1. Research Presentation Day Glasgow, 24 th January 2002 "Adding value in design development: A qualitative research approach". Michael Reber (PhD Student) Alex Duffy (Supervisor) CAD Centre, DMEM, University of Strathclyde

2. Agenda  Research Focus  Qualitative Research Approach (QRA)  Conclusions  Summary Adding Value in Design Qualitative Research Qualitative Research Approach Close Introduction

3. Research focus  Business Context  Companies are bound by their investors to increase value.  Value represents an important indicator for the internal navigation of companies and value receives an increasing importance in reporting for external purpose.  Scope  The proposed research work is on added value in the context of design development. The focus is on economical issues.  Aim  The aim is to develop an approach to optimise added value.  Objectives  The Objectives are to (1) establish a basic model to understand value and added value, (2) establish an approach to optimise added value, (3) test and evaluate the approach in industry. Adding Value in Design Qualitative Research Qualitative Research Approach Close Introduction

4. Overall plan  Establish a model  Literature study on topic  Identification of major parameters  Overview about parameter interrelations  List of criteria relevant to value  Identification of measures relevant to value  Selection of suitable modelling techniques  Overview about knowledge in industry  Develop an approach  Overview about optimisation techniques  Consideration of alternative scenarios  Contact to industry  Test and evaluate  Selection of information rich cases in industry Qualitative Research Qualitative Research Approach Close Introduction Adding Value in Design

5. Stage of research Qualitative Research Qualitative Research Approach Close Introduction Adding Value in Design

6. Qualitative Research  Qualitative Research (QR)  QR might be understood as acceptable ways of doing research in a means of getting the best possible information to people who need it [PATTON, 1990].  Investigation into QR – why?  To establish an overview of techniques, approaches, and methods available to support the development of a good research approach.  To be in a position to select the most appropriate techniques, approaches, and methods.  To improve research performance. Qualitative Research Qualitative Research Approach Close Introduction Adding Value in Design

7. QRA  The QRA is based on a variety of interrelated aspects.  These aspects contribute to the research outcome.  Major aspects identified are:  Enquiry  Evaluation  Analysis  Reporting  Enhancement  For each aspect, a number of different methods, approaches and techniques have been identified, represented as "Elements". Qualitative Research Qualitative Research Approach Close Introduction Adding Value in Design

8. QRA: Aspects ENQUIRY EVALUATION ANALYSIS REPORTING ENHANCEMENT Qualitative Research Qualitative Research Approach Close Introduction Adding Value in Design

9. QRA: Elements of Enquiry ENQUIRY EVALUATION ANALYSIS REPORTING ENHANCEMENT Qualitative Research Qualitative Research Approach Close Introduction Paradigm of Choice Unique Case Orientation Developmental Perspective Holistic Perspective Direct Personal Contact Inductive Enquiry Naturalistic Enquiry Empathy and Insight Empathic Neutrality Adding Value in Design

10. QRA: Elements of Evaluation ENQUIRY EVALUATION ANALYSIS REPORTING ENHANCEMENT Qualitative Research Qualitative Research Approach Close Introduction Flexibility Triangulation Sample Size Purposeful Sampling Units of Analysis Adding Value in Design

11. QRA: Elements of Analysis ENQUIRY EVALUATION ANALYSIS REPORTING ENHANCEMENT Qualitative Research Qualitative Research Approach Close Introduction Interviews and Observation Synthesising Qualitative Studies Description and Interpretation Logical Analysis Phenomenological Analysis Category Systems Data Organisation Feedback Alternative Explanations Creativity Adding Value in Design

12. QRA: Elements of Reporting ENQUIRY EVALUATION ANALYSIS REPORTING ENHANCEMENT Qualitative Research Qualitative Research Approach Close Introduction Variation in Purpose Intended Readers in Mind Executive Summary Description and Interpretation Focus Adding Value in Design

13. QRA: Elements of Enhancement ENQUIRY EVALUATION ANALYSIS REPORTING ENHANCEMENT Qualitative Research Qualitative Research Approach Close Introduction Testing Rival Explanations Generalisation / Extrapolation Truth versus Perspective Objectivity Soft Data versus Hardness Credibility of Researcher Method and Data in Context Triangulation Negative Cases Causality Adding Value in Design

14.  Work on QRA has improved knowledge about methods, approaches and techniques available.  With clarity about purpose, researcher can establish a specific design of research. The QRA will support this process.  The QRA will be used as the basis for the project.  There are dependencies between elements of the QRA. Researchers have to take care about dependencies.  The aspects identified (e.g. Enquiry, Evaluation...) do not necessarily impose a specific sequence.  A more holistic view, earlier in the study, would have been beneficial. Conclusions Qualitative Research Qualitative Research Approach Close Introduction Adding Value in Design

15.  Summary  The research project focus is on optimising added value in design development.  A QRA has been established to support the design of research.  Major aspects of the QRA are: Enquiry, Evaluation, Analysis, Reporting, Enhancement.  A draft report has been written to describe the aspects in detail.  Future work  Based on current knowledge of the research problem a research design will have to be established based on the QRA.  There has to be further investigation in performance and additional investigation in optimisation and other related areas.  The QRA has to be updated while research work is in progress. Summary and future work Qualitative Research Qualitative Research Approach Close Introduction Adding Value in Design

16. Research Presentation Day Glasgow, 24 th January 2002 "Adding value in design development: A qualitative research approach". Michael Reber (PhD Student) Alex Duffy (Supervisor) CAD Centre, DMEM, University of Strathclyde