But On The Other Hand

I recently conducted qualitative research focus groups to elicit consumer opinions regarding three prototypes of a potential new product. One client objective was to understand perceived consumer benefits of key product features in each prototype.

I adapted an improv frame called “Inner Voices” into what I now call “But On The Other Hand.”

After I demonstrated a first prototype I asked a respondent to share one quick factual observation regarding the prototype (it’s tall and slender). I then asked other respondents to “translate” what tall and slender meant to them, either positive or negative (I won’t lose it – it’s easy to hold onto – it won’t fit into my pocket – it is too obvious to others). I often had to remind respondents to say “but on the other hand,” so as to elicit both positive and negative reaction. I repeated this with several other factual observations followed by positive and negative “translations” of the feature observation. I followed the same procedure with all three prototypes, charting the responses on flip charts.

After exploring all three prototypes I asked respondents to share some brief stories of what it might be like to use a product which combined, in their opinion, the best features of each prototype.

This improv based approach:

Quickly surfaced key features for each prototype that were important to the respondents

Forced respondents to identify a variety of benefits and liabilities of the key features (sometimes respondents could not easily come up with both positives and negatives – nice finding)

Highlighted some consumer targeted potential benefits not previously identified by the client

Was fun and engaging both for the respondents as well as the clients