Design Research MethodsClass #1: Introduction

DO WE REALLY NEED RESEARCH?

Research

Pros Cons

“THE REAL VOYAGE OF

DISCOVERY LIES NOT IN SEEKING

NEW LANDSCAPES BUT IN SEEING

WITH NEW EYES.”

-MARCEL PROUST

Inspirational Research

Motivate Design ©2009

“…just another monkey can use this. At the end of the day, this is a corporate, highly skilled and specialized at what they do…watering down of their hard skill is not well received. You want to remain technically complex, and that is a big element. The moment the work comes into it looking like Expedia...we lose value in our skill.”

Inspirational Research

Ariely, D., The New Economics in the New World . Harvard Business Review July-August 2009

$.14 $.01

$.13 FREE

…gives help 85%of the time

One bystander…

…give help 31%of the time

Five bystanders…

Latane, B., & Darley, J.M. (1968), Group Inhibition of Bystander Intervention in Emergencies. Journal of Personality and Social Psychology, 10, 215-21.

Inspirational Research

Applying Research

Inspirational Research

A CB AC B

45% gave money back14% gave money back

Ariely, D., The New Economics in the New World . Harvard Business Review July-August 2009

Applying Research

“The cable giant Comcast began addressing the customer-revenge problem by using Twitter to respond to problems proactively. The director of digital care, Frank Eliason, discovered that by searching for the word, “Comcast” (or sometimes, “Comcrap”), he could locate unhappy customers who were simply venting to themselves and to their friends, and respond to their problems before they became formal complaints.Ariely, D., The New Economics in the New World . Harvard Business Review July-August 2009

Assignment 1

Find one example of an interesting research finding. Write a 100-200 word summary of the specific finding, why it is inspiring, and how you would apply it.