Intro to Research Methods
Transcript of Intro to Research Methods
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week 1
Parsons School of Design Summer Intensive Seminar
intro to research methods
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research makes choicesunderstanding how choice can potentially distort insight
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the researcher’s roleunderstanding our position to the action is critical
empathy
awareness
patience
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we are expressive beingsresearch must become aware of this new framework of data
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analyzing the language of selfies
who’s sharing?
where sharing?
who is tagged?
hashtags?
caption?lighting?
camera presence?
gaze. at camera? screen? elsewhere?
location?
background?text in frame?
who’s in the shot?
who’s not in the shot?
who’s front and center?
what are they wearing?
tilt of head?position of arm?
eye squinch?smile/pout?
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IDEO
research seeks to uncover these mapsnot a set of answers...but the mechanics of things
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everyday signals in contextwhat will the response be? does everyone respond the same?
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bias can creep in at every point in the process
IMAGE: Adaptive Path
who is chosen to participate
SUBJECT
where the research is conducted
CONTEXT
what form of data do
you get
OUTPUT
who analyzes the data
ANALYZE
how the data is
presented
SHARE
what mode of research
is used
METHOD
know the process to get the best insights
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Ethnographic research originates from ethnology and sociology. Using observation and exploration, it aims to investigate the material and symbolic semantic view of social sub-groups. The crucial question is: how do individuals and social groups organize particular aspects of their lives based on their sociocultural, ethical, economic and technical background?
Ethnography describes the whole environment that influences human behavior, thus making it possible to obtain integrated answers to fundamental questions with regard to usage, preferences, attitudes and motives and all underlying factors.
what is ethnography?
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exercise: what’s in your bag?choose ONE ITEM you have on you that you never leave home without. why?
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what do these products say about our broader perspective as peoplewhat’s in your medicine cabinet?
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what if you unpacked the language in these packages?the language of your medicine cabinet
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culture mapping the kitchen IKEA
MAXIMUM
MINIMUM
IMPORTANTUNIMPORTANT
USE
APPEARANCE x axis
y ax
is
intimacythe kitchen has
become a shared space with evolving uses within the home
1
celebrationthe kitchen has become a stage where guests are beckoned into the experience
2
ignitionthe kitchen has become a stage for social interactions with food
3
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how does this shift in meaning change the retail experience?
IKEA
display interact buypre-shop post-shop
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finding future tense retail narrative IKEA
display interact buypre-shop post-shop
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research should empower changeobserving & reading opportunities for disruption
observe askVS
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an inductive approach to research allows us to see much more
deductive
inductive
deductive vs. inductive reasoning
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deductive vs. inductive reasoningrules vs. dynamics
IMAGE: SHERLOCK HOLMES (2009)
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learn to read human scenarioswe need to learn to leverage more passive means of gaining insight
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allow an inductive process to avoid assumptions and bias.can you read the scene?
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consumerbrand
innovation is a mating gamewe need to synchronize with cultural signals and conspire in future stories
signals
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INNOVATION
from signal to story... synchronizing brands for purpose and sustainability
BRAND ARCHITECTURE
storiessignals
innovation is a mating game
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what is driving a renewed interest in vinyl records?
cultural observation
storysignals
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Urban Outfitters has become the biggest seller of vinyl in the world.
storysignals
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Kiehl’s is a story in grassroots cultural innovationthe best brands don’t advertise (why?)
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session recapknow your place in the action
develop methods that reduce bias
learn what people do over what they say
understand the behavior in context of culture
gain awareness of brands that are getting it right