Designing researchIxDA WaterlooFebruary 24, 2011Dr. Sam LadnerCopernicus Consulting Group
•CreativityThe Four Cs ofDesign                                                                                           ...
market researchdesign research       social theory
market researchdesign research       social theory
Technology designers haveunspoken theories aboutsocial life.
1. Social phenomena can becounted.
“When a company is filledwith engineers, it turns to   engineering to solve       problems.”
“a central role for computationand computational models...to address new spatio-temporal  social questions related to   ch...
1a. I want to predict the likelihoodof something happening.
Another way of thinking ofsocial life...
2. People have experiences.
“This transformation from ‘brute things’ to social objects isperformed mainly by the language     that gives reality a soc...
2a. I want to understand themeanings humans assign topeople, places, things and ideas.
What is your theory?
Qualitative vs. Quantitative                         Quantitative          Qualitative  Role of theory in   Deductive, tes...
•CreativityThe Four Cs ofResearch                                                                                         ...
What do quant researchers     worry about?                         I
really
spend
a
lot
of
I
want
to
know
what
     8me
wo...
In short, quant researchers…• Use numbers to summarize their findings• Aspire to measure concepts accurately• Attempt to pr...
What’s wrong with quant     research?                  Yeah
and
they
treat
people
                   like
they’re
test
tub...
What do qual researchers     worry about?                         I
want
to
describe
the
I
want
to
see
the
world
 context
...
In short, qual researchers…• Use quotes, stories and pictures to  summarize their findings• Aspire to have their participan...
Types of Qualitative ResearchMethods• Observational field research (ethnography;  in situ; participant observation)• Interv...
What’s wrong with qual research?                  Well
good
luck
trying
                   to
re‐create
those
            ...
An example
Mobile phones, work, life
What are the experiences?How many people have them?
@mobileworklife
The compromiseThe choice
About Copernicus‣   Our story: Copernicus proved the Earth revolved around the Sun    -   We prove brands revolve around t...
Designing Research: research methods for interaction designers
Designing Research: research methods for interaction designers
Designing Research: research methods for interaction designers
Designing Research: research methods for interaction designers
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Designing Research: research methods for interaction designers

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A presentation to the Interaction Design Association (Waterloo) on how to design research projects.

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Designing Research: research methods for interaction designers

  1. 1. Designing researchIxDA WaterlooFebruary 24, 2011Dr. Sam LadnerCopernicus Consulting Group
  2. 2. •CreativityThe Four Cs ofDesign •Complexity •Compromise •ChoiceBorja De Mozota, Brigitte. 2003. Design Management: Using Design to Build Value. New York: All Worth Press.
  3. 3. market researchdesign research social theory
  4. 4. market researchdesign research social theory
  5. 5. Technology designers haveunspoken theories aboutsocial life.
  6. 6. 1. Social phenomena can becounted.
  7. 7. “When a company is filledwith engineers, it turns to engineering to solve problems.”
  8. 8. “a central role for computationand computational models...to address new spatio-temporal social questions related to change, trends, duration,
  9. 9. 1a. I want to predict the likelihoodof something happening.
  10. 10. Another way of thinking ofsocial life...
  11. 11. 2. People have experiences.
  12. 12. “This transformation from ‘brute things’ to social objects isperformed mainly by the language that gives reality a social existence.”
  13. 13. 2a. I want to understand themeanings humans assign topeople, places, things and ideas.
  14. 14. What is your theory?
  15. 15. Qualitative vs. Quantitative Quantitative Qualitative Role of theory in Deductive, testing Inductive, research of theory generating theory Ontological Objectivism Constructionism orientation Epistemological Natural science Interpretivism orientation model
  16. 16. •CreativityThe Four Cs ofResearch •ComplexityDesign •Compromise •ChoiceBorja De Mozota, Brigitte. 2003. Design Management: Using Design to Build Value. New York: All Worth Press.
  17. 17. What do quant researchers worry about? I
really
spend
a
lot
of
I
want
to
know
what
 8me
wondering
how
 I
want
to
make
sure
causes
something
else. to
measure
things. others
can
repeat
my
 I
wonder
how
small
pa9erns
 findings. generalize
to
big
pa9erns.
  18. 18. In short, quant researchers…• Use numbers to summarize their findings• Aspire to measure concepts accurately• Attempt to predict the likelihood of any social phenomena• Look for correlations between “variables”• Connect what they count to theory
  19. 19. What’s wrong with quant research? Yeah
and
they
treat
people
 like
they’re
test
tubes
or
 something. It’s
the
way
they
do
things… it
makes
it
hard
for
people
to
 Well
their
research
is
just
so
 see
their
research
as
 sta8c.
Real
life
actually
They
always
seem
to
measure
 relevant
to
them. changes. ar8ficial
things
and
say
 they’re
really
precise.
  20. 20. What do qual researchers worry about? I
want
to
describe
the
I
want
to
see
the
world
 context
in
a
lot
of
 I
really
want
my
through
the
eyes
of
my
 detail.
 I
want
to
show
how
social
 research
approach
to
respondents. change
occurs.
I’m
 be
flexible
and
able
to
 interested
in
how
things
 change. come
to
be.
  21. 21. In short, qual researchers…• Use quotes, stories and pictures to summarize their findings• Aspire to have their participants’ voices heard• Seek “verstehen,” or deep understanding of a phenomenon• Look for patterns and themes• Connect what they see and hear to theory
  22. 22. Types of Qualitative ResearchMethods• Observational field research (ethnography; in situ; participant observation)• Interviewing (one-on-one; dyad; group or focus groups)• Unobtrusive • Discourse analysis • Hermeneutics • Content analysis • Semiotics • Conversation analysis
  23. 23. What’s wrong with qual research? Well
good
luck
trying
 to
re‐create
those
 results! That’s
because
they
oKen
 don’t
tell
you
how
they
did
 You
just
can’t
generalize
it.
 what
that
did. How
am
I
supposed
to
 know
how
many
people
It’s
just
so
subjec8ve.
 have
the
same
 experiences?
  24. 24. An example
  25. 25. Mobile phones, work, life
  26. 26. What are the experiences?How many people have them?
  27. 27. @mobileworklife
  28. 28. The compromiseThe choice
  29. 29. About Copernicus‣ Our story: Copernicus proved the Earth revolved around the Sun - We prove brands revolve around the consumer‣ Our mission: helping you understand a changing social world‣ Founded in 2009‣ 4 core researchers, network of 12 more‣ Highly trained sociologists and anthropologists‣ Expertise in: - medical sociology - sociology of new technologies - economic sociology (money; finances) - sociology of gender and families - cultural anthropology/ethnographic methods

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