From findings to opportunities
Data is the result of all good research, but on its own it usually doesn’t tell much. This tool marks the path of analysis that goes from reading isolated findings to creating specific areas of opportunity that require greater attention. Throughout this process, the team will manage to outline and direct previously collected information to guide it not to reproduce gender stereotypes, to take into equal consideration the needs of both men and women and to solve problems related to the inclusion of gender in the process. of product design.
Scroll To Learn More
From findings to opportunities
With it, it is possible to generate guides or ideas for new implementations in product design, it provides a way to turn isolated findings into actionable areas of opportunity. It helps to process information through a qualitative methodology that synthesizes and detects the current challenges of the product. The way of processing information is reformulated to reach another area of understanding and it is ensured that the gender perspective is considered.
What do you need to put this tool into practice?
- It can be used after a research stage or with previous information or data that the company already has and wants to examine from a perspective focused on innovation and gender equality.
- Real data disaggregated by sex can be obtained from social networks, staff experiences, user observation, interviews, or some other research method.
- It is suggested to carry out the analysis in a group way or resorting to the innovation and development committee to obtain more complete findings.
- It is highly recommended that the people who make up the team are 50% women and 50% men, and that they have knowledge about gender equality, stereotypes and gender roles.
- The approximate duration is 30 minutes, but the team will be able to extend the dynamics as much as they wish.
To learn more about how to collect information disaggregated by sex and how to create an innovation and development committee, visit tool 1. Creation and development of products with a gender perspective, located in this same lens.
People are not a homogeneous group, women and men have different needs, perceptions and realities, so it is necessary to make all this visible through information disaggregated by sex, which helps to identify the gender gaps that may exist. The data used as inputs for the design of products must be available with a breakdown by women and men, it is also essential that the analysis made of them considers the differentiated situation between them.
Steps for implementation
Based on information and data from previous research, each team member should record the findings they have detected on sticky notes. A note should be used per find. There is no minimum or maximum number of findings to write per member.
Draw on a large surface, four columns with the letters H, P, E and O respectively on each one. H for Findings, P for Patterns, E for Understanding, and O for Opportunities.
In no particular order, the team will put all the scores in the Findings column.
A moderator and a person representing the gender analysis category will be assigned. The team can add one or a maximum of two more categories and representatives for them if they consider them necessary for the dynamics.
The facilitator should read the notes and discuss with the other members how to accommodate and categorize similar findings into patterns. The patterns will be determined not only according to the previously established categories, but also obeying new categories that will be created organically according to the notes of the findings.
The representatives will be especially attentive to form their patterns according to the categories assigned with the notes that best fit them. It is essential that in this step the team uses its criteria to identify key aspects that a person outside the company would not detect. If two or more findings represent the same, it is possible to group one over the other to reduce the space and if a finding applies to two categories, it is also possible to repeat it.
Once the findings have been arranged, a name must be given for each of the categories found and put in a note on column P. The categories will vary according to each study, but since we are working on the design of products with a approach to gender equality, the category gender analysis should always be present.
In column E, write one or two sentences of understanding related to each pattern found. For this step it is very important that the team first discuss each pattern found and the analysis process leads them to formulate one or more specific sentences.
Write in column O, the opportunities related to each sentence of understanding. To facilitate this step, the technique, How could I?. Each sentence will begin with “How could I …?” And it will be completed with what the team considers most appropriate in relation to one of the phrases of understanding.
The team should reflect on the importance of the gender focus in the sentences created for column O, for this the person representing the gender analysis category should read the sentences, but adding questions at the end such as:
Would this reinforce stereotypical figures?
Are women’s needs different from men’s? Are they being cared for?
How would this affect or contribute to equality between men and women?
If necessary, these questions can be written on notes and added to one side of each sentence.
Analyze the matrix and discuss if the team agrees with the results. The final sentences created in the opportunities column should be powerful enough to invite the team to think about their solutions and possible implications.