About the research
Our intensive co-creation journey was joined by 35 researchers from 22 countries. Throughout the crisis, they interviewed, observed and documented men and women, adults and young people, unemployed and self-employed, in urban and in rural eco- systems. Through this exploration, we have built the knowledge infrastructure for the delicate human map that has been unfolded before others.
This map weaved a rich fabric of insights, of behaviors, and of opportunity areas, but most of all, of “brain food”. The research does not cover every topic in depth and does not presume to predict the future. Its purpose is to help brands and people, in general, prepare better for the new future and to discover new opportunities and new paths.
Work
Qualitative Research
Personas
Trend Research
INTRODUCTION
Ate the peack of the Covid-19 crisis, we embarked the #globalhumanresearch project, with a strong desire to understand how the lives of differente peopla from all over the world hve changed in the new reality forced upon them.
Our core belief is that understandin these changes and these patterns is a key to beingable to design new services and new products in the public, business, and social arenas.
We hope that the insights before you, will ignite your curiosity and inspre you with new thoughts about the way we, as individuals, as organizations and as tribes, need to conduct our dialogue with customers, employees and with our partners in life, to design better, healthier future.
Covid-19 has created a new reality in the world for all walks of life. It will force people, governments and organizations (us included) to change, adapt and find new, creative and innovative value propositions and solutions in the immediate and distant future. This is a historical moment and a completely global one. Is isn´t a regional or nationl phenomena but a shared experience across the globe and in every community. We started to think about what can be done transnational and in a human centered approach meaning talk to people, whose life, certainly and scutiry have changed dramatically.
Our main objective was to find out common patterns of human behaviours around the world and move on to building strong groundwork structures to discover new opportunities and new paths.
THAT IS WHY WE CALLED THIS: GLOBAL HUMAN RESEARCH
THE IMPORTANCE OF CONNECTING
With the partnership between Whiteboard Israel & Design Thinkers Group Spain, we collaborate and share experiences, values and insight on our daily work. All our projects share the same aim: understanding the current changes in human lives, and enabling the development of new solutions and initiatives based on a human point of view as a source besides customer data.
Although Global Human Research is a based on human-centered design approach, integrated with the experience of researchers in Israel and Spain, wefound it necessary to gather information from a bigger network. Our next step was connecting with our network of local researchers all around the world and starting to gain more in-depth knowledge of the dynamics in their environments. 33 researchers in 22 countries collaborated in gathering information and creating ideas, ina large-scale joint effort, producing hundreds of files containing observations, insights and media.
After analysing the local eco-systems we entered the second phase: co creation. Realizing patterns, insights and ideas with the aim of building together our final result: The Global Human Research as a reference for the necessary innovation and redesign of strategies products and services that benefit people in a "New normal".
THE GLOBAL HUMAN RESEARCH IS THE STARTING POINT FOR ORGANIZATIONS TO RETHINK THEIR WAYS AND NAVIGATE THE FUTURE.
GLOBALIZING LOCAL DYNAMICS
Throughout the crisis, 33 researchers in 22 coutries interviewed, observed and documented hundreds of men and women, adults and young people, unemployed and self-employed, in urban and rural ecosystems.
SHARING AND IDENTIFYING INSIGHTS
All the information collected was analyzed with a view to the end of the crisis. Identifying new challenges that people face in different areas of life and mapping motives and attitudes, counter-reactions and group activities, along with diverse creative solutions that people found.
CO-CREATING
Working together, partners and contributors, we created a new international multi-cultutal entity that enables us to be present everywhere and to analyse and indetify similarities an differences in behavioral patterns, with and extensive cultural perspective. We also elaborate personas that could identify who we were talking about.
To be more realistic about our findings and patterns we evolved our personas in a real representative people:
WHY DOES THIS MATTER TO YOU?
One of the biggest challenges for a organizations in maintaining their growth and in expanding their brand globally, is the ability to asses unkown market behaviours. Design Thinkers Group Spain and Whiteboard believe that nobody can predict the future, but evaluating the current landscape in-depth and understanding the different human drivers for change, will definitely help us innovate within a more certain framework for a better tomorrow.
The more we connect and explore in-depth with local and global insights, the more we can leverage the power of co-creation for innovation. We are highly experienced in building challenge-cracking global network to design innovative strategies, products and service.
RESULTS
SOME SELECTED INSIGHTS FROM GLOBAL HUMAN RESEARCH
WEAVING LIFE & WORK - Parents work from home have no free time, and are under pressure to keep up the same pace with colleagues, who have no children and have extra and more time to focus on work. The pressure to perform is increased by the fear of eroding of personal status or even of losing their job in the time of financial crisis.
DIGITAL MINGLE - Learing new technologies to mantain family and friends connected has become the rule to stay in contact with those you love. Non-digital people tend to selecte tools that are familiar, are used by close people, or that enable them to be passive as possible in operation ("one click to answer").
VIRTUAL TRIBE CLUB - Finding ways to reinvent the routine has become a priority for many people. Cyberspace offers a road to mentally escape the lockdown and to use time in a way that simulates past physical routines Attending virtual events helped people to maintain their mental balance, something to look foward to and to talk about.
