The Philips Training division approached us with a straightforward question: “How can they motivate salesmen in different retail stores to sell their TVs?” They contacted us with Harense Smid (a retail chain in the Netherlands). We decided to do a contextmapping session with a group of salesmen through which we were able to understand their main factors of motivation. We then transformed those insights into a report, which included infographics and ideas for the Philips training division to improve their approach and results.
I was part of an interdisciplinary team, which involved people from different design masters. Muzus – a design consultancy in the Netherlands that focuses in contextmapping, supervised us. We prepared sensitizing booklets and prepared and facilitated the session, which was later on transcribed and processed for analysis. The results were presented successfully at the Philips headquarters together with a workshop to facilitate the knowledge to the training managers.
Using a design research tool such as contextmapping in a real project for a client such as Philips was a very enriching experience. From the client management side I had the opportunity to learn how to manage and use time efficiently to convince and engage the different stakeholders in a project. From the research side I learned the strengths and weakness of different approaches; I also learned the importance of customizing research tools per project.