Table Of ContentA
D esigner’s
Research
Manual
Second Edition, Updated + Expanded
SUCCEED IN DESIGN BY KNOWING
YOUR CLIENTS + UNDERSTANDING WHAT
THEY REALLY NEED
by Jenn + Ken Visocky O’Grady
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© 2006, 2017 Quarto Publishing Group USA Inc.
Second edition published in 2017 This book is dedicated to designers everywhere
Paperback edition published in 2009
who are pushing the boundaries of the profession to
First Published in 2017 by Rockport Publishers, an imprint of The Quarto Group,
100 Cummings Center, Suite 265-D, Beverly, MA 01915, USA. ensure its relevance, prosperity, and longevity.
T (978) 282-9590 F (978) 283-2742 QuartoKnows.com
All rights reserved. No part of this book may be reproduced in any form without written permission of the
(And to Lulu. See? Everybody has to do their
copyright owners. All images in this book have been reproduced with the knowledge and prior consent of
the artists concerned, and no responsibility is accepted by producer, publisher, or printer for any infringement homework. Even Mom and Dad.)
of copyright or otherwise, arising from the contents of this publication. Every effort has been made to ensure
that credits accurately comply with information supplied. We apologize for any inaccuracies that may have
occurred and will resolve inaccurate or missing information in a subsequent reprinting of the book.
Rockport Publishers titles are also available at discount for retail, wholesale, promotional, and bulk pur-
chase. For details, contact the Special Sales Manager by email at specialsales@quarto.com or by mail at
The Quarto Group, Attn: Special Sales Manager, 401 Second Avenue North, Suite 310, Minneapolis, MN
55401, USA.
10 9 8 7 6 5 4 3 2 1
ISBN: 978-1-63159-262-1
Digital edition: 978-1-63159-430-4
Softcover edition: 978-1-63159-262-1
Digital edition published in 2017
Originally found under the following Library of Congress Cataloging-in-Publication Data
Visocky O’Grady, Jennifer.
A designer’s research manual : succeed in design by knowing your
client and what they really need / Jennifer Visocky O’Grady and
Kenneth Visocky O’Grady.
p. cm. — (Design field guides)
Includes bibliographical references and index.
ISBN 1-59253-257-8 (hardcover)
1. Commercial art—United states—Marketing. 2. Graphic
arts—United States—Marketing. I. Visocky O’Grady, Kenneth. II.
Title. III. Series.
NC1001.6.V57 2006
741.6068'8—dc222006 012597
CIP
Design: Jenn + Ken Visocky O’Grady
Cover Design: Jenn + Ken Visocky O’Grady
Page Layout: Jenn + Ken Visocky O’Grady
Printed in China
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© 2006, 2017 Quarto Publishing Group USA Inc.
Second edition published in 2017 This book is dedicated to designers everywhere
Paperback edition published in 2009
who are pushing the boundaries of the profession to
First Published in 2017 by Rockport Publishers, an imprint of The Quarto Group,
100 Cummings Center, Suite 265-D, Beverly, MA 01915, USA. ensure its relevance, prosperity, and longevity.
T (978) 282-9590 F (978) 283-2742 QuartoKnows.com
All rights reserved. No part of this book may be reproduced in any form without written permission of the
(And to Lulu. See? Everybody has to do their
copyright owners. All images in this book have been reproduced with the knowledge and prior consent of
the artists concerned, and no responsibility is accepted by producer, publisher, or printer for any infringement homework. Even Mom and Dad.)
of copyright or otherwise, arising from the contents of this publication. Every effort has been made to ensure
that credits accurately comply with information supplied. We apologize for any inaccuracies that may have
occurred and will resolve inaccurate or missing information in a subsequent reprinting of the book.
Rockport Publishers titles are also available at discount for retail, wholesale, promotional, and bulk pur-
chase. For details, contact the Special Sales Manager by email at specialsales@quarto.com or by mail at
The Quarto Group, Attn: Special Sales Manager, 401 Second Avenue North, Suite 310, Minneapolis, MN
55401, USA.
10 9 8 7 6 5 4 3 2 1
ISBN: 978-1-63159-262-1
Digital edition published in 2017
Originally found under the following Library of Congress Cataloging-in-Publication Data
Visocky O’Grady, Jennifer.
A designer’s research manual : succeed in design by knowing your
client and what they really need / Jennifer Visocky O’Grady and
Kenneth Visocky O’Grady.
p. cm. — (Design field guides)
Includes bibliographical references and index.
ISBN 1-59253-257-8 (hardcover)
1. Commercial art—United states—Marketing. 2. Graphic
arts—United States—Marketing. I. Visocky O’Grady, Kenneth. II.
Title. III. Series.
NC1001.6.V57 2006
741.6068'8—dc222006 012597
CIP
Design: Jenn + Ken Visocky O’Grady
Cover Design: Jenn + Ken Visocky O’Grady
Page Layout: Jenn + Ken Visocky O’Grady
Printed in China
700087 - DesignersResearchManual2nED_interiors_001-009.indd 2 4/5/17 4:07 PM 700087 - DesignersResearchManual2nED_interiors_001-009.indd 3 4/5/17 4:07 PM
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4 5
TABLE OF
CONTENTS
6 Introduction: Why This Book? 34 CHAPTER 2: 102 CHAPTER 3: 136 CHAPTER 4:
7 How Do I Use This Book? RESEARCH STRATEGIES+TACTICS PRACTICING A RESEARCH-DRIVEN PROJECT SPOTLIGHTS
APPROACH
35 Big Concepts in Research 137 Bond & Coyne: AUB Brand Strategy
10 CHAPTER 1: 35 Quantitative + Qualitative Research 103 Managing the Design Process: 142 CO:LAB: Asset Promise
36 Primary + Secondary Research You Need a Plan
AN OVERVIEW OF RESEARCH 148 GFDA: BEAM Brand Strategy
IN GRAPHIC DESIGN 37 Formative + Summative Research 105 Iterative Design
39 Basic + Applied Research 154 Hallmark Creative: Studio Ink
107 Design Council‘s Double Diamond
11 What is Research-Driven Design? 160 IBM Design: IBM Design Research
40 Triangulation Process
12 What Research Can + Can’t Do 166 Expert Voice: Elizabeth Pastor +
42 Strategy: Literature Review 109 Information Literacy, The Big6™ +
13 What is Person-First Design? GK VanPatter
The Super3™
44 Tactic: Communication Audit
14 Person-First Philosophies 168 Lippincott: Hyatt Place
46 Tactic: Competitor Profiling 112 Research Planning
14 User-Centered Design 116 KWHL Tables 174 Red Jotter: Know Sugar
14 Human-Centered Design 48 Strategy: Ethnographic Research
118 Logic Models 180 Rule29: Wheels4Water
16 Expert Voice: Mike Bond 52 Tactic: Contextual Inquiry
18 Historical Perspectives 54 Tactic: Observational Research 120 Research Analysis 186 The Veterans Experience Office: Enhancing
18 Bauhaus Beginnings 56 Tactic: Photo Ethnography 122 Sample Framework to Help Structure Veterans’ Experiences
21 The Perfect Couple 58 Tactic: Self Ethnography 124 Sample Framework to Help Empathize 192 Willoughby Design: Live Blue
21 We’ve Been Watching You 60 Tactic: Unstructured Interviews 126 Research Summary Reports and
23 Don‘t Tell Me, Show Me 62 Tactic: Visual Anthropology Creative Briefs
64 Expert Voice: Ashwini Deshpande 127 Research Summary Reports 198 Glossary of Terms
25 Emerging Opportunities in 66 Strategy: Marketing Research 128 Creative Briefs 201 Bibliography
Design Research
68 Tactic: Demographics 131 Expert Voice: Megan Fath 202 Additional Resources
25 Experience Design
25 User Research 69 Tactic: Psychographics 134 Cumulative Documentation 203 Credits
70 Tactic: Focus Groups
27 Design Strategy 135 Quick Tips 205 Featured Practitioners
72 Tactic: Surveys+Questionnaires
28 Design Creates Value 206 Index
74 Strategy: User Experience
29 Design + Investment 76 Tactic: A/B Testing 208 About the Authors
31 The Design Staircase
78 Tactic: Analytics
33 Quick Tips
80 Tactic: Card Sorting
82 Tactic: Eye Tracking
86 Tactic: Paper Prototyping
88 Expert Voice: Jenny Lam
90 Tactic: Personas
92 Strategy: Visual Exploration
94 Tactic: Color Psychology
96 Tactic: Mood Boards
98 Tactic: Sketching
101 Quick Tips
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4 5
TABLE OF
CONTENTS
6 Introduction: Why This Book? 34 CHAPTER 2: 102 CHAPTER 3: 136 CHAPTER 4:
7 How Do I Use This Book? RESEARCH STRATEGIES+TACTICS PRACTICING A RESEARCH-DRIVEN PROJECT SPOTLIGHTS
APPROACH
35 Big Concepts in Research 137 Bond & Coyne: AUB Brand Strategy
10 CHAPTER 1: 35 Quantitative + Qualitative Research 103 Managing the Design Process: 142 CO:LAB: Asset Promise
36 Primary + Secondary Research You Need a Plan
AN OVERVIEW OF RESEARCH 148 GFDA: BEAM Brand Strategy
IN GRAPHIC DESIGN 37 Formative + Summative Research 105 Iterative Design
39 Basic + Applied Research 154 Hallmark Creative: Studio Ink
107 Design Council‘s Double Diamond
11 What is Research-Driven Design? 160 IBM Design: IBM Design Research
40 Triangulation Process
12 What Research Can + Can’t Do 166 Expert Voice: Elizabeth Pastor +
42 Strategy: Literature Review 109 Information Literacy, The Big6™ +
13 What is Person-First Design? GK VanPatter
The Super3™
44 Tactic: Communication Audit
14 Person-First Philosophies 168 Lippincott: Hyatt Place
46 Tactic: Competitor Profiling 112 Research Planning
14 User-Centered Design 116 KWHL Tables 174 Red Jotter: Know Sugar
14 Human-Centered Design 48 Strategy: Ethnographic Research
118 Logic Models 180 Rule29: Wheels4Water
16 Expert Voice: Mike Bond 52 Tactic: Contextual Inquiry
18 Historical Perspectives 54 Tactic: Observational Research 120 Research Analysis 186 The Veterans Experience Office: Enhancing
18 Bauhaus Beginnings 56 Tactic: Photo Ethnography 122 Sample Framework to Help Structure Veterans’ Experiences
21 The Perfect Couple 58 Tactic: Self Ethnography 124 Sample Framework to Help Empathize 192 Willoughby Design: Live Blue
21 We’ve Been Watching You 60 Tactic: Unstructured Interviews 126 Research Summary Reports and
23 Don‘t Tell Me, Show Me 62 Tactic: Visual Anthropology Creative Briefs
64 Expert Voice: Ashwini Deshpande 127 Research Summary Reports 198 Glossary of Terms
25 Emerging Opportunities in 66 Strategy: Marketing Research 128 Creative Briefs 201 Bibliography
Design Research
68 Tactic: Demographics 131 Expert Voice: Megan Fath 202 Additional Resources
25 Experience Design
25 User Research 69 Tactic: Psychographics 134 Cumulative Documentation 203 Credits
70 Tactic: Focus Groups
27 Design Strategy 135 Quick Tips 205 Featured Practitioners
72 Tactic: Surveys+Questionnaires
28 Design Creates Value 206 Index
74 Strategy: User Experience
29 Design + Investment 76 Tactic: A/B Testing 208 About the Authors
31 The Design Staircase
78 Tactic: Analytics
33 Quick Tips
80 Tactic: Card Sorting
82 Tactic: Eye Tracking
86 Tactic: Paper Prototyping
88 Expert Voice: Jenny Lam
90 Tactic: Personas
92 Strategy: Visual Exploration
94 Tactic: Color Psychology
96 Tactic: Mood Boards
98 Tactic: Sketching
101 Quick Tips
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6 A Designer’s Research Manual Introduction 7
INTRODUCTION HOW DO I
WHY THIS BOOK? USE THIS BOOK?
If you’re working for a If you’re one of the thousands of graphic We know you’re busy. So we’ve
designers whose education was based
packaged this content assuming that
primarily in the art department, if almost
you’ll visit (and revisit) this book with
all of your clients have MBAs, and if
you’ve wished for some help validating limited chunks of time, and specific
publicly traded design
your aesthetic decisions to that crowd, tasks in mind. It’s divvied up into four
keep reading.
distinct sections:
Consider this manual a primer on
megalith whose creative research methods and their practical
1. Know the Basics
application to graphic design. It broadly
Before you can integrate research into
outlines common research strategies
your design process, you need a little
and tactics and introduces you to
background. This section provides some
staff is assisted by frameworks in which to engage them.
historical context, showcasing applied
It offers suggestions for incorporating
research practices from as far back as
research-driven design into your creative
the Bauhaus (see, art school was on to
process—whether you’re a freelancer, in-
something). We’ll also discuss how design
historians, anthropologists, house designer, member of a studio team,
creates value, helping you articulate why
student, or professor. It features success
research-driven design methods serve
stories and examples of these methods in
your clients’ interests.
action: accessible and pragmatic accounts
sociologists, and marketers, of real-world experiences from designers
around the globe. 2. Gather the Tools to Conduct
Research
Writing this book (now for a second
time) has influenced the way we This section reviews research basics, so
you probably don’t need
approach design, and the way we teach you understand the difference between
our students. It is our firm belief that in primary and secondary investigations,
a profession in flux, a good generalist and qualitative and quantitative methods
can always find stability. You need this before jumping into specifics. We'll survey
this book.
information for your good generalist a variety of research strategies, drilling
shelf. Know when to use it and when to down to tactics that you can employ on
call in the experts. So armed, go make your projects, describing what these
good stuff. tools can (and sometimes can’t) do, how
and when they are used, and the level of
Jennifer Visocky O’Grady difficulty or expertise involved.
Professor
Cleveland State University
Kenneth Visocky O’Grady
Professor
Kent State University
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6 A Designer’s Research Manual Introduction 7
INTRODUCTION HOW DO I
WHY THIS BOOK? USE THIS BOOK?
If you’re working for a If you’re one of the thousands of graphic We know you’re busy. So we’ve
designers whose education was based
packaged this content assuming that
primarily in the art department, if almost
you’ll visit (and revisit) this book with
all of your clients have MBAs, and if
you’ve wished for some help validating limited chunks of time, and specific
publicly traded design
your aesthetic decisions to that crowd, tasks in mind. It’s divvied up into four
keep reading.
distinct sections:
Consider this manual a primer on
megalith whose creative research methods and their practical
1. Know the Basics
application to graphic design. It broadly
Before you can integrate research into
outlines common research strategies
your design process, you need a little
and tactics and introduces you to
background. This section provides some
staff is assisted by frameworks in which to engage them.
historical context, showcasing applied
It offers suggestions for incorporating
research practices from as far back as
research-driven design into your creative
the Bauhaus (see, art school was on to
process—whether you’re a freelancer, in-
something). We’ll also discuss how design
historians, anthropologists, house designer, member of a studio team,
creates value, helping you articulate why
student, or professor. It features success
research-driven design methods serve
stories and examples of these methods in
your clients’ interests.
action: accessible and pragmatic accounts
sociologists, and marketers, of real-world experiences from designers
around the globe. 2. Gather the Tools to Conduct
Research
Writing this book (now for a second
time) has influenced the way we This section reviews research basics, so
you probably don’t need
approach design, and the way we teach you understand the difference between
our students. It is our firm belief that in primary and secondary investigations,
a profession in flux, a good generalist and qualitative and quantitative methods
can always find stability. You need this before jumping into specifics. We'll survey
this book.
information for your good generalist a variety of research strategies, drilling
shelf. Know when to use it and when to down to tactics that you can employ on
call in the experts. So armed, go make your projects, describing what these
good stuff. tools can (and sometimes can’t) do, how
and when they are used, and the level of
Jennifer Visocky O’Grady difficulty or expertise involved.
Professor
Cleveland State University
Kenneth Visocky O’Grady
Professor
Kent State University
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8 A Designer’s Research Manual
Project Start
3. Integrate Research into Your What’s Different in the
Existing Practice Revised Edition? Getting started is the
hardest part. We provide
So many tools and techniques to choose The first edition of A Designer’s Research tools and tactics that
from. Where to begin? What research Manual was released over 10 years ago! help you hit the ground
running, plan your
methods are a good fit for your team or Much has changed in the design research
research approach,
project? This section provides exercises space since, but the core principles remain account for project
to help you get started, and methods for the same. So we’ve kept the evergreen scope, and manage your
creative process.
crafting research plans that account for content from the original book, updating it RESEARCH
resources and manage scope. with new strategies, tactics, processes, and
tools to reflect current trends.
Need advice on how to turn research
findings into creative gold? We’ll also A decade of working with designers
outline frameworks that help analyze the who’ve adopted and adapted these
results of your efforts, helping you craft a methods has helped us understand where
research-driven creative brief and identify sticking points commonly occur. This
new opportunities for design. second edition was written with process
in mind, adding information to help you
get started, plan your research strategy,
4. Learn from the Experts
analyze results—and incorporate them
Once you've done
We’ve peppered the book with real world into a solid, action-oriented creative brief. the research, how do
examples. This section is entirely focused you make sense of
on case studies from designers around More content=you making more good stuff. the data? We provide
frameworks to help you
the globe. Their individual practices
discover patterns in
are diverse in scale, project focus, and the information you've
budget—but each shares a practical gathered—and identify
opportunities for design.
application of research that has resulted in
DESIGN
creative dividends. Want to see research-
driven design principles in action? This is
where to turn.
Project Finish
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8 A Designer’s Research Manual
Project Start
3. Integrate Research into Your What’s Different in the
Existing Practice Revised Edition? Getting started is the
hardest part. We provide
So many tools and techniques to choose The first edition of A Designer’s Research tools and tactics that
from. Where to begin? What research Manual was released over 10 years ago! help you hit the ground
running, plan your
methods are a good fit for your team or Much has changed in the design research
research approach,
project? This section provides exercises space since, but the core principles remain account for project
to help you get started, and methods for the same. So we’ve kept the evergreen scope, and manage your
creative process.
crafting research plans that account for content from the original book, updating it RESEARCH
resources and manage scope. with new strategies, tactics, processes, and
tools to reflect current trends.
Need advice on how to turn research
findings into creative gold? We’ll also A decade of working with designers
outline frameworks that help analyze the who’ve adopted and adapted these
results of your efforts, helping you craft a methods has helped us understand where
research-driven creative brief and identify sticking points commonly occur. This
new opportunities for design. second edition was written with process
in mind, adding information to help you
get started, plan your research strategy,
4. Learn from the Experts
analyze results—and incorporate them
Once you've done
We’ve peppered the book with real world into a solid, action-oriented creative brief. the research, how do
examples. This section is entirely focused you make sense of
on case studies from designers around More content=you making more good stuff. the data? We provide
frameworks to help you
the globe. Their individual practices
discover patterns in
are diverse in scale, project focus, and the information you've
budget—but each shares a practical gathered—and identify
opportunities for design.
application of research that has resulted in
DESIGN
creative dividends. Want to see research-
driven design principles in action? This is
where to turn.
Project Finish
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