Tagged: Design

Federico Hernandez-Ruiz

Federico Hernandez-Ruiz

Artist, Photographer, Designer &  Consultant

Identity driven

I am identity passionate, either as a concept, an expression or characteristic shared
by all things. I’m passionate to discover its expressions and find what triggers the best of each.

Driven

I’m driven to amplify strengths instead of repairing weaknesses.

As a designer I approach challenges with a Natural Holistic approach always raised from a specific curiosity moment. I enjoy the ability to collaborate across multi functional boundaries and enroll in multiple team functions with Proactive and Influential leadership.

3 pillars hold my life:

  1. Who Am I
  2. What I’m capable of
  3. For what purpose.

All three come together in my persona, my family, work and community, All together in a mix of activities that interweave with each another.

Commitment

I’m committed with my clients to contribute to their success by discovering their opportunities, either by positive change or by opening new possibilities through novel ideas, always promoting team work in an open culture.

Expertise

My areas of expertise for the last years are in business consulting, as well as in Marketing, Innovation, Trade Marketing and Strategic design ( Brand, branding, packaging and in-store or retail design), working for multi-national companies such as Kimberly-Clark, Heinz, Bimbo, Kellogg, Walmart, Dawn, as well as national ones like: Grupo Pando, La perla, synBios among others. My collaboration is based in Design thinking methodologies covered by an emotional fitness and awareness for constant development. Expert on Brand, branding, packaging and in-store or retail design.

Focus

Specialized in FCG and community development.

Education

Major in Graphic design, courses on Managerial economics, Printing process, Color management, Product development, Innovation, Design Thinking and how to Scale up businesses.

Life

  • By Drawing I have contact with myself
  • By taking Photographs I can sense others
  • By Designing I can be as curious as I can be, resulting in design opportunities that attend and resolve problems.
  • By Consulting I can act and participate on the strategic dialogue, the main place where will, ideas and vision come together for a better being.
  • By having an active community participation, I can share and build with others
  • By having a family, I can share, learn and nurture all. Nothing compares to it.

Consultant Partner at:

asimetagraf   •  A branding and Marketing agency dedicated to promote and enhance products and brands  •  www.asimetagraf.com

Tracción Comercial   •  Consulting to design & enhance commercial processes that lead to more and better sales  •  www.traccioncomercial.com

Links

www.behance.net/fedehndz

www.instagram.com/fedehndz

https://twitter.com/idocare4design

https://mx.linkedin.com/in/federicohernandezruiz

YouTube: ¿Qué significa dar una identidad estratégica a la empresa?

https://youtu.be/16xKwTJFlBk

#idocare4design #fedehndz #asimetagraf #traccioncomercial

 

An incomplete manifesto for growth. Via Bruce Mau

1. Allow events to change you. You have to be willing to grow. Growth is different from something that happens to you. You produce it. You live it. The prerequisites for growth: the openness to experience events and the willingness to be changed by them.

2. Forget about good. Good is a known quantity. Good is what we all agree on. Growth is not necessarily good. Growth is an exploration of unlit recesses that may or may not yield to our research. As long as you stick to good you’ll never have real growth.

3. Process is more important than outcome. When the outcome drives the process we will only ever go to where we’ve already been. If process drives outcome we may not know where we’re going, but we will know we want to be there.

4. Love your experiments (as you would an ugly child). Joy is the engine of growth. Exploit the liberty in casting your work as

beautiful experiments, iterations, attempts, trials, and errors. Take the long view and allow yourself the fun of failure every day.

5. Go deep. The deeper you go the more likely you will discover something of value.

6. Capture accidents. The wrong answer is the right answer in search of a different question. Collect wrong answers as part of the process. Ask different questions.

7. Study. A studio is a place of study. Use the necessity of production as an excuse to study. Everyone will benefit.

8. Drift. Allow yourself to wander aimlessly. Explore adjacencies. Lack judgment. Postpone criticism.

9. Begin anywhere. John Cage tells us that not knowing where to begin is a common form of paralysis. His advice: begin anywhere.

10. Everyone is a leader. Growth happens. Whenever it does, allow it to emerge. Learn to follow when it makes sense. Let anyone lead.

11. Harvest ideas. Edit applications. Ideas need a dynamic, fluid, generous environment to sustain life. Applications, on the other hand, benefit from critical rigor. Produce a high ratio of ideas to applications.

12. Keep moving. The market and its operations have a tendency to reinforce success. Resist it. Allow failure and migration to be part of your

practice.

13. Slow down. Desynchronize from standard time frames and surprising opportunities may present themselves.

14. Don’t be cool. Cool is conservative fear dressed in black. Free yourself from limits of this sort.

15. Ask stupid questions. Growth is fueled by desire and innocence. Assess the answer, not the question. Imagine learning throughout your life at the rate of an infant.

16. Collaborate. The space between people working together is filled with conflict, friction, strife, exhilaration, delight, and vast creative potential.

17. ——————————. Intentionally left blank. Allow space for the ideas you haven’t had yet, and for the ideas of others.

18. Stay up late. Strange things happen when you’ve gone too far, been up too long, worked too hard, and you’re separated from the rest of the world.

19. Work the metaphor. Every object has the capacity to stand for something other than what is apparent. Work on what it stands for.

20. Be careful to take risks. Time is genetic. Today is the child of yesterday and the parent of tomorrow. The work you produce today will create your future.

21. Repeat yourself. If you like it, do it again. If you don’t like it, do it again.

22. Make your own tools. Hybridize your tools in order to build unique things. Even simple tools that are your own can yield entirely new avenues of exploration. Remember, tools amplify our capacities, so even a small tool can make a big difference.

23. Stand on someone’s shoulders. You can travel farther carried on the accomplishments of those who came before you. And the view is so much better.

24. Avoid software. The problem with software is that everyone has it.

25. Don’t clean your desk. You might find something in the morning that you can’t see tonight.

26. Don’t enter awards competitions. Just don’t. It’s not good for you.

27. Read only left-hand pages. Marshall McLuhan did this. By decreasing the amount of information, we leave room for what he called our “noodle.”

28. Make new words. Expand the lexicon. The new conditions demand a new way of thinking. The thinking demands new forms of expression. The expression generates new conditions.

29. Think with your mind. Forget technology. Creativity is not device-dependent.

30. Organization = Liberty. Real innovation in design, or any other field, happens in context. That context is usually some form of cooperatively managed enterprise. Frank Gehry, for instance, is only able to realize Bilbao because his studio can deliver it on budget. The myth of a split between “creatives” and “suits” is what Leonard Cohen calls a ‘charming artifact of the past.’

31. Don’t borrow money. Once again, Frank Gehry’s advice. By maintaining financial control, we maintain creative control. It’s not exactly rocket science, but it’s surprising how hard it is to maintain this discipline, and how many have failed.

32. Listen carefully. Every collaborator who enters our orbit brings with him or her a world more strange and complex than any we could ever hope to imagine. By listening to the details and the subtlety of their needs, desires, or ambitions, we fold their world onto our own. Neither party will ever be the same.

33. Take field trips. The bandwidth of the world is greater than that of your TV set, or the Internet, or even a totally immersive, interactive, dynamically rendered, object-oriented, real-time, computer graphic– simulated environment.

34. Make mistakes faster. This isn’t my idea — I borrowed it. I think it belongs to Andy Grove.

35. Imitate. Don’t be shy about it. Try to get as close as you can. You’ll never get all the way, and the separation might be truly remarkable. We have only to look to Richard Hamilton and his version of Marcel Duchamp’s large glass to see how rich, discredited, and underused imitation is as a technique.

36. Scat. When you forget the words, do what Ella did: make up something else … but not words.

37. Break it, stretch it, bend it, crush it, crack it, fold it.

38. Explore the other edge. Great liberty exists when we avoid trying to run with the technological pack. We can’t find the leading edge because it’s trampled underfoot. Try using old-tech equipment made obsolete by an economic cycle but still rich with potential.

39. Coffee breaks, cab rides, green rooms. Real growth often happens outside of where we intend it to, in the interstitial spaces — what Dr. Seuss calls “the waiting place.” Hans Ulrich Obrist once organized a science and art conference with all of the infrastructure of a conference — the parties, chats, lunches, airport arrivals — but with no actual conference. Apparently it was hugely successful and spawned many ongoing collaborations.

40. Avoid fields. Jump fences. Disciplinary boundaries and regulatory regimes are attempts to control the wilding of creative life. They are often understandable efforts to order what are manifold, complex, evolutionary processes. Our job is to jump the fences and cross the fields.

41. Laugh. People visiting the studio often comment on how much we laugh. Since I’ve become aware of this, I use it as a barometer of how comfortably we are expressing ourselves.

42. Remember. Growth is only possible as a product of history. Without memory, innovation is merely novelty. History gives growth a direction. But a memory is never perfect. Every memory is a degraded or composite image of a previous moment or event. That’s what makes us aware of its quality as a past and not a present. It means that every memory is new, a partial construct different from its source, and, as such, a potential for growth itself.

43. Power to the people. Play can only happen when people feel they have control over their lives. We can’t be free agents if we’re not free.

Heres’s the link to the one of the sources with the PDF published. http://umcf.umn.edu/events/past/04nov-manifesto.pdf

First Things First Manifesto 2000. Via Emigre

Various authors

This manifesto was first published in 1999 in Emigre 51.
We, the undersigned, are graphic designers, art directors and visual communicators who have been raised in a world in which the techniques and apparatus of advertising have persistently been presented to us as the most lucrative, effective and desirable use of our talents. Many design teachers and mentors promote this belief; the market rewards it; a tide of books and publications reinforces it.
Encouraged in this direction, designers then apply their skill and imagination to sell dog biscuits, designer coffee, diamonds, detergents, hair gel, cigarettes, credit cards, sneakers, butt toners, light beer and heavy-duty recreational vehicles. Commercial work has always paid the bills, but many graphic designers have now let it become, in large measure, what graphic designers do. This, in turn, is how the world perceives design. The profession’s time and energy is used up manufacturing demand for things that are inessential at best.
Many of us have grown increasingly uncomfortable with this view of design. Designers who devote their efforts primarily to advertising, marketing and brand development are supporting, and implicitly endorsing, a mental environment so saturated with commercial messages that it is changing the very way citizen-consumers speak, think, feel, respond and interact. To some extent we are all helping draft a reductive and immeasurably harmful code of public discourse.
There are pursuits more worthy of our problem-solving skills. Unprecedented environmental, social and cultural crises demand our attention. Many cultural interventions, social marketing campaigns, books, magazines, exhibitions, educational tools, television programs, films, charitable causes and other information design projects urgently require our expertise and help.
We propose a reversal of priorities in favor of more useful, lasting and democratic forms of communication – a mindshift away from product marketing and toward the exploration and production of a new kind of meaning. The scope of debate is shrinking; it must expand. Consumerism is running uncontested; it must be challenged by other perspectives expressed, in part, through the visual languages and resources of design.
In 1964, 22 visual communicators signed the original call for our skills to be put to worthwhile use. With the explosive growth of global commercial culture, their message has only grown more urgent. Today, we renew their manifesto in expectation that no more decades will pass before it is taken to heart.
Jonathan Barnbrook
Nick Bell
Andrew Blauvelt
Hans Bockting
Irma Boom
Sheila Levrant de Bretteville
Max Bruinsma
Sian Cook
Linda van Deursen
Chris Dixon
William Drenttel
Gert Dumbar
Simon Esterson
Vince Frost
Ken Garland
Milton Glaser
Jessica Helfand
Steven Heller
Andrew Howard
Tibor Kalman
Jeffery Keedy
Zuzana Licko
Ellen Lupton
Katherine McCoy
Armand Mevis
J. Abbott Miller
Rick Poynor
Lucienne Roberts
Erik Spiekermann
Jan van Toorn
Teal Triggs
Rudy VanderLans
Bob Wilkinson

I may add myself to this. Federico Hernandez-Ruiz

Here’s the link to the original post: http://www.emigre.com/Editorial.php?sect=1&id=14

And a copy of the 164 manifesto written by Ken Garland along with 20 other artists.

http://www.designishistory.com/1960/first-things-first/

Imagen

FDA Proposes Most Significant Update to Nutrition Facts Labeling in 20 Year

FDA Proposes Most Significant Update to Nutrition Facts Labeling in 20 Year

The nutrition facts label as you know it will likely be changing soon, thanks to significant changes supported by the Obama administration:

“Our guiding principle here is very simple: that you as a parent and a consumer should be able to walk into your local grocery store, pick up an item off the shelf, and be able to tell whether it’s good for your family. So this is a big deal, and it’s going to make a big difference for families all across this country.”

– First Lady Michelle Obama

“The U.S. Food and Drug Administration today proposed to update the Nutrition Facts label for packaged foods to reflect the latest scientific information, including the link between diet and chronic diseases such as obesity and heart disease. The proposed label also would replace out-of-date serving sizes to better align with how much people really eat, and it would feature a fresh design to highlight key parts of the label such as calories and serving sizes.”

– FDA Announcement

 
 

“For 20 years consumers have come to rely on the iconic nutrition label to help them make healthier food choices. To remain relevant, the FDA’s newly proposed Nutrition Facts label incorporates the latest in nutrition science as more has been learned about the connection between what we eat and the development of serious chronic diseases impacting millions of Americans.”

— FDA Commissioner Margaret A. Hamburg, M.D.
NutritionLabels-01.png
NutritionLabels-02.png

Some of the changes to the label the FDA proposed today would:

  • Require information about the amount of “added sugars” in a food product. The 2010 Dietary Guidelines for Americans states that intake of added sugar is too high in the U.S. population and should be reduced. The FDA proposes to include “added sugars” on the label to help consumers know how much sugar has been added to the product.
  • Update serving size requirements to reflect the amounts people currently eat. What and how much people eat and drink has changed since the serving sizes were first put in place in 1994. By law, serving sizes must be based on what people actually eat, not on what people “should” be eating. Present calorie and nutrition information for the whole package of certain food products that could be consumed in one sitting.
  • Present “dual column” labels to indicate both “per serving” and “per package” calorie and nutrition information for larger packages that could be consumed in one sitting or multiple sittings.
  • Require the declaration of potassium and vitamin D, nutrients that some in the U.S. population are not getting enough of, which puts them at higher risk for chronic disease. Vitamin D is important for its role in bone health. Potassium is beneficial in lowering blood pressure. Vitamins A and C would no longer be required on the label, though manufacturers could declare them voluntarily.
  • Revise the Daily Values for a variety of nutrients such as sodium, dietary fiber and Vitamin D. Daily Values are used to calculate the Percent Daily Value on the label, which helps consumers understand the nutrition information in the context of a total daily diet.
  • While continuing to require “Total Fat,” “Saturated Fat,” and “TransFat” on the label, “Calories from Fat” would be removed because research shows the type of fat is more important than the amount.
  • Refresh the format to emphasize certain elements, such as calories, serving sizes and Percent Daily Value, which are important in addressing current public health problems like obesity and heart disease.

“The proposed updates reflect new dietary recommendations, consensus reports, and national survey data, such as the 2010 Dietary Guidelines for Americans, nutrient intake recommendations from the Institute of Medicine, and intake data from the National Health and Nutrition Examination Survey (NHANES). The FDA also considered extensive input and comments from a wide range of stakeholders.”

“By revamping the Nutrition Facts label, FDA wants to make it easier than ever for consumers to make better informed food choices that will support a healthy diet. To help address obesity, one of the most important public health problems facing our country, the proposed label would drive attention to calories and serving sizes.”

— Michael R. Taylor, the FDA’s deputy commissioner for foods and veterinary medicine

“The Nutrition Facts label has been required on food packages for 20 years, helping consumers better understand the nutritional value of foods so they can make healthy choices for themselves and their families. The label has not changed significantly since 2006 when information on trans fat had to be declared on the label, prompting manufacturers to reduce partially hydrogenated oils, the main source oftrans fat, in many of their products.

The changes proposed today affect all packaged foods except certain meat, poultry and processed egg products, which are regulated by the U.S. Department of Agriculture’s Food Safety and Inspection Service.

The FDA is also proposing to make corresponding updates to the Supplement Facts label on dietary supplements where applicable.

The agency is accepting public comment on the proposed changes for 90 days.”

Via: http://www.thedieline.com/blog/2014/2/27/fda-proposes-most-significant-update-to-nutrition-facts-labeling-in-20-years?utm_source=The+Wrap&utm_campaign=586a3a2c8e-The_Wrap_Weekly_03_03_14&utm_medium=email&utm_term=0_f0d332d430-586a3a2c8e-230013793

To Lure Customers, Appeal To All 5 Of Their Senses Via: Stuart Leslie @ fastcodesign

STUART LESLIE, PRESIDENT AND FOUNDER OF 4SIGHT INC, OFFERS SIX TIPS FOR PACKAGING YOUR PRODUCT AND CAPTURING CONSUMER ATTENTION.

WRITTEN BY Stuart Leslie

We know that consumer purchase decisions are often made quickly and subconsciously, but there are opportunities where it’s possible to influence a consumer’s perception of a brand. People often make buying decisions by using all five of their senses and once product designers discover what each of these sensory influencers are, they can develop packaging that strategically speaks to consumers at each stage of the decision-making process. It’s ultimately about designing a complete experience–one that supports the brand every step of the way.

At my company, we developed the 4sight Sensory Lab, pictured above, to uncover these answers. Here, for example, cold beverage drinkers known to prefer their drinks not simply cold, but chilled to the perfect temperature, are taken through a progression of exercises that mimics the various points of contact that consumers have with a product.

We identify which bottle shape, size, color, material, and texture promises that sense of cold refreshment at first glance. As the test subjects move closer, details such as condensation and frost become evident and when they are handed several bottles, each chilled to the exact same temperature–but made of different materials, textures, shapes and finishes–they provide feedback on which one feels like just the right cold.

In the Sensory Lab, our process helps us ensure that at each stage of interaction with a brand, consumers receive the right information, enabling them to see, feel, hear, smell, and taste the value of the product. Here, we’ve identified the six stages that lead to a first purchase or a repeat purchase:

THE FIRST GLANCE

Image: Pom Wonderful via Flickr user Fruitnet.com

This is the first impression at a distance, seeing the product in someone else’s hand, on the shelf, or across the room. It’s the first visual promise of what a product will do for your senses. For Pom 100% Pomegranate Juice, the distinctive profile of the bottle featuring those fully rounded spheres, allows the distinct dark red color of the juice to catch the attention of a shopper. It promises a bold, robust taste. A new entry into the tequila segment, SX Tequila chose a distinctive, curvaceous bottle with smooth lines and frosted texture to communicate the sense of a smooth-tasting, chilled beverage.

THE INSPECTION

Here, consumers take a closer look and this is where details begin to hint at tactile sensations. Flowing details etched into the structure of the Aquafina water bottle strongly suggest the refreshment that the product provides.

Image: Flickr user Sheep R Us[/caption]

Orangina, meanwhile, promises its fresh orange flavor through a dimpled finish on the bottle that suggests you are consuming straight from an actual orange.

THE PHYSICAL INTERACTION

Next, consumers make that first physical contact and combine the visual with the tactile experience. When grasped, the gentle curvature of the Febreze bottle and the angled spray head convey the soft and pleasant aroma that will fill the air. The smooth, diagonal neck on the new Miller Lite Bottle promises a refreshing flow of beer while the bold taper from the neck to the body provides a strong and confident grip for the hand. Adding the texture of the hops etched in the glass provides further engagement.

THE OPENING

When the consumer makes a physical step towards consumption or use of the product, there’s another opportunity to solidify your brand’s perception. When the foil cover is peeled off of a can of San Pellegrino, it offers the sensation of actually peeling fruit. It also incorporates a crinkling sound, which adds to the sensory experience at opening.

CONSUMPTION OR USAGE

The point at which the product is consumed or used and here, all five senses can be at play.

A smooth metal tip on Clinique’s Even Better Eyes product provides a refreshing and reviving cold sensation on the skin. For Gerber Good Start, the designated scoop holder on the side of the container provides for a clean usage experience and preserves the product for future consumption, as fingers do not contaminate the powder.

THE COMPLETION

There’s another opportunity to create a pleasant user experience when the product is disposed of or put away for later use. Wrigley 5 Gum incorporates a lock feature and embossed details to convey a secure and clean resealable pack. The Oreo cookie package also utilizes the sense of sight with a resealable film to promise lasting freshness. Once the film is replaced after each usage, it recreates the look of a fresh, unopened package.

In The Sensory Lab, we’ve gleaned significant insight into how the five senses influence consumer decision-making at six pivotal points. Incorporating a similar approach in your design process will help insure your package effectively communicates key brand attributes at each and every point of influence.

[Image: Shopping via Shutterstock]

Here is the link to the original article: http://www.fastcodesign.com/3024657/6-tips-for-making-a-powerful-first-impression?partner=newsletter

The Future Of Branding Is Creating Real Connections Between Consumers And Products. Via: fastcoexist

It’s not about selling, it’s about giving control to the people.

WRITTEN BY Rita J. King

The future of branding belongs to storytellers who understand the hero’s journey in the context of modern, mobile life. The hero’s journey is a storytelling structure pervasive across cultures. It starts with a call to adventure, requires that the hero be connected to others, including a mentor. The hero will face extremely difficult challenges along the way. The hero ultimately wins and returns home, armed with new knowledge about herself, other people and the world.

Does your brand inspire people to respond to the call for adventure, whether through providing information, tools or a catalyst? Does it help them overcome the obstacles they will face on the path, either by making sure they have nourishment, transportation, tools, information or access to other people? Does it provide guidance, support, or a framework in which the story of the process, with all its ups and downs, can be documented and shared in real time? If your brand doesn’t serve any of the segments in the hero’s journey, you’re right to be concerned about the future.

Not the future of branding. Image: Flickr user Sarah Gilbert

Cecelia Wogan-Silva, the director of creative agency development at Google is tasked with growing brand advertising through Google’s platform. She accomplishes this, in large part, by inspiring thoughtful collaboration with intriguing insights and co-ideating with creative agencies at the beginning of the process instead of jumping in when distribution is the last bit of conversation left.

“We’d rather work on a cool idea together,” she said. “We try not to be product focused. Instead, we’re problem-focused. Working up a solution that’s only inclusive of what we do at Google is like dropping feta cheese off at the door of someone who doesn’t know they’re sitting on an entire Greek salad. We help them manifest the big idea that brings the salad together. We are in the business of sales but we don’t start with a pitch. we start with a conversation. We try to develop story engines. We ask: What story are you trying to tell? We want to launch a thousand ships together.”

The perceived need to master emerging technologies and engineer a viral video dominates much of the conversation in the world of branding. Clients want measurable proof of eyeballs on the screen, and creatives struggle with the expectation that they’ll be able to engineer a hit. But what is a hit? The trend toward the mean-spirited shock video filled with actors faking real-time reactions to disgusting pranks is the result of the mistaken belief that eyeballs equal success. This mentality is largely a relic of the measurement of success in television advertising, which isn’t surprising. The history of the advertising industry, Wogan-Silva said, is a string of attempts to reincarnate what came before in a new medium.

“The poster in the window got smaller as a print ad,” she said. “But it was just like the poster in the window. Then print ads got read on the radio. Then the concept transported itself to TV in the beginning with still pictures added to what were essentially radio spots. In each instance, advertisers didn’t take advantage to the fullest of the new medium. Our habit is to stick to legacy. Radio was a new technology. So was TV. The exponential release of new technology doesn’t change the need for percolation in the creative process.”

“There’s this automatic inclination to believe that new technology is creativity’s silver bullet. But invention of technology is different than innovative use of existing things. Great TV wasn’t born from the new platform from the get go. But the stories got better, the use of bookends in commercial buying was a new variation that came from careful, deeper consideration for what could be done with this amazing medium.

“The same is true for using digital platforms. Brand marketers waiting for the latest product to be the first to use it might miss the chance to do something extraordinary with what we already have before us. Something extraordinary is usually something that touches consumers and tells a story, it’s not just technology alone that builds a brand.”

Wogan-Silva believes that the concept of being a slave to the latest technology fad or ad unit will become a thing of the past.

“Instead, there’s value exchange brought to you by a brand,” she said. “What does that look like? Uber.” Google is an investor in Uber, an “app that connects you with a driver at the touch of a button.” Transportation is a natural part of your life experience, Wogan-Silva said. Brands that are focused on getting us places and connecting us to others, essentially offering sustenance, transportation and intelligence, are the brands of the future. Uber is welcomed, rather than invasive. “My sense of what a brand can do for me doesn’t come in the form of what it promises, but what it delivers to me. Uber sits on my body, on my mobile phone. Location speaks the language of intimacy.”

Intimacy will come in many forms in the future. Not only will objects be connected to each other, but they will be connected to you. Businesses will know more about you, your habits, the bits of data that together compose the very shape and texture of your life. All of this will be connected through objects on us and even in us, as well as in the cloud, that nebulous concept that is becoming more tangible all the time.

Drew Ormrod, Ogilvy’s Worldwide Account Director for IBM Midmarket, which serves small and mid-sized companies. Science House, where I’m the EVP for Business Development, is collaborating with IBM on a project that Ormrod manages from the Ogilvy side. In recent years, he has seen the evolution of consumer values head toward a greater need for trust and transparency.

“Customers want to buy what they need and not a bit more,” Ormrod said. “Also, they want to understand what they’re buying. As consumers develop a taste for the new from freshly-hatched web companies without excess baggage, established brands are turning toward a new model for innovation, often called Labs. Smaller, more agile and often beyond the usual rules of a company, Labs are expected to drive innovation to market from within a traditional company to allow them to compete with new brands. The new consumer is better connected, forms opinions faster and has a better understanding of how systems work.” This new knowledge can come paired with distrust toward traditional brands in favor of those born on the web.

“It’s a matter of putting the customer in control,” Ormrod said. “The future is built on more intelligent connections. Mobile is going to play a huge role. It adds value by connecting our virtual experience to our real experience.”

What does that mean, exactly? It means that brands like Zappos and Seamless, Airbnb, Kickstarter, and others are enabling the digital, mobile realm to serve as a portal into increased real-life access to goods, services, and new experiences. It also means that data is enabling companies to tailor those experiences to customers in real time, right where they are in the physical world.

The brand isn’t the hero, it is an enabler of the journey the customer is on. That requires a lot of listening, in order to understand the challenges each customer faces, and customization, in order to meet those needs. Ultimately, it requires the delivery of simplicity in an increasingly complex world. When the hero does get home after battling the forces of nature and humanity, she might want Uber to get her there and Seamless to deliver tacos right away. Adventure is hard work.

[Image via Shutterstock]

Deductive Versus Inductive By Gigi DeVault

Know When to Use Top-Down and When to Use Bottom-Up Approaches

Market research is grounded in the branch of philosophy known as logic. Two logical reasoning approaches are basic to research design. These approaches are known as deduction and induction.

Deductive Research

Deductive reasoning is a top-down approach that works from thegeneral to the specific. In empirical research, that means that a market researcher begins a study by considering theories that have been developed in conjunction with a topic of interest. This approach lets a market researcher think about research that has been already been conducted and develop an idea about extending or adding to that theoretical foundation. From the topical idea, the market researcher works to develop an hypothesis. This new hypothesis will be tested by the market researcher in the process of conducting a new study. Specific data that has been collected and analyzed in the new study will form the basis of the test of the hypothesis. The specific data will either confirm the hypothesis, or it will not. [It is important to note that an hypothesis that is not confirmed has not been proven false.]

Deductive Research Steps

 

  • GENERAL – Literature Search & Theories
  • Topic of Interest
  • Theory-related Idea
  • Hypothesis
  • Data Collection
  • Data Analysis & Hypothesis Testing
  • Confirm the Hypothesis or Not
  • Disseminate Findings

 

Inductive Research

Inductive reasoning is a bottom-up approach that moves from the specific to the general. In this case, specific refers to an observation made by the market researcher that eventually leads to broad generalization and theory. [It might be important to note – for discussions with colleagues or in public – that the term is bottom-up and not bottoms-up. Bottoms-up is a sort of toast for drinking, something that may seem entirely appropriate once the research study is completed.]

An inductive research methods approach begins with specific observations made by a market researcher who begins a study with an idea or a topic of interest, just as in a deductive approach to research. However, in an inductive approach, the researcher does not consider related theories until much further along into the research. From the observations or measures that the market researcher conducts – generally in the field and not in a laboratory setting – clusters of data or patterns begin to emerge. From these regularities or patterns, the market researcher generates themes that come analysis of the data.

Inductive Research Steps

 

  • SPECIFIC – Observations & Measures
  • Topic of Interest
  • Data Collection
  • Data Clusters or Patterns
  • Data Analysis
  • Themes Emerge
  • Generalizations
  • Disseminate Findings

 

Quantitative Research and the Hypothesis

If the market researcher is conducting quantitative research, at this point, theories can be considered. However, if the market researcher is conducting qualitative research, then the formal hypothesis testing does not take place. Rather, the market researcher may formgeneralizations based on the strength of the data and themes that have emerged.

Data collection and data analysis in qualitative research is iterative. That is to say, it data collection doesn’t happen all at once and then — as though the market researcher has thrown a switch — data analysis begins. Rather, some data is collected, which is considered by the researcher, and then some more data is collected and considered, and so on. At a certain point, when sufficient data clusters or patterns have emerged, the market researcher will decide that thedata collection can slow, stop, or change direction.

Data collection and data analysis in quantitative research are distinct stages. To mingle data collection and data analysis in the manner of qualitative research would compromise the integrity of the data. Some scientist would say that a lack of boundaries in the data collection and data analysis processes causes the data to become contaminated and the research to lack rigor. Findings from such compromised research would not be viewed as robust.

Causal Inquiry, Exploratory Inquiry, and Everything In-Between

Bottom-up research methods feel more unstructured, but they are no less scientific than structured top-down research methods. Because each type of research approach has its own advantages and disadvantages, it is not uncommon for a study to employ mixed methods. A market researcher who uses mixed methods applies a deductive research approach to the components of the study that shows strong theoretical ties. Alternately, an inductive research approach is applied to the components of the study that seem to require a more exploratory inquiry.

Its a misrepresentation to form a mental picture of deductive approaches and inductive approaches as two sides of the same coin. In practice, they are two ends of a continuum. Deductive research is associated with linearity and a search for causal relationships. Inductive research is associated with depth of inquiry and descriptions about phenomena. Mixed methods can be placed at about mid-point on that continuum with an emphasis on research breadth.

This article contains a much simplified explanation about the different types of deduction and inquiry. There are many layers to market research. The content in this article just begins to scratch the surface. For instance, if we consider the philosophical grounding of deductive and inductive reasoning, we might refer to the approaches as positivistic and naturalistic.

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Link to original article: http://marketresearch.about.com/od/market-research-quantitative/a/Market-Research-Deductive-Versus-Inductive.htm