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Creative Field Insights and Objectives

The document outlines a 5-step process for reframing a creative field: 1. Choose a creative field and interview people from that field including loyal users, experts, extreme users, and former users. 2. Review insights from interviews, comparing irritants, clustering similar ones, and identifying themes. 3. Formulate 3 creative objectives using an "In what ways might we" format to address themes. 4. Generate at least 3 creative ideas for the objectives. 5. The process aims to gain different perspectives on a creative field to identify opportunities for improvement or innovation.

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Carlo Jay Sales
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33 views14 pages

Creative Field Insights and Objectives

The document outlines a 5-step process for reframing a creative field: 1. Choose a creative field and interview people from that field including loyal users, experts, extreme users, and former users. 2. Review insights from interviews, comparing irritants, clustering similar ones, and identifying themes. 3. Formulate 3 creative objectives using an "In what ways might we" format to address themes. 4. Generate at least 3 creative ideas for the objectives. 5. The process aims to gain different perspectives on a creative field to identify opportunities for improvement or innovation.

Uploaded by

Carlo Jay Sales
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd

REFRAMING

Group Name:
Group Members:

Mr. Roque B. Cruz II


Course & Section: Instructor
STEP 1: Choose a creative field:

(Objects, Services, Digital, or Events)


STEP 2: Look for various people to interview. Try to find different kinds of interviewees
1. Loyal Users: People who have been present in your field, using the products or services, for a long time already.

MISSING ANNOYING DISAPPOINTING


(I wish it had this) (I don’t like that they do this…) (Good idea done poorly)
2. Experts and Mavens: These are people who have deep knowledge of the Creative Product. They may have formally
studied the field or have spent a lot of time researching and writing about it.
MISSING ANNOYING DISAPPOINTING
(I wish it had this) (I don’t like that they do this…) (Good idea done poorly)
3. Extreme Users: People who are more immersed in the field than others.

MISSING ANNOYING DISAPPOINTING


(I wish it had this) (I don’t like that they do this…) (Good idea done poorly)
4. Apathetic and Non-users: These people include those who used to patronize the field but stopped doing so.

MISSING ANNOYING DISAPPOINTING


(I wish it had this) (I don’t like that they do this…) (Good idea done poorly)
5. Generate even more insights through the Four Creative Personas:

a) The Analyst
b) The Implementor
c) The Connector
d) The Ideator
a) The Analyst
MISSING ANNOYING DISAPPOINTING
(I wish it had this) (I don’t like that they do this…) (Good idea done poorly)
b) The Implementor
MISSING ANNOYING DISAPPOINTING
(I wish it had this) (I don’t like that they do this…) (Good idea done poorly)
c) The Connector
MISSING ANNOYING DISAPPOINTING
(I wish it had this) (I don’t like that they do this…) (Good idea done poorly)
d) The Ideator
MISSING ANNOYING DISAPPOINTING
(I wish it had this) (I don’t like that they do this…) (Good idea done poorly)
STEP 3: Review your insights and process them by:
￭ Comparing and contrasting irritants.
￭ Clustering similar irritants together.
￭ Finding overall themes.
CLUSTER 1 CLUSTER 2 CLUSTER 3

THEME THEME THEME


STEP 4: Generate three Creative Objectives. Follow the IWWM format

CREATIVE OBJECTIVES
In what ways might we…

In what ways might we…

In what ways might we…


STEP 5: Generate at least three CREATIVE ideas for any or all of your Creative Objectives.

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