In Module 5, we will conduct secondary research, come up with our point-of-view, and articulate the problem statement we wish to pursue further.  Additionally, we will explore products & solutions, tools & technologies out there in preparation for the ideation stage.

Overview: As a next step, we need to find out if other people (in other places or geographies) are also facing similar problems.  If so, we can determine what problems are people facing, how many people are affected by the problem, and whether the problem is a minor one, faced by only a few people; or a big one, faced by many people.  To find out, we need to conduct research, specifically secondary research.

Tool: Secondary research is a research method that involves using already existing data to understand the problem better. Secondary research includes gathering data from material already published in research reports and similar documents. These documents can be sourced from public libraries, government departments, market research agencies, surveys, online search (e.g., Google search, YouTube search, etc.), websites on the Internet, etc. 

Example: In the chalk-dust example, we look for research articles & reports prepared by established researchers and gather information on the impact of chalk-dust & its effects on school students & teachers in a classroom.  We then document our key research findings using the Research Report template.  Here is an extract (see paragraphs below) of a secondary research report on chalk-dust problem in school classrooms.  

The two charts from the research report (see below) illustrate how chalk dust spreads in the classroom over a period of time.

Another excellent tool to conduct a quick secondary research is ChatGPT, an artificial-intelligence tool from OpenAI that can answer any question you ask.  For e.g., if you ask ChatGPT the following question: "What kind of problems does chalk dust cause students & teachers in classrooms?", it responds with the below answer:

Exercise: Conduct secondary research on the problem being tackled by you.  Gather information on the nature of the problem and the people who face similar problems. Quantify the magnitude of the problem and number of people affected by it.  Document your research findings using the Research Report template.

Overview: Once we have empathized and gathered information about different problems faced by different people from primary and secondary sources, it is time to decide which among the many problems to tackle.  In this process, we may focus on one key problem to tackle, while ignoring the others.  We may also decide to take up a small part of a bigger problem to tackle.  Alternately, we may even decide to tackle the problem(s) faced by few people, while ignoring the problem(s) faced by other people.  Or, we may combine multiple problems into one and try to address them all.  This step requires us to synthesize all the information gathered so far and come up with a clear point-of-view (also called user statements or problem-statements).  The point-of-view helps us to articulate or define the problem we wish to tackle and the future direction to take.

Tool: Point-of-View (PoV) is a written, actionable statement that expresses the problem that we are trying to address. This is also called a user statement or problem statement; that is, an expression of the user problem (or problems) that we have identified earlier.  Crafting a POV statement gives a clear direction for us to come up with a solution. 

A good POV will allow us to ideate and solve the problem in a goal-oriented manner – keeping the focus on our users, their needs and our insights about them.  Without a PoV or problem statement, we don't know which specific problem or part of the bigger problem we need to solve.  

A Point-of-View Statement helps us to clearly articulate our point-of-view about the needs of different people affected by the problem.  It has the format:  

<User name> needs a way to <....verb ....> because <....insight gained....>

Example: In the chalk-dust example, we construct multiple point-of-view statements for different user personas and finally arrive at one overarching point-of-view or problem-statement that we wish to pursue further.  

For e.g., one of the point-of-view statements could be:

"Jennifer needs a way to minimize or eliminate chalk dust in the classroom because chalk dust causes allergies, skin rashes, and eye irritation to her"

Similarly, we can create several point-of-view statements as shown in the below table:

Every point-of-view statement in the above table brings out different needs of different users.  However, we cannot address all the needs of all the users.  Our time, effort, and energies are limited.  So, we need to be selective in picking the problem to tackle.  To do this, we need to come up with one Point-of-View statement that we can pursue further.  In the case of chalk-dust example, we can come up with an overarching Point-of-View statement as follows:

This is the point-of-view or problem statement that we can use as the basis for ideation in the next step.

Exercise: Use the PoV Template to come up with your point-of-view to pursue further.

Overview: Once the point-of-view or problem statement is clear, we need to explore if there are any products and services in the market that can be leveraged - partially or fully - to address the problem statement.  If we are aware of such products & services, we can use the knowledge to ideate and come up with various solution alternatives in a later step.

Tool: To evaluate products & services that can potentially address the problem-statement, we need to explore.  We can do it in many ways.  We can visit a neighborhood retail store or market and look for suitable products & services.  Alternatively, we can do a Google search.  We can also search for products & services on eCommerce stores and marketplaces such as Amazon.in or Flipkart.com.  We can then shortlist a few products & services and evaluate their suitability to address the problem-statement using the Products & Services Evaluation Sheet.

Example: In the chalk-dust example, we search for several readily available products & services in the market, shortlist a few of them and evaluate their suitability (for addressing the problem-statement) using the Products & Services Evaluation Sheet.  See below:

Exercise: Use the Products & Services Evaluation Sheet to evaluate products & services that can partially or fully address the problem-statement.

Overview: Sometimes, readily-available products & services in the market can be leveraged to offer a solution to the identified problem-statement.  At other times, we may have to build a new solution to the identified problem-statement using technologies & tools.  So, it helps to be aware of technologies that can possibly be used to build the solution.  This knowledge can help us ideate and come up with various solution-alternatives in a later step.

Tools:  To know which technologies are suitable for building a solution to the identified problem-statement, we need to explore several technologies, shortlist a few technologies and evaluate their suitability to address the problem-statement  using the Technology Evaluation Sheet.  Finally, we need to acquire skills in a some of the promising technologies.

Example: In the chalk-dust example, we explore several technologies that can partially or fully address the problem-statement and evaluate their suitability using the Technology Evaluation Sheet.  See below:

Exercise: Use the Technology Evaluation Sheet to evaluate technologies that can be helpful in partially or fully addressing the problem-statement.

1. Conduct secondary research to improve your understanding of the problem(s) faced by user personas (identified in Activity #2) and document the same in a research report.

2. Define your Point-of-view regarding one or more problems faced by the User Personas (identified in Activity #2) and articulate the Problem-statement that you wish to pursue further.

3. Explore & evaluate existing products & services that can possibly address the problem-statement (defined in Step 2 above) and document the same using Products & Services Evaluation Sheet.

4. Explore and evaluate technologies suitable for building a solution to the problem-statement (defined in Step 2 above) using Technology Evaluation Sheet.

Please complete ANY ONE of the following two challenges: