ASSIGNMENT REFLECTION   Busi Tarek   2019 - 12       Challenge 

 Last year , as part of my master ’s degree in Digital Marketing , I wrote a professional thesis 

 about the “ what ’s for dinner tonight ” question . I wanted to understand why , even today with 

 all the digital tools available , it is still complicated for families to decide easily what to eat at 

 home on weekday evenings . I learned a lot during my thesis research . But , when I decided 

 to turn it in a product or service , I felt that my school research was good , but too light to 

 reflect the true reality of my primary user group . I had plenty pain points on my whiteboard , 

 but finally no really idea what the real problem was .        Selection 

 I decided to conduct further individual interviews with a group of ten users , mothers between 

 25 and 45 years old . I began created an interview guide with a dozen open - ended questions 

 focusing on my user 's behaviors in the kitchen and it was in its first version , the perfect 

 boring survey . I realized that just asking a question would not bring me the genuine answer . 

 Especially since in France , it is almost disturbing to say loud and clear that we do n't care 

 about what we eat ... this is becoming less and less socially acceptable .    I needed a way to encourage my users to express themselves freely and fully . And that 's 

 when a friend of mine suggested I use images . According to him , images are very useful to 

 capture non verbal thoughts or emotions . I chose to try this tool called visualization , hoping 

 that it would unlock any discomfort by placing the user in their daily situations and actions .        Application 

 This was my first time using this method . I chose to try it on two potentially sensitive 

 questions : “ what does it mean to you to cook ? ” and “ how 's mealtime with your kids ? ” . With 

 these two questions I wanted to know how important it is for my interviewee to respect and 

 pass on the principles of good nutrition .    For the first question , I searched on Google and chose 15 images I felt relevant to me ; a 

 smiling family eating pizzas in front of the TV , a plate of pasta with ham , industrial products 

 already prepared , a mother and her daughter cooking with joy , a pot overflowing …    For the second question , it ’s was more difficult to find a diversity of situations . When you 

 Google “ cook with your kid ” or “ what children eat ? ” you just find a lot of cliché pictures . So I 

 selected 10 ; child sulking in front of vegetables , child smiling in front of an orange juice , 

 child happy to eat a hamburger …     Each batch of images was put in an envelope and when the question arrived in the interview 

 I took them out and laid on the table in front of my user . Then , I asked to select the ones that 

 were meaningful to her . Once the images were separated into two packs , I asked to explain 

 each choice freely . 

 Insights 

 Thanks to this exercise with images , I learned more specific aspects on my targets - 

 especially with the first question . Their approach to food was much more complex than two 

 opposing camps , fresh produce versus industrial products . For the majority , food was an 

 important subject , but the choice of whether or not to cook was subject to multiple 

 influencing factors such as the weather and the products available , the family 's desires and 

 the mood of the day . However , the visualization tool appeared not relevant for the second 

 question . The choice of life situations was too limited and did n't really seem to touch the 

 hearts of my targets . Even if I progressed in my discovering , the insights I collected lacked 

 something to fully embrace my primary question .       Approach 

 This experiment convinced me about images on a discovery process . But next time , I ’ll do a 

 little bit differently to gain more precise insights . I ’ll select 10 images maximum , because with 

 more , I had the feeling that users were lost . I will spend more time on the pictures selection 

 to be sure to express various and relevant situations .    I ’ll also try a new approach with dot voting . As I read a post on the MOOC forum about it , I 

 found this approach very interesting . I am thinking about trying it with images to identify 

 emotions linked to situations . I plan to choose three colors ; green for feeling at ease , orange 

 for a neutral emotion , and red for upsetting circumstances .      In any case , I am going to continue exploring design thinking because I really enjoyed this 

 first experience . 


EMAIL: 
ID_NUM: 
NAME_STUDENT: Busi Tarek
PHONE_NUM: 
STREET_ADDRESS: 
URL_PERSONAL: 
USERNAME: 

### Task: You are a PII (Personal Identity Information) Detection. Given a essays written by students, you have to identify ONLY the following:
NAME_STUDENT - The full or partial name of a student that is not necessarily the author of the essay. This excludes instructors, authors, and other person names.
EMAIL - A student’s email address.
USERNAME - A student's username on any platform.
ID_NUM - A number or sequence of characters that could be used to identify a student, such as a student ID or a social security number.
PHONE_NUM - A phone number associated with a student.
URL_PERSONAL - A URL that might be used to identify a student.
STREET_ADDRESS - A full or partial street address that is associated with the student, such as their home address.
### Input: ASSIGNMENT REFLECTION   Busi Tarek   2019 - 12       Challenge 

 Last year , as part of my master ’s degree in Digital Marketing , I wrote a professional thesis 

 about the “ what ’s for dinner tonight ” question . I wanted to understand why , even today with 

 all the digital tools available , it is still complicated for families to decide easily what to eat at 

 home on weekday evenings . I learned a lot during my thesis research . But , when I decided 

 to turn it in a product or service , I felt that my school research was good , but too light to 

 reflect the true reality of my primary user group . I had plenty pain points on my whiteboard , 

 but finally no really idea what the real problem was .        Selection 

 I decided to conduct further individual interviews with a group of ten users , mothers between 

 25 and 45 years old . I began created an interview guide with a dozen open - ended questions 

 focusing on my user 's behaviors in the kitchen and it was in its first version , the perfect 

 boring survey . I realized that just asking a question would not bring me the genuine answer . 

 Especially since in France , it is almost disturbing to say loud and clear that we do n't care 

 about what we eat ... this is becoming less and less socially acceptable .    I needed a way to encourage my users to express themselves freely and fully . And that 's 

 when a friend of mine suggested I use images . According to him , images are very useful to 

 capture non verbal thoughts or emotions . I chose to try this tool called visualization , hoping 

 that it would unlock any discomfort by placing the user in their daily situations and actions .        Application 

 This was my first time using this method . I chose to try it on two potentially sensitive 

 questions : “ what does it mean to you to cook ? ” and “ how 's mealtime with your kids ? ” . With 

 these two questions I wanted to know how important it is for my interviewee to respect and 

 pass on the principles of good nutrition .    For the first question , I searched on Google and chose 15 images I felt relevant to me ; a 

 smiling family eating pizzas in front of the TV , a plate of pasta with ham , industrial products 

 already prepared , a mother and her daughter cooking with joy , a pot overflowing …    For the second question , it ’s was more difficult to find a diversity of situations . When you 

 Google “ cook with your kid ” or “ what children eat ? ” you just find a lot of cliché pictures . So I 

 selected 10 ; child sulking in front of vegetables , child smiling in front of an orange juice , 

 child happy to eat a hamburger …     Each batch of images was put in an envelope and when the question arrived in the interview 

 I took them out and laid on the table in front of my user . Then , I asked to select the ones that 

 were meaningful to her . Once the images were separated into two packs , I asked to explain 

 each choice freely . 

 Insights 

 Thanks to this exercise with images , I learned more specific aspects on my targets - 

 especially with the first question . Their approach to food was much more complex than two 

 opposing camps , fresh produce versus industrial products . For the majority , food was an 

 important subject , but the choice of whether or not to cook was subject to multiple 

 influencing factors such as the weather and the products available , the family 's desires and 

 the mood of the day . However , the visualization tool appeared not relevant for the second 

 question . The choice of life situations was too limited and did n't really seem to touch the 

 hearts of my targets . Even if I progressed in my discovering , the insights I collected lacked 

 something to fully embrace my primary question .       Approach 

 This experiment convinced me about images on a discovery process . But next time , I ’ll do a 

 little bit differently to gain more precise insights . I ’ll select 10 images maximum , because with 

 more , I had the feeling that users were lost . I will spend more time on the pictures selection 

 to be sure to express various and relevant situations .    I ’ll also try a new approach with dot voting . As I read a post on the MOOC forum about it , I 

 found this approach very interesting . I am thinking about trying it with images to identify 

 emotions linked to situations . I plan to choose three colors ; green for feeling at ease , orange 

 for a neutral emotion , and red for upsetting circumstances .      In any case , I am going to continue exploring design thinking because I really enjoyed this 

 first experience .
### Output: 