Design research projects are often framed around specific objectives, for
example, product initiatives or marketing strategies. Due to limited budgets
and tight timeframes, most design research projects are narrowly focused,
isolated inquiries into specific activities, products, services or phases of the
development process. An ethnographic approach to design research can
provide a holistic understanding of users, their routines, motivations, and
beliefs that extend beyond the original research intent and provide a much
broader view on customer needs and business opportunities. Learning to
extend the utility of research data beyond the scope of the initial project can
become a great organizational asset – one that grows over time.
Using examples from recent projects that utilized data from previous
research, this paper discusses ways to stretch the value of ethnographic
data beyond its original intent, making it “evergreen.” It examines how well
focused research objectives, rigorous data collection, and systematic coding
can create a “wellspring of knowledge” to which an organization can
repeatedly return. Moreover, this paper addresses the important changes to
corporate culture and work processes that are vital to maximizing the value
of design research.
DRS 2012 Bangkok
example, product initiatives or marketing strategies. Due to limited budgets
and tight timeframes, most design research projects are narrowly focused,
isolated inquiries into specific activities, products, services or phases of the
development process. An ethnographic approach to design research can
provide a holistic understanding of users, their routines, motivations, and
beliefs that extend beyond the original research intent and provide a much
broader view on customer needs and business opportunities. Learning to
extend the utility of research data beyond the scope of the initial project can
become a great organizational asset – one that grows over time.
Using examples from recent projects that utilized data from previous
research, this paper discusses ways to stretch the value of ethnographic
data beyond its original intent, making it “evergreen.” It examines how well
focused research objectives, rigorous data collection, and systematic coding
can create a “wellspring of knowledge” to which an organization can
repeatedly return. Moreover, this paper addresses the important changes to
corporate culture and work processes that are vital to maximizing the value
of design research.
DRS 2012 Bangkok
