A Designers Guide to Researchby Ron Newman

Sometimes I am led to think that research into customer behaviour is almost anti design taking away the intuitive thinking of the designer who responds to a well thought out design brief or a perceived need; sometimes I think that if we just respond to what the customer thinks he or she wants then there will be no new ideas because customers are renowned for only thinking in the context of what already exists. In this lecture I wish to cause you to think about consumer research and how it does or does not drive design.

We constantly come across consumer research that may or may not be flawed and as designers we will have to find our way through it, Recently I found: Consumer Research Roundup: 7 Studies Explaining Why You Buy, Why You Have No Free Time, and Why a Designer Good Purchase Can Snowball: theories as to why the layout of IKEA stores is so damn confusing, and why the presence of a Walmart in a neighbourhood may have caused the locals to gain weight.

We are told that studies indicate that … Walmart makes you fat. Two economists traced a decade’s worth of health and population data (between 1996 and 2005), and found that the opening of a Walmart supercenter coincided with a weight gain of 1.5 pounds for the average person living nearby, and the obesity rate rose 2.3%. (One question: How much did the overall obesity rate go up during that same time period?)

We are told that studies indicate that … The “last-name effect” makes one more eager to buy. If a surname begins with an end of the alphabet letter (R to Z), then these people have become accustomed to standing on the back of the line since grade school. Research indicates the result of this wait-your-turn, there are consumers who have never gotten over the feeling of losing out and not getting first pick, who decide to purchase goods much faster with less thought than their early-in-the-alphabet counterparts.

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We are told that studies indicate that … IKEA is designed to be confusing—to spur on impulse buying. UK theories say that the zig-zagging, maze-like design of IKEA stores is intentionally confusing. Picture the typical IKEA customer who stumbles upon an item that seems somewhat interesting. Scared that they will never be able to find their way back through the maze and find the item later, they pick it up even before being sure they really want it. That’s exactly what IKEA wants to happen.

We are told that studies indicate that … The more you earn, the more you feel pressed for time. People don’t necessarily feel rushed based strictly on the ratio of hours worked versus free time. Instead, studies show that a rise in income generally coincides with a rise in time pressure, and it’s not just because people who make more have to work more; because sometimes, they don’t. The idea is that as people earn more, they value their time more, and therefore they’re more likely to get stressed about a lack of time.

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We are told that studies indicate that … High-end logos sales actually grew more prominent during the recession. The widespread assumption was that flashy, conspicuous consumer behavior was distasteful during the heart of the recession. A more subdued approach was called for! However between January 2008 and May 2009, Gucci and Louis Vuitton made the brand logos on their handbags even more pronounced and identifiable, according to marketing researchers who undertook a study.

We are told that studies indicate that … You will spend money to gain social acceptance. In a series of experiments, participants who felt socially ostracized were more likely to buy goods that made them feel like part of a group, such as a school spirit wristband. When paired with a partner, those who had been made to feel socially excluded were also more apt to buy whatever the partner wanted to buy.Read more: http://business.time.com/2011/02/28/consumer-research-roundup-7-studies-explaining-why-you-buy-why-you-have-no-free-time-and-why-a-designer-good-purchase-can-snowball/#ixzz2PwCfdRfg

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This lecture on Research of the consumer and consumer market is broadly based on a paper written by Scott Young, President of Perception Research Services in New Jersey, USA. Scott Young regularly authors articles on packaging and point-of-sale research for publications such as Brand Packaging, Package Design, Marketing at Retail and The Design Management Journal.

Scott Young believes that to too many designers, the word "research" conjures up visions of their work dissected by housewives turned art directors - or being buried in a mind - numbing sea of numbers and data tables. However, Scott believes as marketers recognise the power of design, consumer research is playing a larger role in the development and assessment of all forms of design, from packaging and point - of - purchase to direct mail, logos and Websites.

In fact, many designers are realising that documenting the value of their work (via consumer feedback) is critical to earning the respect, recognition (and income) they deserve. Unfortunately, many researchers have limited experience in working with design - and are unable to provide designers with the actionable, constructive feedback they need. With this problem in mind, Scott offers several observations and suggestions for insuring accurate, insightful consumer feedback.

Mistakes that often compromise the value of research: Using Research Only as a "Disaster Check" Far too often, customer research is used only as a "disaster check" before investing in a new design system, rather than a source of insight and guidance throughout the design process. Actionable research should take place prior to creative work. Better understanding of consumers’ priorities and shopping patterns - the strengths and limitations of current designs can clarify objectives.

Mistakes that often compromise the value of research: Using Focus Groups to Make Final Decisions While focus groups are much maligned, they remain the fastest, most cost-efficient way to speak with consumers. They also have several advantages relative to surveys, in that they offer a "hands-on" experience for designers (via one-way mirror) - and the flexibility to discuss many design alternatives and communication issues. For these reasons, focus groups will always remain popular.

Mistakes that often compromise the value of research: Using Focus Groups to Make Final Decisions Unfortunately, focus groups are often misused to make final assessments and "go/no-go" design decisions. This is a mistake, due to the relatively small number of customers involved and the nature of the focus group setting. By definition, focus groups involve forced, extended exposure to designs outside the context in which they will appear in real life.

Mistakes that often compromise the value of research: Using Focus Groups to Make Final Decisions Scott Young gives the example of focus group participants who consistently praised an attractive new package for a leading brand of vinegar. When the new packaging hit the stores, sales dropped immediately and sharply. Studies revealed shoppers had difficulty finding the new package on shelves, and many loyal users mistakenly believed the new design indicated an unwanted change in the product itself.

Positive measures to realise the value of research: Guidelines for Effective Design Research Given the need for survey research, Scott Young says the challenge is to insure that research provides accurate, insightful and actionable feedback. Certainly, there is not a single "formula" for doing so. Research programs should be customised to address specific marketing and design objectives - rather than "forcing" each design into a standardised methodology and set of measures.

Positive measures to realise the value of research: Representative Design Stimulus The quickest way to kill a good idea is to show it to consumers before its time. Designers are often forced to submit rough sketches for use in quantitative studies, with predictable (i.e. negative) results. This is also an enormous challenge in research related to structural design, as the cost of making functional prototypes or simulating retail environments is often prohibitive.

Positive measures to realise the value of research: Representative Design Stimulus Computer - based design stimulus does not always provide acceptable resolution and colour fidelity. While there aren't any easy solutions, it is important that designers work with clients and researchers to ensure that the stimulus "does justice" to their concepts. It is better to have agreed design stimulus before the study than a disputed and/or misleading findings.

Positive measures to realise the value of research: A Monadic Research Design (Avoid "Beauty Contests") The most accurate findings and insights come from monadic studies, in which each person is shown only one design option for a product or brand - and responses from the people who saw Design A are later compared to those from people who saw Design B or Design C. "Beauty contests” in which several design options are shown and compared don’t work.

Positive measures to realise the value of research: A Monadic Research Design (Avoid "Beauty Contests") When people see several designs for the same brand, they tend to lose their perspective as consumers evaluating brands and products; and instead simply pick the most attractive design. Unfortunately, the most attractive design system is not always the most effective design, as it may fail to communicate key product benefits and/or reflect desired brand imagery.

Positive measures to realise the value of research: Measures of Visibility and Consideration In nearly all instances, designers are given a fixed amount of space and challenged to create materials which gain and hold consumers’ attention. This first hurdle, gaining consideration, should not be taken for granted. Scott Young’s research indicates people typically spend under 10 seconds at most grocery categories, and typically fail to see and consider over 1/3 of the brands in each category.

Positive measures to realise the value of research: Measures of Visibility and Consideration For a design system to be effective, it must break through clutter (a crowded shelf, a group of signs, a series of products), hold attention long enough to give a message. Design research has to involve behavioural research. Forcing people to consider a design and asking their opinion fails to account for the reality of the viewing experience, and only gets half of the communication story.

Positive measures to realise the value of research: Actionable Diagnostic Guidance Research should assist design rather than merely assess it. It is a mistake to reduce research to a "scorecard" of pre-determined standards, to replace a comprehensive study with "simulated shopping.” Young found comprehensive studies addressing "hurdles" to effective design (visibility, aesthetic appeal, design attributes, brand perceptions) likely to identify diagnostic guidance for "fine-tuning" designs.

Positive measures to realise the value of research: Using Design Research as a Source of Competitive Advantage While few designers question the value of speaking with consumers, only a few designers have a full, systematic commitment to research. Consumer insight remains one way in which designers can distinguish themselves from competitors, enhancing and documenting the effectiveness of their work.

Positive measures to realise the value of research: View Research as a Resource, Rather than a Threat The key to using research constructively is gathering consumer feedback throughout the design process. For some designers, this means exploring pre-design research and qualitative research early in the design process. For others, it involves moving beyond focus groups, to gather the insights which only survey research can provide.

Positive measures to realise the value of research: Incorporate Research within Project Planning Finally, Scott Young says the major barrier to conducting research properly is frequently timing, rather than budget constraints. If research is not built into design schedules from the beginning, it is rare that clients can find the 3 to 4 weeks needed for a study. Coordinating research from the beginning, to incorporate research into proposals and project timelines, is critical to using research effectively.

And so the previous pages offer some summaries into how design research is approached in the market place and it is clear that the role of consumer research is still much argued and that there are differing views on the accuracy of the outcomes of the research. What is not in doubt is that a design brief informed by a real understanding of the market requirements will always help the designer to a better result.

A Designers Guide to Researchby Ron Newman