Simply put, Design Research defines and creates baseline values for creating products, services, systems, and ideas that respond to human needs and desires.
To generate value (often utility) for the end user.
Cumulative gathering of human experiences and artifacts that is then synthetically processed.
Empathetic, focused on customer outcomes.
Visual stories that use words, photos, drawings and videos to present complex human ‘personas’, needs and patterns. Data becomes narrative.
Video Research can take many forms.
Video documentation may take the shape of real users working with a proptotype or actual product and creating a contextual visual knowledge base of asking, listening and sometimes understanding the users thoughts and ideas on a brand or products statements through engagement on a realtime/qualitative level.
Take the example of archival footage of race cars. We can discover who the race car driver was and what kind of car, engine and tires the race car had. We can do the same in the corporate setting. If we have old footage from 1941 of a Vice President next to a piece of machinery we can find out what kind of machinery it was and the name of the Vice President.
We can comb through gigs of video, bucket the information and make sense of it.
We can conduct an analysis of competitors’ videos. What works? What doesn’t? How did Users respond? What were the competitions’ main points? Where is the competition technologically ahead or behind? What competitive services created a positive response? What are the competitors’ weaknesses?
We can synthesize from past videos to discover stories or develop a brand new story based on archival videos. Often, viewing ten or twelve of a company’s videos at a single sitting offers many potential opportunities and connections that otherwise might not be readily apparent.
We gain great insight simply by watching videos.
Michael Koch, Insight Guide