Designing Research: Start With Understanding the Research Categories.

Research shouldn’t be haphazard.  There should be a plan and a design for conducting it, not a rough idea of how things should be done.  Every detail matters, and it begins with breaking the plan down by understanding what type of research needs to take place, when it needs to take place and how it will be used.  A design is used to structure the research, to show how all of the major parts of the research project — the samples or groups, measures, treatments or programs, and methods of assignment — work together to try to address the central research questions.

All good messaging begins with understanding what makes your customers tick on a rational and emotional level. We approach research with four phases in mind:

  • Study and Learn – This is due diligence work.  It can be used to prep before doing more involved, primary research or once a campaign, product, etc. has been launched.
  • Explore – This is where you find unmet needs, subtleties of behavior, patterns of consumption and all of that information that leads to breakthrough innovation and insights.  These are the most time intensive processes, but are the most powerful for understanding the right questions to ask and the right solutions to provide.
  • Create and Execute – this is the creative stage, where you have assumptions and hypotheses to work from.  These methods push to understand individual motivations and perceptions (not necessarily reality, but what people believe).
  • Test It – This is the nuts and bolts phase, when the creation phase has effectively come to a close and it’s time to make sure all the details are in place. This stage is crucial to a solid execution.  It also identifies any pieces of the puzzle that may have been overlooked.
Advertisements

Published by gavinjohnston67

Take an ex-chef who’s now a full-fledge anthropologist and set him free to conduct qualitative research, ethnography, brand positioning, strategy and sociolinguistics studies and you have Gavin. He is committed to understand design and business problems by looking at them through an anthropological lens. He believes deeply in turning research findings into actionable results that provide solid business strategies and design ideas. It's not an insight until you do something with it. With over 18 years of experience in strategy, research, and communications, he has done research worldwide for a diverse set of clients within retail, legal, banking, automotive, telecommunications, health care and consumer products industries.

Leave a comment

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out /  Change )

Google photo

You are commenting using your Google account. Log Out /  Change )

Twitter picture

You are commenting using your Twitter account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )

Connecting to %s

%d bloggers like this: