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