Boring is Normal….

A couple of weeks ago, in response to a call from a friend who asked me how I am doing…my reply was ‘I am just so bored’. That would have been a normal response had I been doing nothing for days preceding that conversation though in fact things were quite the contrary. My hands were more than full with work…work that I most often enjoy doing…except at that time it did not seem terribly interesting. Her response…

Do you think we are all a little too bored…too often these days? Whenever I talk to any of my friends, boredom somehow crops up in every conversation

We spoke at length about boredom that day…

When I was in my teens 7 up had a TVC on air featuring Fido Dido (with his spiked hair and triangular head ) stood for all that was ‘cool’ when he proclaimed…’normal is boring’…a value that kids identified with those days. Not that the teens today would find normal any less boring - though the converse of this statement has become so true of their lives too.

Is ‘being bored’ reflective of times we live in. There was relatively less restlessness and more contentment amongst people of an older generation. Are we as a generation constantly craving excitement, thrill, adventure or all the rush that comes up with new experiences? My feeling is the more we expose ourselves to exciting stimuli …the shorter is the span of excitement…the quicker the onset of boredom.

So, if ‘engaging in a new activity’ kept me interested for a few months in the past…today it may keep my interest sustained for a few weeks. Perhaps it stems from too much stimuli we are exposed to….a feeling of wanting to do too much…in too little time. My friend labeled it the ‘super human syndrome’ – and talked about how even professionally – we are not content with focusing on one narrow area of work…the more we read about related / peripheral areas the greater is the restlessness to learn and excel at those. One fights to reach the top…and when one has, instead of thinking about & enjoying that feeling of achievement, we fix our attention to the next peak…and the next peak…

If this is a latent feeling amongst people today…then brands / products that keep reinventing themselves will continue to remain exciting.

Rashmi Bansal (editor of JAM – a popular youth magazine in India) cites Mobile phones as an example of a category that has done just that

The mobile phone, has no problem invading ‘other’ territory and annexing it. Going by conventional wisdom, phone companies should have stopped at improving voice clarity and enhancing looks. But they never thought of themselves as merely a phone. Instead of waiting for someone to express the desire for a service called SMS or a camera embedded into a phone, someone just went ahead and invented it. Part of the reason the mobile maintains its cool is the scorching pace the industry has set in terms of innovation….The term ‘mobile’ happens to be associated with a technological device, but ‘mobility’ lies at the core of what it means to be young.

On bathrooms and babycare rooms...Bathroom blogfest 2007

I'm a little late in joining the ladies in the loo this year. The bathroom blog fest which Susan and Stephanie initiated last year, has been on this week. Its about a group of women bloggers around the world writing about how customer experiences can be improved around restrooms.

Last year, since there was not too much i could recall about positive restroom experiences in India, I had written about the restrooms at the Taj Mahal Hotel in Bombay and how those were one of the very few restrooms i had visited where one would not feel like pinching one's nose and running out at the earliest. We have come a long way from those days. For starters as a woman I can actually 'think' of finding a decent restroom in a public place - Malls have made life easier on that front. Airports are being revamped and so are the loos. Its a not unusual anymore to come across restrooms that are not only clean, but also adequate in their
supplies.

Of all the restrooms I've visited in the recent past - there has been one that stands out as the best I have seen here. I found it at a mall in Bombay that has is known for its design that matches international standards. What stood out there was - the wash basin designed for kids. Though this is becoming common in restrooms abroad - it is not something one would spot easily here and certainly reflective of the fact that people have started paying more attention to designing restrooms !

The other thing i came across at this mall - was a bright cheerful place -called the baby care room ! Most places have a small section of the women's restroom dedicated for this purpose though I have often wondered how uncomfortable it would be for women who sit in a busy restroom and attend to their babies. Besides comfortable seating, a baby changing table - this room had toys that older kids could play with and the cushions on the couch were adorable. This space felt like something that was in between what we have seen and know of a typical baby changing areas and the kids play area that one often finds at supermarkets.

On a related note...(though not specific to the Indian context) - I came across a news letter that talked about emerging consumer typologies....one of which they labeled 'denim dads' and described this creature as

The modern stay-at-home dad is admired for seeking work-life balance. He spends a good chunk of his day online, gleaning parenting tips off Slowlane.com and posting his own. He shares musical tastes with his kids, and appreciates the changing tables in the men’s room at Home Depot.

Now...how many businesses would even think of having a baby changing area in the men's room...you tell me.

For more visit the bathroomblogfest blog

customer experience, bathroom blogfest, ladiesrooms

Lets Face it - is facebook the new buzzword in research circles?

In the past couple of months I have encountered facebook –quite literally - wherever I have turned my face! I have seen it land up in my inbox as invites from friends, pop up in conversations with colleagues, featured on blog posts and finally yesterday I was sent an article on - what sites like face book and myspace mean for research?

In the midst of all this I caught on to the facebook bandwagon just to see what it was all about!

From the little time that I have spent on facebook here is what I’ve observed…

What are people there for?

Small conversations that may not be of any consequence. Things like Wassup with you? Saw ur pics…really liked them or Am off to SL…see you guys in a week.

Grant McCracken has a good post on this – How social networks work . He refers to these as ‘phatic conversations’

This is communication with little hard, informational content, but lots of emotional and social content. Phatic communications doesn't get much said, but it has social effects so powerful, it gets lots done

It seems like a place for dipping in and out rather than immersing oneself deeply. Immersing would involve investment of a lot more energy and time. Perhaps email / IM would be a relatively more immersive style of communication.

My conjecture is – that’s what keeps the regularity of such conversations going and these networks thriving. Dropping in a one-liner on someone’s facebook wall is far less taxing than sitting down to write an email which would warrant some thought, structure and purpose.

So what does it mean for research?

Research has traditionally warranted an immersive approach to conversations. Lengthy & purposeful.

Online research and the use of discussion boards brought some change to this format. That was all about recruiting a panel and having short, non immersive, regular conversations with a set of people. Those were still purposeful conversations

What then is the difference between using a social networking site for research as opposed to using a discussion forum? The way I see it is that participants who are part of a discussion board have been brought there / have come on their own volition - for a specific purpose vis-à-vis people on social networking sites who are already hanging around there.

The difference is also that people at social networking sites are hanging around there and primarily engaging in Phatic conversations – the everyday emotional fillers. The kind of conversations marketers / researchers are likely to have on such platforms would not be quite like that. Even if they are limited to the small non immersive format – they are still going to be purposeful and rational – and therefore not likely to fulfill the need that people are there for.

The closest example I could think of was lunch time conversations that I would have with my female colleagues about inane things, interjected by our boss who’d spoil the party by constantly talking something work related. Even if it was something as small as just throwing up a question – it would be met out with disgusting looks – since that was not the right time and place to talk about such affairs.

What could be the way of tapping into social networking sites?

To start with it would require being sensitive to why people are on that channel. Use it to create that initial contact – open up a channel of communication….perhaps even understanding the way a target group thinks. I would be weary of using the platform literally to conduct research

Your thoughts?

The pitfalls of active engagement amongst researchers

For any qual researcher, having spent a few years in the profession, traveling becomes a very routine, mechanical exercise. So has been the case with me too. Getting in and out of airports has happened without much thought and the time available while flying has been spent going through the research material, if not catching up on the newspaper or sleep. Though a couple of days back, my experience was not quite like the usual.

My fatigue levels were so high thanks to bad work schedule, that it took me less than a minute to fall asleep from the time I boarded the flight. After 15 mins or so of deep sleep, I woke up, looked around and suddenly started feeling uneasy. I could not understand the feeling. I tried distracting myself by listening to my iPod, looking out of the window but nothing worked ! The dominant thought going through my mind was 'i need to get out of here'. The fact that it was not possible made it worse. Changing seats did not help either. I knew i was feeling claustrophobic!

I could attribute this feeling to an extremely cramped seat on a full aircraft. But more importantly I had spent the last couple of weeks researching in flight experiences amongst recent travelers. I had heard their apprehensions and fears around air travel over and over again and I think somewhere it struck a raw nerve.

In the past, I have read about counsellors / therapists developing negative reactions based on exposure to the client's unpleasant experiences. It is the result of active listening and a certain level of engagement and connection that the counsellor has with his client. The term used to describe this phenomenon is called 'vicarious traumatization'. It is usually characterized by a sudden/abrupt onset of symptoms in the therapist.

Though the probability of something similar happening amongst market research professionals is quite low, since we by and large deal with situations that are non-threatening or traumatic, the possibility is not altogether ruled out. A couple of years back I had spent an extensive amount of time interviewing people suffering from heart problems. Though that research did not conjure up any negative reactions in me, I remember one of the clients mention that she felt extremely disturbed hearing those accounts.

If you heard / experienced something like this happen to you or another researcher, I would like to hear from you. In the meanwhile I am hoping that by the time I need to take my next flight I get back into my robotic routine.