This document outlines a project partnership between SIMC and Design Horse that aims to familiarize participants with visual research tools. It discusses using these tools to gather information, analyze data, and develop solutions. The partnership will involve sessions taught by industry experts focusing on individual visual research tools, including location (L), alphabet (A), time (T), category (C), and hierarchy (H). Participants will apply these tools to a project and produce an outcome. The goal is for participants to gain experience with visual research methods that can help generate new ideas and communication solutions.

1. Good Design-Thinking is Good Business | Dharam Mentor
SIMC + Design Horse
PROJECT PARTNERSHIP
This project partnership aims to get familiar with ‘Visual
Research’ tools, practice them with industry experts, and
produce the outcome.
Research is an essential component of the innovation and
creative field to generate new ideas and solutions. Hence
gaining mastery over ‘Visual Research’ surely helps you
achieve more remarkable results while coming up with
communication ideas and brand solutions.
S E S S I O N
2

2. Good Design-Thinking is Good Business | Dharam Mentor
Design Horse is more than happy to share knowledge on
the ‘Visual Research’ tool. It has extensively employed
the ‘Visual Research tool on our various projects and has
seen promising results. We would be eager to share our
experiential knowledge of the tool and how this tool helps
organize and analyze the data and even helps to produce
brand communication solutions.
Rekha Shah and Dharam Mentor are two industry experts
from Design Horse who will be engaging with this program
and imparting their experiential knowledge.
https://www.designhorse.in/people/dharam-mentor
https://www.designhorse.in/people/rekha-shah

3. Good Design-Thinking is Good Business | Dharam Mentor
Research is to see
what everybody else has seen,
and think what nobody has
thought.
Albert Szent-Gyorgyi,
Nobel Prize winner

4. Good Design-Thinking is Good Business | Dharam Mentor
Visual Research
tools
Visual Research methodologies are applied to
understand and decipher images and include
photography, video, drawing, film, collage, sculpture,
artwork, graffiti, advertising, painting, and cartoons.
Visual research methodology is a new and
innovative approach to qualitative research
originated from traditional ethnography methods
used in anthropology.
Recently, there has been an interest in using visual
methods in qualitative research. They add value to
research by bringing another dimension, capturing
rich, multidimensional data, and adding valuable
insights into participants’ everyday worlds.

5. Good Design-Thinking is Good Business | Dharam Mentor
Researchers use visual research methods
to create knowledge, becoming frequently
recognized as advantageous in innovation, brand
creation, and brand communication.
Visual methodologies are a collection of methods
used to understand and interpret images. These
methods have been used for a long time in
anthropology; yet, they are a comparatively new way
to research most disciplines, especially the brand
communication field.

6. Good Design-Thinking is Good Business | Dharam Mentor
L. A. T. C. H.
tools
L. A. T. C. H. tool means of organizing information.
It can be organized by location, alphabet, time,
category, or hierarchy. They are the framework upon
which reports, books, conversations, exhibitions,
directories, conventions, and even brand/advertising
communication are arranged.
L – Location; organizing information based on place
or space.
A – Alphabetical; a good way of organizing
information in Alphabetical order
T – Time; as in timelines, life span, based
information organization
L.A.T.C.H. was a term created by
Richard Saul Wurman.

7. Good Design-Thinking is Good Business | Dharam Mentor
C – Category; organizing information based on
category
H – Hierarchy; organizing information based on
primary, secondary, and tertiary hierarchy
We already apply these modes almost
subconsciously in many ways. Most of us create our
financial rezcords first by time, then by category
when we figure our IT return. But it is only the
conscious awareness of these methods that will add
value and help you see new insights.
Understanding the structure and organization of
data allows you to extract value from it.

8. Good Design-Thinking is Good Business | Dharam Mentor
Calendar
Eight sessions
SIMC + Design Horse
PROJECT PARTNERSHIP

9. Good Design-Thinking is Good Business | Dharam Mentor
Submit assignment
before 10:30 pm coming
Wednesday
Submit assignment
before 10:30 pm coming
Wednesday
Submit assignment
before 10:30 pm coming
Wednesday
Submit assignment
before 10:30 pm coming
Wednesday
Introduction
Visual Research
In-depth session on the tool
L - Location
In-depth session on the tool
C - Category
In-depth session on the tool
A - Alphabet
In-depth session on the tool
H - Hierarchy
In-depth session on the tool
T - Time
Conclusion session
Friday 16, April
3:00pm to 4:00
Friday 7, May
3:00pm to 4:00
Friday 23, April
3:00pm to 4:00
Friday 14, May
3:00pm to 4:00
Friday 30, April
3:00pm to 4:00
Friday 21, May
3:00pm to 4:00
Topic
April 2021
May 2021
Day/Time Assignment Submission
Calendar Eight sessions
S E S S I O N
2

10. Good Design-Thinking is Good Business | Dharam Mentor
Introduction
Visual Research
recap
Submit assignment
before 10:30 pm
coming Wednesday
Friday 16, April
3:00pm to 4:00

11. Good Design-Thinking is Good Business | Dharam Mentor
Data
Collection Tools/
Methodologies
Data
Analysis &
Synthesis Tools
Solutions
Ideating Tools/
Methodologies
STAGE 1:
Gather Information
STAGE 2:
Arrive at insight
STAGE 3:
Create solutions
Data Knowledge Solutions
Secondary research/
Secondary Sources
FACTUAL
Museums / Archives
Newspapers / magazines /
articles
Published interviews
Films / TV broadcasts
Theatre / Radio
Transcripts / Scripts
Books / Journals / Music
Published surveys
Statistics
Lectures / debates
Conferences
Internet
VISUAL
Exhibitions
Photos from magazines, net
newspapers, journals, books,
leaflets, the internet etc
Work by designers/artists
Printed maps/ephemera
Found photography
Found or bought postcards /
drawings/tickets
catalogues
Pamphlets / publications
Image stills from films / TV
Architecture
Primary research/
Primary Sources
FACTUAL
Previous Knowledge / opinion
/ memory
Observation
Conversation
Trends / competition
Role-play
Interviews
Surveys / Questionnaire
Focus Group
Seminar Group
Diaries / commissioned video
Ethnography / Immersive
hanging out
VISUAL
Drawing
Photographing
Analogous artifacts
Media experimentation / digital
/ 2D / 3D
Rubbings/casts
Typographic Play
Compositional experimentation
Image manipulation
Photocopying
Video / Sound recording
Writing
Collage
SIMC + Design Horse project partnership aims to
get familiar with these visual research tools, practice
them on a project, and produce the outcome.

12. Good Design-Thinking is Good Business | Dharam Mentor

13. Good Design-Thinking is Good Business | Dharam Mentor

14. Good Design-Thinking is Good Business | Dharam Mentor

15. Good Design-Thinking is Good Business | Dharam Mentor

16. Good Design-Thinking is Good Business | Dharam Mentor

17. Good Design-Thinking is Good Business | Dharam Mentor

18. Good Design-Thinking is Good Business | Dharam Mentor

19. Good Design-Thinking is Good Business | Dharam Mentor
Typology / LATCH
5 Whys
SWOT
Denotation & Connotation
Semiotic
Rhetoric
Tone & personality
Scoping Exercises
Insights / POD
Brand Dimension
Positioning
Empathy mapping
Living Brand - Idea
Data
Collection Tools/
Methodologies
Solutions
Ideating Tools/
Methodologies
STAGE 1:
Gather Information
STAGE 2:
Arrive at insight
STAGE 3:
Create solutions
Data
Analysis &
Synthesis Tools
Data Knowledge Solutions
Secondary research/
Secondary Sources
FACTUAL
Museums / Archives
Newspapers / magazines /
articles
Published interviews
Films / TV broadcasts
Theatre / Radio
Transcripts / Scripts
Books / Journals / Music
Published surveys
Statistics
Lectures / debates
Conferences
Internet
VISUAL
Exhibitions
Images from net
newspapers, journals, books,
leaflets, the internet etc
Work by designers/artists
Printed maps/ephemera
Found photography
Found or bought postcards /
drawings/tickets
catalogues
Pamphlets / publications
Image stills from films / TV
Architecture
Primary research/
Primary Sources
FACTUAL
Previous Knowledge / opinion
/ memory
Observation
Conversation
Trends / competition
Role-play
Interviews
Surveys / Questionnaire
Focus Group
Seminar Group
Diaries / commissioned video
Ethnography / Immersive
hanging out
VISUAL
Drawing
Photographing
Analogous artifacts
Media experimentation / digital
/ 2D / 3D
Rubbings/casts
Typographic Play
Compositional experimentation
Image manipulation
Photocopying
Video / Sound recording
Writing
Collage

20. Good Design-Thinking is Good Business | Dharam Mentor
Data
Collection Tools/
Methodologies
Solutions
Ideating Tools/
Methodologies
STAGE 1:
Gather Information
STAGE 2:
Arrive at insight
STAGE 3:
Create solutions
Data
Analysis &
Synthesis Tools
Data Knowledge Solutions

21. Good Design-Thinking is Good Business | Dharam Mentor
Introduction
L A T C H tool:
Submit assignment
before 10:30 pm
coming Wednesday
Friday 16, April
3:00pm to 4:00
Analysis
andsynthesis
tools

22. Good Design-Thinking is Good Business | Dharam Mentor
LATCH
tool
Location
Alphabet
Time
Category
Hierarchy
It is an
organisational
tool.

23. Good Design-Thinking is Good Business | Dharam Mentor
LATCH
tool
Location
Alphabet
Time
Category
Hierarchy
It is an
organisational
tool.

24. Good Design-Thinking is Good Business | Dharam Mentor
examples
A-Alphabet

25. Good Design-Thinking is Good Business | Dharam Mentor

26. Good Design-Thinking is Good Business | Dharam Mentor

27. Good Design-Thinking is Good Business | Dharam Mentor

28. Good Design-Thinking is Good Business | Dharam Mentor

29. Good Design-Thinking is Good Business | Dharam Mentor

30. Good Design-Thinking is Good Business | Dharam Mentor

31. Good Design-Thinking is Good Business | Dharam Mentor

32. Good Design-Thinking is Good Business | Dharam Mentor

33. Good Design-Thinking is Good Business | Dharam Mentor

34. Good Design-Thinking is Good Business | Dharam Mentor

35. Good Design-Thinking is Good Business | Dharam Mentor

36. Good Design-Thinking is Good Business | Dharam Mentor

37. Good Design-Thinking is Good Business | Dharam Mentor

38. Good Design-Thinking is Good Business | Dharam Mentor

39. Good Design-Thinking is Good Business | Dharam Mentor

40. Good Design-Thinking is Good Business | Dharam Mentor

41. Good Design-Thinking is Good Business | Dharam Mentor

42. Good Design-Thinking is Good Business | Dharam Mentor

43. Good Design-Thinking is Good Business | Dharam Mentor

44. Good Design-Thinking is Good Business | Dharam Mentor

45. Good Design-Thinking is Good Business | Dharam Mentor

46. Good Design-Thinking is Good Business | Dharam Mentor

47. Good Design-Thinking is Good Business | Dharam Mentor

48. Good Design-Thinking is Good Business | Dharam Mentor
The current Amazon logo depicts the
absolute message that they sell everything
from A to Z.
In addition to that, the arrow below the
wordmark visualizes the smile.

49. Good Design-Thinking is Good Business | Dharam Mentor
Color names starting with Alphabetical order:
https://sewguide.com/color-names-in-fashion/#color_
names_starting_with_a

50. Good Design-Thinking is Good Business | Dharam Mentor

51. Good Design-Thinking is Good Business | Dharam Mentor

52. Good Design-Thinking is Good Business | Dharam Mentor
Last week
assignment review:

53. Good Design-Thinking is Good Business | Dharam Mentor

54. Good Design-Thinking is Good Business | Dharam Mentor
I like the idea of
Traveling number of Location and memories connection
(meaning-making) part of it...
we are meaning-makers

55. Good Design-Thinking is Good Business | Dharam Mentor

56. Good Design-Thinking is Good Business | Dharam Mentor

57. Good Design-Thinking is Good Business | Dharam Mentor

58. Good Design-Thinking is Good Business | Dharam Mentor
More Lucky
More Exposure
More Memory
etc
Less Lucky
Less Exposure
Less Memory
etc

59. Good Design-Thinking is Good Business | Dharam Mentor

60. Good Design-Thinking is Good Business | Dharam Mentor
I like the contrast,
the idea of two cities comparison

61. Good Design-Thinking is Good Business | Dharam Mentor
I like the contrast,
the idea of two geographical presentation through clothing

62. Good Design-Thinking is Good Business | Dharam Mentor

63. Good Design-Thinking is Good Business | Dharam Mentor
I like the contrast,
the idea of hill and office.

64. Good Design-Thinking is Good Business | Dharam Mentor
T-shirt as a canvas to
represent location

65. Good Design-Thinking is Good Business | Dharam Mentor

66. Good Design-Thinking is Good Business | Dharam Mentor

67. Good Design-Thinking is Good Business | Dharam Mentor

68. Good Design-Thinking is Good Business | Dharam Mentor

69. Good Design-Thinking is Good Business | Dharam Mentor

70. Good Design-Thinking is Good Business | Dharam Mentor

71. Good Design-Thinking is Good Business | Dharam Mentor

72. Good Design-Thinking is Good Business | Dharam Mentor
An interesting Idea
connecting a brand with its head office location

73. Good Design-Thinking is Good Business | Dharam Mentor

74. Good Design-Thinking is Good Business | Dharam Mentor

75. Good Design-Thinking is Good Business | Dharam Mentor
Wardrobe = Worldrobe
a good concept:
taken to the next step

76. Good Design-Thinking is Good Business | Dharam Mentor

77. Good Design-Thinking is Good Business | Dharam Mentor

78. Good Design-Thinking is Good Business | Dharam Mentor

79. Good Design-Thinking is Good Business | Dharam Mentor
Assignment L - Location:

80. Good Design-Thinking is Good Business | Dharam Mentor

81. Good Design-Thinking is Good Business | Dharam Mentor

82. Good Design-Thinking is Good Business | Dharam Mentor
Research is to see
what everybody else has seen,
and think what nobody has
thought.

83. Good Design-Thinking is Good Business | Dharam Mentor

84. Good Design-Thinking is Good Business | Dharam Mentor

85. Good Design-Thinking is Good Business | Dharam Mentor

86. Good Design-Thinking is Good Business | Dharam Mentor
Research is to see
what everybody else has seen,
and think what nobody has
thought.

87. Good Design-Thinking is Good Business | Dharam Mentor
Visual Research
exercise:

88. Good Design-Thinking is Good Business | Dharam Mentor

89. Good Design-Thinking is Good Business | Dharam Mentor
Research is to see
what everybody else has seen,
and think what nobody has
thought.

90. Good Design-Thinking is Good Business | Dharam Mentor
Location Mapping:
Field trip -
to Earth core to Moon to Mars to Galaxy
Research is to see
what everybody else has seen,
and think what nobody has
thought.

91. Good Design-Thinking is Good Business | Dharam Mentor
Location Mapping:
Field trip -
to Earth core to Moon to Mars to Galaxy
Research is to see
what everybody else has seen,
and think what nobody has
thought.

92. Good Design-Thinking is Good Business | Dharam Mentor
Research is to see
what everybody else has seen,
and think what nobody has
thought.
https://www.youtube.com/watch?v=FIS_JkNnCeI

93. Good Design-Thinking is Good Business | Dharam Mentor
Assignment:
Submit assignment
before 10:30 pm
following Wednesday

94. Good Design-Thinking is Good Business | Dharam Mentor
1. Photograph your (wardrobe) clothes, accessories.
2. Photograph found objects
3. Photograph a places
4. Collect images on fashion brands
5. Collect Images on Denim wear
6. Collect Images on traveling
Assignment:
Friday 16 April : L- Location Assignment
Friday 30 April : T-time Assignment
Friday 23 April : A-Alphabet Assignment
Friday 7 May : C-Category Assignment
Friday 14 May : H-Hierarchy Assignment
Submit assignment before 10:30 pm following Wednesday
Submit assignment before 10:30 pm following Wednesday
Submit assignment before 10:30 pm following Wednesday
Submit assignment before 10:30 pm following Wednesday
Organize six types of
data according to the
respective tool

95. Good Design-Thinking is Good Business | Dharam Mentor
Thank
you