Design 9.4

• Market Research


  Market research is an essential aspect of designing successful products. Careful and through market research helps designers determine the market potential and economic trends, as well as the key characteristics of their target market.
• Types of Data


  Designers use a range of data types to conduct their research. Each type of data has applications, advantages and drawbacks; As such, it is import to understand the differences, and how they can be used to drive design decisions.

  • Qualitative and Quantitative Data
  • Primary and Secondary Data
• Quantitative Data


  Data that be recorded as a number of value. This is data that measures the physical properties of a design, or user's needs or performance requirements.
• QualitativeData


  Data abut the quality or aspect of the thing being measured. Usually, for designers, this is data about how something looks or feels, what people think or feel about it, or what people’s opinions are. 
• Primary Data


  Collected from first-hand experience and observation. Examples include:

  • user surveys
  • user trials and observation
• Secondary data


  Collected by others. 

  • ergonomic tables and databases
  • demographic data
• Purpose of market research

  Market research helps the designer build an understanding of the market and users, with the goal of identifying a need and developing the best possible solution.
• Consumer's reactions


  Market research can also help reveal consumers reaction to a design. Much in the way movies are screened to select audiences before their official release in order to understand how best to introduce or make the movie, designers can preview or trial products with consumers to determine their reactions.
• Types of target audiences when introduced to technology 

  • Technophile
  • Technocautious
  • Technophobe
• Technophile


  Someone who is eager to try new technology. These are the early adopters.
• Technocautious


  Someone who needs to be convinced of the benefits of a new technology before adopting it. They need to see and understand the benefits before embracing it. These are the majority or late majority
• Technophobe


  Someone who resists new technology. they do not want to change. These are the laggards.
• Market Research Strategies


  Select a range of strategies that are appropriate and relevant to their design context.

  • Literature research
  • Product analysis
  • Expert appraisal
  • User Trial
  • User research
  • Perceptual Mapping
• Product Analysis


  Analysis of existing products in order to compare and determine aspects such as: key features, form, materials, performance characteristics, function, ergonomic factors, manufacturing techniques, and cost
• Primary Research


  In some cases, products may be disassembled to gain a deep understanding of the materials, components, and manufacturing techniques
• Data


  Quantitative and Qualitative
• Product Analysis


  • Identify key aspects of competing products in the product category
  • Determine essential features for the intended product
  • Identify design opportunities
• Disadvantages of Product Analysis

  • May not be possible to analyze all aspects of all products
  • Secondary data only possible if data is gathered via literature, online, etc.
  • Gathering of primary data can be expensive and time consuming as examples of each product need to be purchased
• Product Analysis


  Primary Research

  Data: Quantitative and Qualitative

  Analysis of existing products in order to compare and determine aspects such as: key features, form, materials, performance characteristics, function, ergonomic factors, manufacturing techniques, and cost.

  Advantages: Identify key aspects of competing products in the product category; Determine essential features for the intended product; Identify design opportunities

  Disadvantages: May not be possible to analyze all aspects; Secondary data only gathered via literature, online, etc. Expensive and time consuming.
• Expert Appraisal


  Primary Research

  Data: Qualitative

  An expert is someone who is uniquely qualified based on their skills and experience, to give feedback on a design. An expert might be a “super-user”, engineer, designer, or other person with unique and specialized knowledge. ex. material scientist give feedback about the use of a type of plastic is better suited for mass production of a tool handle while as user can't.

  Advantages: Detailed knowledge can be extremely useful to the design context.

  Disadvantages: Expert may be biased; Difficult to locate an expert.
• Quantitative Data


  Data that be recorded as a number of value. This is data that measures the physical properties of a design, or user's needs or performance requirements.
• Qualitative Data


  Data abut the quality or aspect of the thing being measured. Usually, for designers, this is data about how something looks or feels, what people think or feel about it, or what people’s opinions are. 
• Primary Data


  Collected from first-hand experience and observation.

  Examples include:

  • user surveys
  • user trials and observation
• Purpose of market research

  Market research helps the designer build an understanding of the market and users, with the goal of identifying a need and developing the best possible solution.
• Secondary data


  Collected by others.

  Examples include:

  • Ergonomic tables and database
  • Demographic Data
• Market research might be done to understand these aspects:

  • Determine the market need
  • Identify promotional strategies
  • Analyzing existing products
  • Determine the market potential 
  • Collect demographic data
  • Collect information about consumer trends
• Literature Search


  Secondary Research

  Data: Qualitative and Quantitative

  This is the research and review of scholarly articles, newspaper and magazines, books, and other publications.

  Advantages: Many sources available; Relatively easy to access online and offline; Variety of data sources and types available.

  Disadvantages: Many sources can make research time consuming.
• User trial


  Primary Research

  Data: Qualitative

  User trials involved the observation of people using a product and the collection of qualitative data from them about their opinion of the product. It is done with people who are actually using the product (compare with User Research)

  Advantages: Easier and cost effective as the trials can rely on observation and surveys.

  Disadvantages: Users may have a wide range of opinions, and may use a product in very different ways, which may make it difficult to analyze or draw conclusions.
• User Research


  Primary Research

  Data: Qualitative

  This is the collection of users’ opinions through surveys and questionnaires. It may or may not involve people who have actually used the product. It is largely focused on gathering people’s perceptions about the product.

  Advantages: Very quick and affordable to implement.

  Disadvantages: Questions need to be carefully constructed in order to gather meaningful data.