What is good design to a demographic that prioritizes experiences over stuff?
Qualitative research study using generative exercises to access latent knowledge (i.e things that people know on a deep level but cannot or will not say in a traditional interview format) of the participants.
American Millennials (23 - 38 years)
Diverse group - Americans / Latin Americans / Asian Americans
Having their own space / room
People that value experiences over stuff - understand through screening survey
2 Expert interviewees
Primary research tools
Purpose of secondary research along with primary research was to gain a better understanding of the subject. It was also useful to support and frame primary research in context by providing a lot of vocabulary in the research area.
Insights / opportunities
People experience experiences just to be able to share them
Creating new, innovative, “limited-edition” experiences / Experiences as “collectibles” (ex: pop-up museums)
Capturing is becoming more important than living in the moment
Unobtrusive ways of capturing and sharing experiences (no screens / automated systems etc) / Ways to bridge virtual and real-time sharing and connecting
Brands would have to re-think their products and services as the trend of non-ownership continues
Identifying products that would shift from assets to tools (experiences) / what will people stop owning? / Limited-time owning or services fulfilling aspirations
Increasing importance of investing time smartly - consuming more knowledge in limited time
Opportunity to create new platforms and means of learning / consuming knowledge / connecting aspiring amateurs to experts
People create their identities through certain products
Create products that products that identify with certain personalities / have character - “Product personalities”
Products need to be hide-able / not reveal too much about the owner
Brand-less economy / products; Quiet / invisible / blending products (ex: MUJI)