theopportunities for consumers as well as for companies in every extreme?

D: Researcher

consumer

giving feedback, demonstrating

1

2asking questions, 

observing

agency

What is the accepted and most trusted researcher – the user himselfgiving feedback or market research agencies asking questions? What isthe role of agencies in a consumer driven feedback culture? In anagency driven model, how can agencies be the better researchers?

CREATING SCENARIOSVIA KEY FACTOR COMBINATION

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A: Mobile Research Techniques

subtle

1

2

obvious

C: Data

Big Data

1

2

“Small Data”

Creation of explorative scenarios by key factor combination.

Subtle Market Research Techniques like In-App Tracking, Implants, Wearables collect „Small Data“ – person centric, individual….

ScenariosScenariosScenario: Day in a LifeScenariosPersonas and their day-in-a-lifes make future scenariostangible and human.

WORKSHOPTOOLS AND TASKS

22.09.2014– Streng vertraulich, Vertraulich, Intern – Autor / Thema der Präsentation 30

AGENDA

13:30 – 13:50 Welcome, Presentation13:50 – 14:20 Dive into Key Factors (Tags, Headlines)14:20 – 15:00 Scenario Definition (Key Factor combination, Future

Personas, Day in a Life Events of Personas) 15:00 – 15:15 Coffee Break15:15 – 15:45 Time Machine Ideation (Use Scenario & Day-in-a-life to

come up with new Mobile Market Research Ideas, Find Opportunity Fields, write Mini Napkins)

15:45 – 16:15 Presentation16:15 – 16:30 Q&A16:30 End

CONTACT

[email protected] Center

Empathic Research & Ideation Specialist+491709257578

www.creation-center.dewww.facebook.com/CreationCenter

www.unternehmen-idee.de

[email protected] Driven Innovation

Research Associate +491703304041

Title Sponsor Gold Sponsors

Silver Sponsors

Premier Sponsor Bag Sponsor Workshop Sponsors

MRMW Berlin Sept. 23-26, 2014 #MRMW

Association & Media Partners

Event App Partner

Networking Reception Partner Exhibitor

MRMW Berlin Sept. 23-26, 2014 #MRMW

September 23-26, 2014 Ramada Hotel Berlin-Alexanderplatz

Organized by

#MRMW