Presentation using a why/how/what (Sinek, 2009) approach to underscore the importance of design research within a specialized segment. Reference: Sinek, S. (2009, September 16). Simon Sinek: How great leaders inspire action [video file]. Retrieved from http://www.ted.com/talks/ simon_sinek_how_great_leaders_inspire_action

1. What
How
Why
What
How
Why
What
How
Why
What
How
Why
What
How
Why
What
How
Why
What
Consumer
Start with the WHY!Research
MarineMarineMarine

2. do you do what you do?
should anyone care?
do you get out of bed?
bother with consumer research?
WHY...WHY...WHY...

3. What We Believe In
Learning more
about customers
Increasing our
awareness of
users’ needs
HOW?
WHY=WHY=WHY=

4. to do it
Get closer to our users!
Learn about their activities!
HOWHOWHOW

5. we can do it
Research
Surveys
Data
Field
Interviews
Observations
HOWHOWHOW

6. Research
Surveys
Data Segments
Field
Interviews
Observations
Activities
Environments
Interactions
Objects
Users
HOWHOWHOW we can do it

7. Research
Surveys
Data Segments
Field
Interviews
Observations
Activities Lakes
Coast
Deep Sea
Cruising
Boats etc...
Electronics
Rods, Reels, Skis & Tubes
Fishing
Water Skiing
Environments
Interactions
Objects
Users
while researching?
while purchasing?
while preparing?
What are our
users doing
while boating?
How well do weHow well do weHow well do we
HOWHOWHOW
really know them?really know them?really know them?
we can do it

9. we do.
we deliver.
we offer.
WHAT...WHAT...WHAT...

10. Proof of What We BelieveWHAT=WHAT=WHAT=
WHY...WHY...WHY...

11. Learning more
about customers
We believe in...
Increasing our
awareness of
users’ needs
WHAT=WHAT=WHAT=Proof of What We Believe

12. Enhance Activities
Delight Users
WHAT=WHAT=WHAT=Proof
Deliver products that...

13. Deliver products that...
Enhance Activities
Delight Users
Learning more
about customers
We believe in... The way we do this...
ConsumerConsumerConsumer
ResearchResearchResearch
HOWHOWHOWWHYWHYWHY WHATWHATWHAT
Increasing our
awareness of
users’ needs

14. Learning more
about customers
We believe in... The way we do this... Deliver products that...
Enhance Activities
Delight Users
The Garmin Experience
Increasing our
awareness of
users’ needs
WHAT=WHAT=WHAT=
Research
Surveys
Data
Field
Interviews
Observations

15. We believe in...
The importance of knowing
who our users are and
what activities they engage
in.
WHYWHYWHY
The Garmin Experience

16. The way we do this...We believe in...
The importance of knowing
who our users are and
what activities they engage
in.
Through research, which
will provide greater insights
and awareness.
WHYWHYWHY HOWHOWHOW
The Garmin Experience

17. Deliver products that...We believe in... The way we do this...
The importance of knowing
who our users are and
what activities they engage
in.
Through research, which
will provide greater insights
and awareness.
Provide a superior
Garmin experience, one
that enhances activities
and delights users.
WHYWHYWHY HOWHOWHOW WHATWHATWHAT
The Garmin Experience

18. We believe in... The way we do this... Deliver products that...
The importance of knowing
who our users are and
what activities they engage
in.
Through research, which
will provide greater insights
and awareness.
Provide a superior
Garmin experience, one
that enhances activities
and delights users.
WHYWHYWHY HOWHOWHOW WHATWHATWHAT
The Garmin Experience

19. Thank You
Reference:
Sinek, S. (2009, September 16). Simon Sinek: How great leaders inspire
action [video file]. Retrieved from http://www.ted.com/talks/
simon_sinek_how_great_leaders_inspire_action