A Designers Research Manual

© 2006, 2017 Quarto Publishing Group USA Inc.

ISBN: 978-1-63159-262-1
Digital edition: 978-1-63159-430-4
Softcover edition: 978-1-63159-262-1
Digital edition published in 2017
Research
Method
How to apply research methods for
designer?
Design research methods are…..
to gather: information, insights, and
inspiration

Design decisions
Solve design problems.
Methods: qualitative, quantitative, or
combination of both,
i n c l u d e d : e t h n o g r a p h y, s u r v e y s ,
interviews, focus groups, prototyping,
observation, and analysis of existing data.
Design research methods are…..
The choice of method depends on:
• specific design challenge
• the research questions being asked
• the desired outcomes.
PERSON-FIRST DESIGN

Design research methods :

• deep understanding of the context
• needs of the people
- Designers need to use research as something to react against as well as respond to.

- Research should back up thinking. Making assumptions, and ignorance, can be the
death of a successful and inspiring design.

- Whenever possible, research should inform the brief first, before informing the solution.
People or situations cannot ask for what they do not know is possible or do not realize is
necessary.

- Don’t let research kill a potential idea—let it feed and support it.

- Frame the creative process with logic, and the less expected can thrive within it.
Types of design research methods
Quantitative research
• collecting numerical data

• analyzing numerical data

• by surveys and experiments.

• often used to test hypotheses

• make predictions about the

behavior of large populations. Data Collection Survey
Types of design research methods
Qualitative research
• Collecting non-numerical data
• Analyzing non-numerical data
• By observations, interviews, and
focus groups.
• To gain a deeper understanding of
the people’s
• experiences
• perceptions
• motivations
Types of design research methods
Culture research
• observing in the activities of a
culture or group.

• often used to understand the needs

and behaviours of users.
（Target Audience)

Culture and behaviours study

Qualitative research vs Quantitative research
• focused on understanding: • focused on collecting
• experiences • numerical data.
• perceptions,
• Involve surveys, questionnaires
• opinions
• Involves in-depth interviews, focus groups, • to collect large amounts of data from a large
number of people.
• to collect rich, detailed data from their target
audience
Quantitative research measures objective data, whereas
qualitative research measures subjective data, such as the
qualities surrounding an area of inquiry.
QUANTITATIVE QUALITATIVE

He is 6 feet 7 inches tall. He is tall.

They eat 6 meals a day. They eat all the time.

The president’s approval rating The president is well liked.

is at 60 percent.

The cruise ship served 3,000 The cruise ship was huge.
passengers.

The cat weighs 20 lbs (9 kg). The cat is fat.

Primary research is conducted specifically for an individual
commission. Secondary research has already been completed for a
different project but may apply in some way to the current
investigation
PRIMARY SECONDARY

Commission a focus group of Read skateboard magazines to

skateboarders, aged 12–18 familiarize with youth subcultures

Hire a marketing research rm Purchase previously published

to collect data about BMW demographic data about the
owners’ mean income luxury car market

Engage octogenarians in a Surf stock photography websites

photo-ethnographic study at a for images representative of
nursing care facility seniors in nursing care facilities
fi
 Research ndings can be triangulated in a
number of ways.
For example, secondary
research triangulation would compare
a variety of previously published data
(perhaps aggregated via articles, books,
journals, and reports).

Method triangulation would compare the

ndings of multiple and varied research
tactics (perhaps collected via focus groups,
user testing, and observational research).

Investigator triangulation would compare

the ndings of multiple researchers
(perhaps collected over a period of time, or
from multiple sessions in the eld).
fi
fi
fi
fi
 Literature reviews are undertaken as a starting point for all other research strategies.
A literature review is a comprehensive investigation of all documents, publications,
articles, websites, and books regarding a speci c area of study.

A literature review is an important

initial step, allowing the researcher
to become familiar with historical
references and parallel associations,
as well as current market conditions.

Literature reviews can also clarify

research problems and be in uential
in the development of investigation
strategies during later phases of the
creative process.
fl
fi
Choosing the Right Method
1. Identify the research question:
• What is the problem you are trying to solve?
• What information you are trying to gather?
Choosing the Right Method
2. Determine the type of data needed:

• Will you be collecting qualitative data such as

interviews, observations, or surveys?

• Will you be collecting quantitative data such as numerical

data or measurements?
Choosing the Right Method
4. Evaluate resources:

• Consider the resources you have available,

including time, budget, and expertise.

• Too complex or time-consuming for

your available resources.
Choosing the Right Method
5. Choose appropriate research method:
• Qualitative methods include culture
research, case studies.

• Quantitative methods include experiments, Qualitative methods

surveys, and statistical analysis.

Qualitative methods
Choosing the Right Method
6. Consider ethical considerations: :
✦ the impact on participants.
✦ the potential for harm or bias.
Choosing the Right Method

7. Seek guidance and support:

•Seek opinion from experts in your field.

8. Pilot test the research method before

finalizing:
• to evaluate its effectiveness
Conducting the Research
• The research process includes several steps, including:

• defining the research question,

• identifying participants,

• collecting data

• analyzing data,

• explain the results.

• Designers should be mindful of ethical considerations when conducting research, such as

obtaining informed consent, protecting confidentiality, and avoiding harm to participants
The Design Staircase,
developed by The Danish Design Center, provides a
framework for analyzing the relationship between
design and value creation. As an organization moves
up the staircase, integrating design into its culture of
practice, more value is achieved. This includes higher
returns on investment, exposure to new markets, and
increased brand loyalty and customer satisfaction.
How to Write a Research Methodology in 4 Steps
Case study 01
Exploring Consumer
Attitudes towards
Sustainable Fashion
Case study 01A
Exploring Consumer Attitudes towards Sustainable Fashion (Qualitative method)

To understand consumer attitudes and behaviors towards • consumer attitudes &

Objective:
sustainable fashion and to identify factors that influence their behaviors
purchasing decisions.
• 30 participants interested
in sustainable fashion
Methodology: A qualitative research approach was used to collect data from a
sample of 30 participants who were interested in sustainable • in-depth interviews
fashion. The research methods included in-depth interviews, focus • focus groups
groups, and online surveys.
• online surveys.
Data Collection: In-depth interviews were conducted with 10 participants to gain a
deeper understanding of their attitudes and beliefs towards
sustainable fashion. Focus groups were also held with 10 • interview: 10 participants
participants to gain insights into their perceptions and experiences
with sustainable fashion. An online survey was also conducted with • Focus group: 10 participants
an additional 10 participants to gather more comprehensive data • Online Survey: 10 participants
about their purchasing habits and behaviors.
 Case study 01A
Exploring Consumer Attitudes towards Sustainable Fashion (Qualitative method)

Data Analysis: The collected data was analyzed using a qualitative coding process, where • strong interest in
the data was categorized and coded based on relevant themes. The themes sustainable fashion
were then used to identify patterns and trends in consumer attitudes and • purchasing decisions are
behaviors towards sustainable fashion. influenced by:

The research findings showed that consumers have a strong interest in • environmental
Findings:
sustainable fashion, and their purchasing decisions are influenced by a • social
combination of environmental, social, and personal factors. Consumers are
• personal factors
more likely to purchase sustainable fashion products if they are affordable,
of good quality, and available in a wide range of styles. Participants also • affordable
expressed a desire for increased transparency and information about the
• good quality
sustainability practices of fashion brands.
• wide range of styles

• increased transparency and

information about the
sustainability practices
 Case study 01A
Exploring Consumer Attitudes towards Sustainable Fashion (Qualitative method)

Implications: The results of this study can be used by fashion brands to • improve their marketing
inform their sustainability strategies and improve their marketing and communication
and communication efforts towards sustainable fashion. The efforts
findings also highlight the need for increased transparency and
• increased transparency
information about the sustainability practices of fashion brands and information
to influence consumer purchasing decisions.
Case study 01B
Exploring Consumer Attitudes towards Sustainable Fashion (Quantitative method)

The objective of this case study is to understand consumer • consumer behaviors &
Objective:
behavior and preferences towards sustainable fashion using preferences
quantitative methods.
• used a survey
• capturing demographic
Methodology: The research used a survey design as the methodology, with a
information,
structured questionnaire as the data collection tool. The
• buying behavior,
questionnaire consisted of both closed-ended and open-ended
questions, aimed at capturing demographic information, buying • attitudes towards sustainable
fashion
behavior, and attitudes towards sustainable fashion. The sample
size for the study was 500 participants, selected through a random • 500 participants
sampling method from a larger population of potential consumers.
• through online platforms
Data Collection: Data was collected through online platforms and face-to-face
• face-to-face interactions
interactions. Participants were asked to fill in the questionnaire,
and the data was collected and stored in a secure database.
Case study 01B
Exploring Consumer Attitudes towards Sustainable Fashion (Quantitative method)

Data Analysis: The data collected was analyzed using statistical software, with • analyzed statistics
descriptive statistics and inferential statistics used to summarize
• to summarize and
and interpret the results. Descriptive statistics such as
interpret the results
frequencies, percentages, and means were used to describe
the sample, while inferential statistics such as chi-square tests,
t-tests, and regression analysis were used to test the •aware of sustainable fashion
relationships between variables and draw conclusions •consider it when making
purchases
Findings: The findings of the study showed that a significant proportion of
consumers are aware of sustainable fashion and consider it • factors such as:
when making fashion purchases. The study also revealed that •environmental impact
factors such as environmental impact, ethical production, and
•ethical production
social responsibility influence consumer behavior and
•social responsibility
preferences towards sustainable fashion
Case study 01B
Exploring Consumer Attitudes towards Sustainable Fashion (Quantitative method)

Implications: The findings of the study have several implications for fashion • consider sustainability in
designers and brands. Firstly, it highlights the need for fashion their design and
designers and brands to consider sustainability in their design and production processes
production processes. Secondly, it shows that consumers are
becoming increasingly conscious of sustainability and are willing to • consumers aware
pay a premium for sustainable fashion products. Finally, the sustainability
findings suggest that there is a market opportunity for fashion
• willing to pay a premium for
designers and brands that focus on sustainable fashion.
sustainable fashion
products
Case study 02
Research for office chair design
Case study 02 Research for office chair design (Qualitative method)

Objective: The objective of this study is to understand the needs, • chair usage
preferences, and behaviors of office workers regarding their
• comfort levels
chair usage and comfort levels

Methodology: Qualitative research method was chosen for this study, which • 30 office workers
involved in-depth interviews and focus groups with office
• in-depth interviews
workers
• focus groups

Data Collection: The data collection was done through face-to-face interviews
with a sample of 30 office workers, who represent a diverse
range of age, job position, and work environment
 Case study 02 Research for office chair design (Qualitative method)

Data Analysis: The collected data was analyzed using thematic analysis, a qualitative • analyzed using thematic
research method that focuses on identifying patterns, themes, and analysis
relationships in the data.
• place high value on
comfort
Findings: The findings of the study showed that office workers place high value
• ergonomics
on comfort, ergonomics, and adjustability when selecting a chair. They
also highlighted the importance of having the ability to make quick • adjustability when
adjustments to the chair during the workday to accommodate different selecting a chair.
postures and movements.
• ability to make quick
adjustments
 Case study 02 Research for office chair design (Qualitative method)

Implications: The findings of the study provide important insights for office • considering ergonomics
chair designers, helping them to create products that better
meet the needs of office workers. Additionally, the findings • adjustability
highlight the importance of considering ergonomics, • comfort
adjustability, and comfort when designing office chairs, and
could inform future product design and development initiatives
Case study 02 Research for office chair design (Quantitative method)

Objective: The objective of this study was to understand user • chair usage
preferences and ergonomic needs when it comes to office
• comfort levels
chairs.

Methodology: A survey was conducted with a sample size of 500 office workers. • 30 office workers
The survey consisted of multiple-choice questions and open-
• in-depth interviews
ended questions, designed to gather information about user
preferences and ergonomic needs • focus groups

Data Collection: The data was collected through an online survey platform.
Participants were recruited through email invitations and social
media platforms. The survey was open for a period of 2 weeks.
Case study 02 Research for office chair design (Quantitative method)

Data Analysis: The collected data was analyzed using statistical methods • analyze data using
such as frequency analysis and regression analysis. The statistical methods
results were then visualized through graphs and charts to • through graphs and charts
make them easier to understand.
• adjustable height
• lumbar support
• armrests.
Findings: The findings showed that the majority of office workers prefer
chairs with adjustable height, lumbar support, and armrests. A • Chairs with a sleek
significant number of participants also preferred chairs with a
• Modern design.
sleek and modern design.
Case study 02 Research for office chair design (Quantitative method)

Implications: Based on the findings, it can be inferred that office chair • adjustable height
design should prioritize ergonomic features such as
• lumbar support.
adjustable height and lumbar support. The design should
also have a sleek and modern aesthetic to appeal to the • have a sleek
majority of users. These insights can be used by office • modern aesthetic to appeal
furniture manufacturers to create chairs that meet the needs
and preferences of office worker
Thanks
See you next time!