i believe passionately that research can help us reach a better understanding of people - thier needs, desires, habits and perceptions - and that this will lead to better design decisions about how things get designed and put into the world.
how can you find out what is going to matter to people if it doesn't exist yet? how do you discover what kind of people might use it?
effective research is not just about analysis of objective evidence - there isn't any directly applicable data anyway; it's also about the synthesis of evidence, recognition of emergent patterns, empathic connection to people's motivations and behaviours, exploration of analogies and extreme cases, and intuive interpretation of information and impressions from multiple sources.
design research both inspires and informs intuition through a variety of methods with related intents; to expose patterns underlying the rich reality of people's behaviours and experiences, to explore reactions to probes and prototypes, and to shed light on the unknown through iterative hypothesis and experiment.
motivated. curious to explore.
getting out of the studio, being where customers are, becoming aware of and sensitive to social trends and the broad ecology of stakeholders.
generative: gaining insights and opportunities - research that provides human- centered insight, revealing new ways of framing opportunities and inspiring new ideas. possible new offerings are informed and inspired by in -depth understanding of people's aspirations, attitudes, behaviours, emotions, perceptions, processes, and motivations within their prevailing and evolving social, cultural, and technology context.
evaluative or formative: learning and refining - research that provides continual learning throughout the process to determine the what, how and to whom of the offering.
predictive: estimating potential - research that helps to estimate the scale and potential of an opportunity even when most variables are unknown.
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