S05E05: Methods Matter: Create with People, Not for Them | Jennifer Lu (REI)
Description
Jennifer walks the TRIP co-hosts through project design choices her team has made to 'design with people, not for people' that have resulted in actionable insights and successful product and line launches.
Hear how REI uses their 'focused groups' methodology to make participants with similar contexts comfortable in research - and how they use these sessions to in turn making customers more comfortable in (and excited about getting out in) the great outdoors. And they can see the results in their brand tracker to ensure the research is having the impact they intend.
Jennifer also shares an example of understanding the role of gender in sizing and fit. In that case they used 'friendship pairs' to create safe and relaxed environments that allow the team to get authentic insights to inform the design of the new Active Pursuits line.
Check out more info:
- About REI's co-created product collection with Outdoor Afro here
- REI Co-op Active Pursuits here
- Path Ahead Ventures here
And to learn more about 828's cultural empathy work, reach out here
United States
