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1: Tenets of human-centered thinking
9 Lessons -
3: Strategy development framework
11 Lessons -
4: Initial hypothesis formation
14 Lessons-
Start4.1: Recap
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Start4.2: Importance of diagnosis
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Start4.3: Hypothesis-experiment-feedback
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Start4.4: Formulating hypothesis – Whom to meet
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Start4.5: What to enquire
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Start4.6: How to do it
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Start4.7: Understanding macro trends
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Start4.8: Understanding category dynamics
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Start4.9: Understanding competition and your brand
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Start4.10: DEMO VIDEO
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Start4.11: Formation of initial hypothesis
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Start4.12: Keep an open mind
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Start4.13: Assignment
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Start4.14: Explore more
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7: Research inquiry
14 Lessons-
Start7.1: Overall areas of investigation
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Start7.2: Life context
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Start7.3: Relationship with category
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Start7.4: Example: Story of Edwin
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Start7.5: Purchase process – Trigger
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Start7.6: Consider-search
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Start7.7: Choose/buy/experience
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Start7.8: Compromises
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Start7.9: Purchase process for communication
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Start7.10: Brand values
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Start7.11: Concept testing
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Start7.12: Quiz
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Start7.13: Assignment
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Start7.14: Explore More
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9: Analysis - Synthesis
16 Lessons-
Start9.1: Recap
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Start9.2: Spontaneous data capture
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Start9.3: Variables for clustering data
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Start9.4: Organizing data
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Start9.5: Looking for themes
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Start9.6: Forming connections
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Start9.7: Seek contradictions
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Start9.8: Build narrative
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Start9.9: Search for patterns
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Start9.10: Inquiring co-incidences
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Start9.11: Alignment formation
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Start9.12: Creative insights
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Start9.13: Cautions
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Start9.14: Quiz
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Start9.15: Assignment
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Start9.15: Explore More
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