Post on 06-Jan-2016
description
Ch. 1, Pg. 8-20
A DESIGNER’SRESEARCH
MANUALWHAT IS RESEARCH
DRIVEN DESIGN?
Evolving technology
demands on designers
Business issues
Client Issues
Need for measurable results
Knowledge of the competitive
global marketplace
WHAT IS RESEARCH DRIVEN DESIGN?
Clients want assurance that
commissioned work will deliver a return
on investment (ROI).
Incorporating research into the design
process can aid in reaching this goal.
Changes Client/Designer relationship.
WHAT IS RESEARCH DRIVEN DESIGN?
This increased demand which changes the designer client relationship, can benefit both parties.
Define an audience
Support a concept
Measure effectiveness of a campaign
Advocate for an aesthetic choice
Higher ROI
HOW?
Using traditional research methodology
allows tools to be used to improve the
process.
o Market Research
o Ethnographic data
o Web analytics
o Trend forecasting
HOW?
HISTORICAL PERSPECTIVES
Tactile Design Problems: Showcasing relationships between swatches.
BAUHAUS BEGINNINGS
MACRO VIEWMethods of research
Quantitative Research
Measures sets of
variables or
quantities and their
relationships.
Measures Objective
Data
Qualitative Research
Examines subjective
material such as words
and images.
Strives to understand
qualities of a specifi c
fi eld such as human
behavior
Subjective Data
measured
METHODS OF RESEARCH
Primary
Original research conducted in the field
- Commission a focus group for skateboarders aged 12-18
- Hire marketing research firm to collect data
Secondary
Reviews collective data from other research projects
- Read skateboard magazines
to familiarize yourself with
young subcultures
- Purchase and use
previously published demographic data.
METHODS OF RESEARCH
Formative
Research done
before the project
begins or at the
start of the project.
Guides design
process
Summative
Research gathered
after the end of a
project
Informs future
projects
METHODS OF RESEARCH
FORMATIVE + SUMMATIVE RESEARCH