Challenge 	
    I 	
   work 	
   for 	
   a 	
   consumer 	
   goods 	
   company 	
   that 	
   competes 	
   in 	
   the 	
   home 	
   improvement 	
    channel . 	
  	
   We 	
   wanted 	
   to 	
   understand 	
   and 	
   gain 	
   insights 	
   into 	
   how 	
   consumers 	
   currently 	
    view 	
   our 	
   products 	
   and 	
   competitor 	
   products 	
   to 	
   uncover 	
   design 	
   criteria 	
   for 	
   future 	
    product 	
   development 	
   concepts . 	
  	
   We 	
   needed 	
   to 	
   uncover 	
   the 	
   current 	
   “ What 	
   Is ? ” 	
   state 	
    of 	
   our 	
   market 	
   as 	
   well 	
   as 	
   any 	
   unarticulated 	
   needs 	
   surrounding 	
   the 	
   use 	
   of 	
   adhesives 	
    and 	
   caulks . 	
   	
    Selection 	
    I 	
   used 	
   mindmapping 	
   as 	
   a 	
   way 	
   to 	
   build 	
   and 	
   consolidate 	
   initial 	
   assumptions , 	
   primary 	
    research 	
   and 	
   secondary 	
   research 	
   to 	
   analyze 	
   for 	
   patterns , 	
   pain 	
   points 	
   and 	
   clusters 	
   to 	
    refine 	
   our 	
   assumptions 	
   and 	
   guide 	
   design 	
   as 	
   well 	
   as 	
   our 	
   messaging . 	
  	
  	
   	
    Application 	
   	
    After 	
   scouring 	
   secondary 	
   research , 	
   and 	
   building 	
   a 	
   skeleton 	
   mind 	
   map 	
   of 	
   the 	
    findings , 	
   we 	
   employed 	
   primary 	
   consumer 	
   research 	
   ( invited 	
   shoppers ) . 	
  	
   We 	
   delved 	
    into 	
   understanding 	
   the 	
   user 	
   experience 	
   with 	
   open-­‐ended 	
   questions 	
   to 	
   understand 	
    the 	
   entire 	
   journey 	
   of 	
   using 	
   our 	
   products 	
   and 	
   competitor 	
   products 	
   ( offered 	
   product 	
    use 	
   tours ) , 	
   not 	
   just 	
   the 	
   end 	
   result . 	
  	
   We 	
   laid 	
   out 	
   existing 	
   products 	
   for 	
   consumers 	
   to 	
    use 	
   and 	
   evaluate 	
   ( allowed 	
   guests 	
   to 	
   pick 	
   out 	
   the 	
   good 	
   stuff ) . 	
  	
   I 	
   supplemented 	
   my 	
    original 	
   mind 	
   map 	
   with 	
   these 	
   primary 	
   research 	
   findings . 	
  	
  	
   	
    Assumptions 	
   & 	
   secondary 	
   research 	
   – 	
   We 	
   originally 	
   assumed 	
   we 	
   were 	
   looking 	
   at 	
    how 	
   we 	
   could 	
   formulate 	
   a 	
   better 	
   glue , 	
   caulk 	
   or 	
   adhesive . 	
  	
  	
   We 	
   knew 	
   that 	
   consumers 	
    often 	
   found 	
   the 	
   process 	
   of 	
   applying 	
   adhesives 	
   and 	
   caulks 	
   with 	
   a 	
   caulk 	
   gun 	
   and 	
   a 	
    squeeze 	
   tube 	
   to 	
   be 	
   messy , 	
   slow , 	
   uncomfortable 	
   and 	
   frustrating . 	
   	
    Primary 	
   research 	
   – 	
   When 	
   we 	
   probed 	
   and 	
   listened 	
   to 	
   consumers , 	
   we 	
   learned 	
   that 	
    many 	
   thought 	
   that 	
   only 	
   professionals 	
   could 	
   use 	
   the 	
   products 	
   effectively . 	
  	
   We 	
   also 	
    confirmed 	
   that 	
   consumers 	
   found 	
   using 	
   a 	
   caulk 	
   gun 	
   or 	
   squeeze 	
   tube 	
   uncomfortable 	
    and 	
   intimidating . 	
  	
  	
  	
  	
   	
    When 	
   asked 	
   how 	
   adhesive 	
   and 	
   caulk 	
   application 	
   could 	
   be 	
   improved 	
   if 	
   they 	
   had 	
   a 	
    magic 	
   wand , 	
   several 	
   consumers 	
   said 	
   they 	
   wanted 	
   a 	
   steady 	
   flow 	
   that 	
   they 	
   could 	
    control . 	
  	
   Consumers 	
   were 	
   frustrated 	
   with 	
   results 	
   from 	
   using 	
   caulk 	
   guns 	
   and 	
   squeeze 	
    tubes 	
   and 	
   the 	
   hand 	
   fatigue 	
   and 	
   inconsistent 	
   bead 	
   sizes 	
   that 	
   resulted 	
   in 	
   the 	
    squeezing 	
   and 	
   pumping 	
   of 	
   the 	
   caulk 	
   gun . 	
   	
    Unarticulated 	
   needs : 	
  	
   While 	
   consumers 	
   stated 	
   their 	
   frustration 	
   with 	
   the 	
   current 	
    state 	
   of 	
   caulk 	
   and 	
   adhesive 	
   application 	
   / 	
   delivery 	
   with 	
   caulk 	
   guns 	
   and 	
   squeeze 	
   tubes 	
    and 	
   how 	
   they 	
   wanted 	
   a 	
   better 	
   flow , 	
   none 	
   of 	
   them 	
   articulated 	
   how 	
   they 	
   wanted 	
   a 	
    way 	
   to 	
   apply 	
   adhesives 	
   or 	
   caulk 	
   without 	
   a 	
   caulk 	
   gun 	
   or 	
   squeeze 	
   tube . 	
  	
   Rather , 	
   we 	
    analyzed 	
   the 	
   mind 	
   map 	
   and 	
   words 	
   of 	
   consumers 	
   to 	
   realize 	
   that 	
   there 	
   was 	
   an 	
    untapped 	
   market 	
   for 	
   a 	
   caulk 	
   and 	
   adhesive 	
   delivery 	
   system 	
   that 	
   did 	
   not 	
   require 	
   a 	
    caulk 	
   gun . 

 Mind 	
   Map 

 Insight 	
   & 	
   Approach 	
  	
   	
    From 	
   this , 	
   I 	
   was 	
   able 	
   to 	
   lead 	
   brainstorming 	
   and 	
   determine 	
   ‘ What 	
   If ’s ? ” 	
   in 	
   order 	
   to 	
    generate 	
   consumer-­‐focused 	
   concepts . 	
  	
   We 	
   conducted 	
   another 	
   round 	
   of 	
   consumer 	
    research 	
   to 	
   test 	
   our 	
   prototype 	
   against 	
   existing 	
   products 	
   in 	
   the 	
   market 	
   with 	
    consumers . 	
   Our 	
   prototype 	
   was 	
   a 	
   pressurized 	
   can 	
   that 	
   delivered 	
   a 	
   steady , 	
   controlled 	
    stream 	
   of 	
   caulk 	
   and 	
   adhesives 	
   without 	
   a 	
   caulk 	
   gun . 	
  	
  	
   	
    After 	
   using 	
   all 	
   options , 	
   consumers 	
   literally 	
   saw 	
   the 	
   “ wow ” 	
   with 	
   our 	
   prototype 	
   as 	
    that 	
   was 	
   the 	
   word 	
   they 	
   commonly 	
   used 	
   after 	
   using 	
   our 	
   prototype . 	
  	
   We 	
   had 	
   listened 	
    and 	
   solved 	
   an 	
   unarticulated 	
   need 	
   to 	
   determine 	
   “ What 	
   Works ” 	
   with 	
   consumers . 	
  	
  	
   	
    We 	
   understood 	
   and 	
   appreciated 	
   the 	
   importance 	
   of 	
   the 	
   consumer 	
   in 	
   the 	
   process 	
   and 	
    treating 	
   them 	
   as 	
   people 	
   and 	
   not 	
   data . 	
  	
   We 	
   listened 	
   to 	
   their 	
   stories 	
   and 	
   allowed 	
   them 	
    to 	
   be 	
   storytellers . 	
  	
   We 	
   learned 	
   how 	
   easily 	
   assumptions 	
   may 	
   be 	
   proven 	
   wrong 	
   with 	
    consumers , 	
   the 	
   process 	
   is 	
   iterative 	
   and 	
   we 	
   need 	
   to 	
   be 	
   to 	
   willing 	
   to 	
   change 	
   along 	
   the 	
    way 	
   as 	
   new 	
   data 	
   comes 	
   in . 


EMAIL: 
ID_NUM: 
NAME_STUDENT: 
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: Challenge 	
    I 	
   work 	
   for 	
   a 	
   consumer 	
   goods 	
   company 	
   that 	
   competes 	
   in 	
   the 	
   home 	
   improvement 	
    channel . 	
  	
   We 	
   wanted 	
   to 	
   understand 	
   and 	
   gain 	
   insights 	
   into 	
   how 	
   consumers 	
   currently 	
    view 	
   our 	
   products 	
   and 	
   competitor 	
   products 	
   to 	
   uncover 	
   design 	
   criteria 	
   for 	
   future 	
    product 	
   development 	
   concepts . 	
  	
   We 	
   needed 	
   to 	
   uncover 	
   the 	
   current 	
   “ What 	
   Is ? ” 	
   state 	
    of 	
   our 	
   market 	
   as 	
   well 	
   as 	
   any 	
   unarticulated 	
   needs 	
   surrounding 	
   the 	
   use 	
   of 	
   adhesives 	
    and 	
   caulks . 	
   	
    Selection 	
    I 	
   used 	
   mindmapping 	
   as 	
   a 	
   way 	
   to 	
   build 	
   and 	
   consolidate 	
   initial 	
   assumptions , 	
   primary 	
    research 	
   and 	
   secondary 	
   research 	
   to 	
   analyze 	
   for 	
   patterns , 	
   pain 	
   points 	
   and 	
   clusters 	
   to 	
    refine 	
   our 	
   assumptions 	
   and 	
   guide 	
   design 	
   as 	
   well 	
   as 	
   our 	
   messaging . 	
  	
  	
   	
    Application 	
   	
    After 	
   scouring 	
   secondary 	
   research , 	
   and 	
   building 	
   a 	
   skeleton 	
   mind 	
   map 	
   of 	
   the 	
    findings , 	
   we 	
   employed 	
   primary 	
   consumer 	
   research 	
   ( invited 	
   shoppers ) . 	
  	
   We 	
   delved 	
    into 	
   understanding 	
   the 	
   user 	
   experience 	
   with 	
   open-­‐ended 	
   questions 	
   to 	
   understand 	
    the 	
   entire 	
   journey 	
   of 	
   using 	
   our 	
   products 	
   and 	
   competitor 	
   products 	
   ( offered 	
   product 	
    use 	
   tours ) , 	
   not 	
   just 	
   the 	
   end 	
   result . 	
  	
   We 	
   laid 	
   out 	
   existing 	
   products 	
   for 	
   consumers 	
   to 	
    use 	
   and 	
   evaluate 	
   ( allowed 	
   guests 	
   to 	
   pick 	
   out 	
   the 	
   good 	
   stuff ) . 	
  	
   I 	
   supplemented 	
   my 	
    original 	
   mind 	
   map 	
   with 	
   these 	
   primary 	
   research 	
   findings . 	
  	
  	
   	
    Assumptions 	
   & 	
   secondary 	
   research 	
   – 	
   We 	
   originally 	
   assumed 	
   we 	
   were 	
   looking 	
   at 	
    how 	
   we 	
   could 	
   formulate 	
   a 	
   better 	
   glue , 	
   caulk 	
   or 	
   adhesive . 	
  	
  	
   We 	
   knew 	
   that 	
   consumers 	
    often 	
   found 	
   the 	
   process 	
   of 	
   applying 	
   adhesives 	
   and 	
   caulks 	
   with 	
   a 	
   caulk 	
   gun 	
   and 	
   a 	
    squeeze 	
   tube 	
   to 	
   be 	
   messy , 	
   slow , 	
   uncomfortable 	
   and 	
   frustrating . 	
   	
    Primary 	
   research 	
   – 	
   When 	
   we 	
   probed 	
   and 	
   listened 	
   to 	
   consumers , 	
   we 	
   learned 	
   that 	
    many 	
   thought 	
   that 	
   only 	
   professionals 	
   could 	
   use 	
   the 	
   products 	
   effectively . 	
  	
   We 	
   also 	
    confirmed 	
   that 	
   consumers 	
   found 	
   using 	
   a 	
   caulk 	
   gun 	
   or 	
   squeeze 	
   tube 	
   uncomfortable 	
    and 	
   intimidating . 	
  	
  	
  	
  	
   	
    When 	
   asked 	
   how 	
   adhesive 	
   and 	
   caulk 	
   application 	
   could 	
   be 	
   improved 	
   if 	
   they 	
   had 	
   a 	
    magic 	
   wand , 	
   several 	
   consumers 	
   said 	
   they 	
   wanted 	
   a 	
   steady 	
   flow 	
   that 	
   they 	
   could 	
    control . 	
  	
   Consumers 	
   were 	
   frustrated 	
   with 	
   results 	
   from 	
   using 	
   caulk 	
   guns 	
   and 	
   squeeze 	
    tubes 	
   and 	
   the 	
   hand 	
   fatigue 	
   and 	
   inconsistent 	
   bead 	
   sizes 	
   that 	
   resulted 	
   in 	
   the 	
    squeezing 	
   and 	
   pumping 	
   of 	
   the 	
   caulk 	
   gun . 	
   	
    Unarticulated 	
   needs : 	
  	
   While 	
   consumers 	
   stated 	
   their 	
   frustration 	
   with 	
   the 	
   current 	
    state 	
   of 	
   caulk 	
   and 	
   adhesive 	
   application 	
   / 	
   delivery 	
   with 	
   caulk 	
   guns 	
   and 	
   squeeze 	
   tubes 	
    and 	
   how 	
   they 	
   wanted 	
   a 	
   better 	
   flow , 	
   none 	
   of 	
   them 	
   articulated 	
   how 	
   they 	
   wanted 	
   a 	
    way 	
   to 	
   apply 	
   adhesives 	
   or 	
   caulk 	
   without 	
   a 	
   caulk 	
   gun 	
   or 	
   squeeze 	
   tube . 	
  	
   Rather , 	
   we 	
    analyzed 	
   the 	
   mind 	
   map 	
   and 	
   words 	
   of 	
   consumers 	
   to 	
   realize 	
   that 	
   there 	
   was 	
   an 	
    untapped 	
   market 	
   for 	
   a 	
   caulk 	
   and 	
   adhesive 	
   delivery 	
   system 	
   that 	
   did 	
   not 	
   require 	
   a 	
    caulk 	
   gun . 

 Mind 	
   Map 

 Insight 	
   & 	
   Approach 	
  	
   	
    From 	
   this , 	
   I 	
   was 	
   able 	
   to 	
   lead 	
   brainstorming 	
   and 	
   determine 	
   ‘ What 	
   If ’s ? ” 	
   in 	
   order 	
   to 	
    generate 	
   consumer-­‐focused 	
   concepts . 	
  	
   We 	
   conducted 	
   another 	
   round 	
   of 	
   consumer 	
    research 	
   to 	
   test 	
   our 	
   prototype 	
   against 	
   existing 	
   products 	
   in 	
   the 	
   market 	
   with 	
    consumers . 	
   Our 	
   prototype 	
   was 	
   a 	
   pressurized 	
   can 	
   that 	
   delivered 	
   a 	
   steady , 	
   controlled 	
    stream 	
   of 	
   caulk 	
   and 	
   adhesives 	
   without 	
   a 	
   caulk 	
   gun . 	
  	
  	
   	
    After 	
   using 	
   all 	
   options , 	
   consumers 	
   literally 	
   saw 	
   the 	
   “ wow ” 	
   with 	
   our 	
   prototype 	
   as 	
    that 	
   was 	
   the 	
   word 	
   they 	
   commonly 	
   used 	
   after 	
   using 	
   our 	
   prototype . 	
  	
   We 	
   had 	
   listened 	
    and 	
   solved 	
   an 	
   unarticulated 	
   need 	
   to 	
   determine 	
   “ What 	
   Works ” 	
   with 	
   consumers . 	
  	
  	
   	
    We 	
   understood 	
   and 	
   appreciated 	
   the 	
   importance 	
   of 	
   the 	
   consumer 	
   in 	
   the 	
   process 	
   and 	
    treating 	
   them 	
   as 	
   people 	
   and 	
   not 	
   data . 	
  	
   We 	
   listened 	
   to 	
   their 	
   stories 	
   and 	
   allowed 	
   them 	
    to 	
   be 	
   storytellers . 	
  	
   We 	
   learned 	
   how 	
   easily 	
   assumptions 	
   may 	
   be 	
   proven 	
   wrong 	
   with 	
    consumers , 	
   the 	
   process 	
   is 	
   iterative 	
   and 	
   we 	
   need 	
   to 	
   be 	
   to 	
   willing 	
   to 	
   change 	
   along 	
   the 	
    way 	
   as 	
   new 	
   data 	
   comes 	
   in .
### Output: 