Ch. 1, Pg A DESIGNER’S RESEARCH MANUAL WHAT 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 VIEW Methods 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 specific field such as human behavior  Subjective Data measured METHODS OF RESEARCH

Primary  Original research conducted in the field - Commission a focus group for skateboarders aged 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