Reﬂection : Mind Mapping 

 Challenge 

 I work as a brand strategy manager in an advertising agency . My job largely entails   creating interesting , witty and relevant content for various brands . My challenge is to   create such content , that leaves a smile on the viewer ’s face in order to create brand   connect and increase the brand awareness . Every project involves development of   larger campaign ideas and its social media content . Each needs to be eﬀective and   build a sense of relatability . A team of 4 must handle the whole project . Timeline and   delivery for each project is rushed with a limited timeframe . Delivery ranges from 2   days to a maximum of 2 weeks . The team needs to focus on methods and techniques   that not only enables delivery within the given time but also ensure good quality   content and data understanding . 

 Selection 

 The team currently employs referencing as a method to develop content . It requires   looking and examining for existing content with the same theme and build insights   through that . For the development of good content , strong understanding of the   information , insights and patterns are necessary . For this reason , mind mapping is   selected as the design tool . In general , mind mapping involves looking for patterns and   strong insights from the existing data that is collected in the ‘ what if ’ phase . 

 Application 

 With the rise of online learning , in the recent times the demand for tabs and laptops   have seen a rise . However with this rise , there have been many concerns that the   buyers ( parents ) are facing . It was crucial for us to develop a campaign to sell these   tech products keeping in mind the parents and their concerns . 

 For the same , we started work on mind mapping by ﬁrstly collecting secondary data ,   references across the web , and conducting a group study of 20 - 30 people , selected   from the speciﬁc target audience . This is then simply collated and put up on a board   ( it ’s like setting up a gallery ) . 

 The data collected from people revealed a lot of insights and concerns and focused on   the information beyond the surface level . This was then shown to the stakeholders . The   stakeholders in this case include the brand team of 4 , the design team who would be   developing and executing the process and the client team that is in direct contact with   the client . Client team helps get a better perspective of the client business objectives .   Each stakeholder was given 15 - 30 minutes to note down their thoughts and   recommendations based on the information collected . 

 Post this we started developing our mind map . Each stakeholder put up their thoughts   on another board - these were clustered together based on the relevance of it as   opposed to other suggestions . This is where the ideas come to play . Interesting   insights and even ideas were picked up by leveraging the understanding of the   diﬀerent stakeholders . Using the insights from the stakeholders and secondary   research , we continued asking ‘ so what ? ’ Till we reached an idea that works best for   the brand . We stopped mind mapping when we were able to clearly identify buyer pain   points ( Eg : pertaining to their child ’s digital health , impact on eyes due to longer screen   time , etc ) and the product features that connect well and help resolves these issues . 

 For the experiment , 2 people from the team were called with one using the existing   approach and another testing out the Mind Mapping approach . With a timeline of a   day , the results and ideas of the two were observed . This helped in identifying the   impact of the Mind Mapping design tool . 

 Insight 

 By applying the mind mapping tool , the team was able to identify insights and patterns   that were otherwise diﬃcult to point out . It was able to easily capture the consumer   pain points .   As expected , the ideas developed from mind mapping returned better and   more unique ideas as compared to our existing approach of merely referencing content   online . The use of mind maps and getting varied perspective helps provide an intuitive   and holistic approach . The visualization further helps to draw out patterns and unique   insights for campaign development . While I have learnt about the eﬀectiveness of mind   mapping , it has shown to be a time consuming process . 

 Approach 

 Moving forward , I would certainly use mind mapping for the initial stages of the   campaign development . This is keeping in mind the positive eﬀects of the mind   mapping tool and the time constraints . Understanding the time constraints for content   development , mind mapping may not be suitable for smaller projects that require the   delivery in a day . However , it can play an important role is larger campaign   development . Therefore in the future , during campaign ideation , once we have access   to the ‘ what is ’ data I will include the mind mapping steps to ensure a well rounded and   holistic approach . 


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: Reﬂection : Mind Mapping 

 Challenge 

 I work as a brand strategy manager in an advertising agency . My job largely entails   creating interesting , witty and relevant content for various brands . My challenge is to   create such content , that leaves a smile on the viewer ’s face in order to create brand   connect and increase the brand awareness . Every project involves development of   larger campaign ideas and its social media content . Each needs to be eﬀective and   build a sense of relatability . A team of 4 must handle the whole project . Timeline and   delivery for each project is rushed with a limited timeframe . Delivery ranges from 2   days to a maximum of 2 weeks . The team needs to focus on methods and techniques   that not only enables delivery within the given time but also ensure good quality   content and data understanding . 

 Selection 

 The team currently employs referencing as a method to develop content . It requires   looking and examining for existing content with the same theme and build insights   through that . For the development of good content , strong understanding of the   information , insights and patterns are necessary . For this reason , mind mapping is   selected as the design tool . In general , mind mapping involves looking for patterns and   strong insights from the existing data that is collected in the ‘ what if ’ phase . 

 Application 

 With the rise of online learning , in the recent times the demand for tabs and laptops   have seen a rise . However with this rise , there have been many concerns that the   buyers ( parents ) are facing . It was crucial for us to develop a campaign to sell these   tech products keeping in mind the parents and their concerns . 

 For the same , we started work on mind mapping by ﬁrstly collecting secondary data ,   references across the web , and conducting a group study of 20 - 30 people , selected   from the speciﬁc target audience . This is then simply collated and put up on a board   ( it ’s like setting up a gallery ) . 

 The data collected from people revealed a lot of insights and concerns and focused on   the information beyond the surface level . This was then shown to the stakeholders . The   stakeholders in this case include the brand team of 4 , the design team who would be   developing and executing the process and the client team that is in direct contact with   the client . Client team helps get a better perspective of the client business objectives .   Each stakeholder was given 15 - 30 minutes to note down their thoughts and   recommendations based on the information collected . 

 Post this we started developing our mind map . Each stakeholder put up their thoughts   on another board - these were clustered together based on the relevance of it as   opposed to other suggestions . This is where the ideas come to play . Interesting   insights and even ideas were picked up by leveraging the understanding of the   diﬀerent stakeholders . Using the insights from the stakeholders and secondary   research , we continued asking ‘ so what ? ’ Till we reached an idea that works best for   the brand . We stopped mind mapping when we were able to clearly identify buyer pain   points ( Eg : pertaining to their child ’s digital health , impact on eyes due to longer screen   time , etc ) and the product features that connect well and help resolves these issues . 

 For the experiment , 2 people from the team were called with one using the existing   approach and another testing out the Mind Mapping approach . With a timeline of a   day , the results and ideas of the two were observed . This helped in identifying the   impact of the Mind Mapping design tool . 

 Insight 

 By applying the mind mapping tool , the team was able to identify insights and patterns   that were otherwise diﬃcult to point out . It was able to easily capture the consumer   pain points .   As expected , the ideas developed from mind mapping returned better and   more unique ideas as compared to our existing approach of merely referencing content   online . The use of mind maps and getting varied perspective helps provide an intuitive   and holistic approach . The visualization further helps to draw out patterns and unique   insights for campaign development . While I have learnt about the eﬀectiveness of mind   mapping , it has shown to be a time consuming process . 

 Approach 

 Moving forward , I would certainly use mind mapping for the initial stages of the   campaign development . This is keeping in mind the positive eﬀects of the mind   mapping tool and the time constraints . Understanding the time constraints for content   development , mind mapping may not be suitable for smaller projects that require the   delivery in a day . However , it can play an important role is larger campaign   development . Therefore in the future , during campaign ideation , once we have access   to the ‘ what is ’ data I will include the mind mapping steps to ensure a well rounded and   holistic approach .
### Output: 