Qualitative design research

Qualitative design research doesn’t simply ask what consumers want; rather, it observes their preferences and actual usage. Most consumers, in fact, find it much easier to express their opinion about the perceived usefulness of a concept product when they can react to a tangible representation of it, not just to an abstract idea.

The research methods used by designers are not unique to design. Quantitative research uses familiar survey and statistical methods. Qualitative research adapts a variety of techniques from the social sciences, particularly from anthropology and ethnography, to gain insight into the actual behaviour of the people being studied.

When designers use research, however, their goal is different: they want to synthesise the findings into possible responses, be they products, services or systems. Even quantitative design research can require a high degree of initiative and interpretation.