research - design or marketing

11 Apr 2007 - 11:39am
7 years ago
6 replies
675 reads
Mark Schraad
2006

I have always purposed research for either marketing efforts, or for design of the product/service. I believe that marketing research and design research ask different questions. Design research fo instance tends to go deeper. I also think that design research can happen prior to and during the design process. I was recently challenged by a college that believe everything prior to the product or project definition is just a variation of marketing research, and design research only happens in stream as testing of potential design solutions.

I find myself wondering what those of you on this list think. How do you define design research? Do you re-purpose marketing research?

Mark

Comments

11 Apr 2007 - 12:21pm
Josh Seiden
2003

I've taken to using this formulation: marketing research investigates how
and why people buy. Design research investigates how and why people use.

It's reductive, but effective with clients.

JS

On 4/11/07, Mark Schraad <mschraad at mac.com> wrote:
>
> [snip]
>
> I find myself wondering what those of you on this list think. How do you
> define design research? Do you re-purpose marketing research?
>
> Mark
>

11 Apr 2007 - 12:44pm
Peter Boersma
2003

Mark wrote:
> I believe that marketing research and design research ask different questions.

If you ask me:
- marketing research is aimed at finding out what messages people are responsive to and why: What should we promise them to have them buy the product or service?
- design research is aimed at finding out what tasks they want to accomplish and why: What should we deliver to make them happy?

The overlap is the underlying question: what drives people?

Peter
--
Peter Boersma | Senior Interaction Designer | Info.nl
http://www.peterboersma.com/blog | http://www.info.nl

11 Apr 2007 - 1:53pm
Desiree Sy
2005

> On 4/11/07, Mark Schraad <mschraad at mac.com> wrote:
> > [snip]
> >
> > I find myself wondering what those of you on this list think. How do you
> > define design research? Do you re-purpose marketing research?
>
Joshua Seiden:
>
> I've taken to using this formulation: marketing research investigates how
> and why people buy. Design research investigates how and why
> people use.

I find that a good gist, Josh.

>From a data-gathering perspective, what I find is that marketing data is
primarily opinions, whereas design research requires eliciting behavioural
data.

-Desirée

11 Apr 2007 - 2:56pm
Marc Rettig
2004

Hello all,
Here is an extract from slides we used to address this issue with a client.
Without the fancy formatting (this works better as two side-by-side columns,
but I'll be a good plain text neighbor)....

MARKET RESEARCH VS. DESIGN RESEARCH (OVERSIMPLIFIED)
Market research typically aggregates data across large numbers of people.

Design research typically dives deep into the lives of a smaller number of
people.

Market research typically gathers data from a distance.
Design research typically gathers data in person, usually in context.

Market research typically attempts to answer questions of general trends,
differences across a large group, general attitudes and preferences.
Design research typically attempts to reveal latent, unspoken or masked
needs and desires; can reveal emotions and psycho-cultural aspects; attempts
to get at the “why” behind attitudes and preferences.

Market research typically relies on what people say.
Design research typically relies on what people say, do, and make.

Market research is typically used to inform messaging, marketing strategy,
and business priorities.
Design research is typically used to generate new questions and
possibilities, and to guide the form and behavior of new and existing
products. [Rettig's nit on this point: design *methods* are excellent tools
for all of these purposes.]

Market research is typically judged by relevance, statistical validity and
quality of analysis.
Design research is typically judged by relevance, rigor and depth of
methods, and quality of analysis.

Market research may reveal areas worthy of exploration through design
research.
Design research may reveal patterns or implications worthy of validation
through market research.

. . . .
To answer one of the original questions directly: while I have sometimes
found market research to be useful to bring focus to a design research
effort, I have almost always found it to be utterly useless for actually
informing design. That's not its purpose, and "re-purposing" is a fairly
sure path to lame results.

Cheers,
Marc Rettig

. . . . . . . . . . . . . . . . . .
Marc Rettig
Fit Associates, LLC

-----Original Message-----
From: discuss-bounces at lists.interactiondesigners.com
[mailto:discuss-bounces at lists.interactiondesigners.com] On Behalf Of Desirée
Sy
Sent: Wednesday, April 11, 2007 3:53 PM
To: discuss at ixda.org
Subject: Re: [IxDA Discuss] research - design or marketing

> On 4/11/07, Mark Schraad <mschraad at mac.com> wrote:
> > [snip]
> >
> > I find myself wondering what those of you on this list think. How do you
> > define design research? Do you re-purpose marketing research?
>

--
No virus found in this outgoing message.
Checked by AVG Free Edition.
Version: 7.5.446 / Virus Database: 269.2.0/756 - Release Date: 4/10/2007
10:44 PM

11 Apr 2007 - 5:36pm
Steve Baty
2009

Mark,

I don't think you can categorise the two as being so distinctly different
since the two (product/service marketing & product/service design) share a
great deal of overlap depending on the definitions used. In that sense, I
disagree with Peter's definitions where marketing seems to equal advertising
message.

There is an accepted definition for marketing which encompasses what we
would recognise as experience design. In that context your colleague is
close to the mark, however even today many marketing departments would
operate along the lines defined by Joshua and Peter. So in practical terms,
they're talking about exceptional circumstances only.

As for my own definitions: I tend to see marketing research as an
investigation of a problem (definition, scope etc); design research is an
investigation of possible solutions.

Regards
Steve

On 12/04/07, Mark Schraad <mschraad at mac.com> wrote:
>
> I was recently challenged by a college that believe everything prior to
> the product or project definition is just a variation of marketing research,
> and design research only happens in stream as testing of potential design
> solutions.
>
> Mark
>

----------------------------------------------
Steve 'Doc' Baty B.Sc (Maths), M.EC, MBA
Director, User Experience Strategy
Red Square
P: +612 8289 4930
M: +61 417 061 292

Member, UPA - www.upassoc.org
Member, IxDA - www.ixda.org
Member, Web Standards Group - www.webstandardsgroup.org

15 Apr 2007 - 5:31pm
Steve Baty
2009

Peter,

Marketing texts will tend to refer to the design of the 'whole' product
rather than 'experience design', however the concepts are largely identical.

A general reference which shows I'm not a crack-pot ( :-) :
http://en.wikipedia.org/wiki/Experience_design
And this book:
http://www.amazon.com/Making-Meaning-Successful-Businesses-Experiences/dp/0321374096/ref=sr_1_1/104-6165961-9049557?ie=UTF8&s=books&qid=1176679596&sr=1-1

...as two examples to demonstrate the association between marketing and
experience design. However, I won't attest to the quality of the individual
resources.

Cheers,

Steve

On 16/04/07, Peter Boersma <peter at peterboersma.com> wrote:

> Healthy criticism is good :-) Thanks.
> Could you point me to a resource where marketing is defined to include
> experience design?
>
> Peter
>

----------------------------------------------
Steve 'Doc' Baty B.Sc (Maths), M.EC, MBA
Director, User Experience Strategy
Red Square
P: +612 8289 4930
M: +61 417 061 292

Member, UPA - www.upassoc.org
Member, IxDA - www.ixda.org
Member, Web Standards Group - www.webstandardsgroup.org

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