Design research: methods and perspectives by Brenda Laurel

Qualitative Methods: From Boring to Brilliant Christopher Irelan pp23-29

Qualitative design research has evolved from being seen as less scientific to a critical aspect of product development. Initially, it was often associated with situations where companies couldn't afford quantitative research or used it merely as a "disaster check." However, it has since grown into a field that offers deeper, more meaningful insights into user behaviour, preferences, and design decisions. Ireland, who has extensive experience in product management and design, stresses the importance of involving qualitative research throughout the product creation process, rather than relegating it to a one-off stage.

• Traditional view of qualitative research: Historically, qualitative design research was often seen as unscientific or naïve. Focus groups, led by moderators, were the primary method, and their insights were considered secondary to quantitative data.
• Shift in perspective: Ireland was drawn to qualitative research because of its ability to provide a richer understanding of users. The process of listening to and observing consumers deeply was essential to product development.
• Focus groups: Focus groups were the initial go-to method but have evolved into various sub-methods like mini focus groups, one-on-one interviews, dyads, super groups, and triads, each offering different levels of insight and depth.
• Ethnography: The author introduces ethnography as a powerful method that provides in-depth observations of people's behavior, beliefs, and preferences in their natural environments. It's especially useful in the early stages of product development. Newer versions, like digital ethnography and photo ethnography, have helped streamline and adapt the process for the digital age.
• Participatory design: Designers began involving consumers directly in the creation process. This is where consumers not only provide feedback but participate in the development of products, making the process more user-centered. Methods like development panels and in-home placement are examples of this participatory approach.
• Innovations: The field has continued to grow with innovations like ethnofuturism and real-world ethnographic enactments, which combine real-world observation with cultural trend analysis.

Reflection

I started thinking about how I could introduce qualitative design research into my own practice/project. What steps I would take while researching artists for my next project starting next week in hopes that this might be a useful method for me to try and improve my research stage. Ive kept this quite generalised so can be adapted to each project.

Project Overview:

The goal is to create something unique, effective, and aligned with the project's objectives.

Step 1: Defining the Goal of the Project

I’ll begin by clarifying the specific goals for the project:

• What is the message or feeling the design needs to communicate?
• Who is the target audience, and what will resonate with them?
• What visual style or aesthetic is most suitable for the project?