Qualitative Methods

“How costumers choose can make or break a company, an institution or an induvidual artesan.”

A designer researcher role is idendifying, obersving and interpreting human behaviors and attitudes towards design.

Qualitative Methods:

Focus Groups

• Tradicional focus groups
• Mini focus groups* – A group of 6 to 8 consumers (occasio9nally fewer) who are led in a tightly scripted discussion by a trained moderator, usually 1 to 2 hours long, primarily recommended to generate ideas and/or expand understanding without needing to reach consensus. Not suitable for sensitive subject or where responses are related to personal or professional status. Provide opportunity for deeper discussions and queestioning that is more specifically tailored to each person in the group.
• 1-on-1 interviews* – One person interviewed by a researcher who is following a tightly scripted guide or a loose outline, usually lasting 20 minutes to 1 hour or more. Ideal for learning how each person feels and thinks about a topic or design, without third parties interference.
• Dyads
• Super Groups
• Triads
• Party groups
• Online discussion groups

Ethnography

• Field ethnography
• Digital ethnography
• Photo ethnography
• Ethnofuturism
• “Real world” ethnographic enactmets
• Personas

Participatory Methods

• Development panel*
• In-home placement

Use of Qualitative Methods on my People Procject: Timeline

• Focus Groups: 1-on-1 Interviews
• Ethnography: Field Ethnography
• Participatory Methods: Development Panel