Primary Research Lecture + Reflections

Quantitative/ Qualitative Research 

= Quantitative = numerical, defined by easy answers that can be collected and analysed 

= Qualitative = More in depth answers

Data collection/ Data Analysis: 

= How you are collecting it and what to do with the information 

Image elicitation 

Creative visual methods 

= Gives the participants time to consider questions and generate meaningful responses 

= (although the questionnaires I gave out were for home answering with no deadline, which relaxed the participant and allowed time and a safe space to answer how they feel) 

= Helpful direction for research when approaching questions around self, identity, feelings 

= Data set is less reliable, how to analyse it? 

= Link it with the talk-based approach to ensure participant can discuss their image making for accurate data 

Participatory/ Co-design

= Breaks down power relationship between researcher and participant 

= This process has been used throughout the research within collaborating and consistent discussions with the participant group (all people involved - models, photographers, set designer, questionnaire participants etc.) 

= Asking them for advice and their opinions in a way that impacts the design, rather than looking for answers that follow the direction I want 

User Journeys 

= Watch how the participant engages with the designed object 

= Can help you understand how to alter the design

Card Sorting 

= Order cards in way that makes sense to them 

= Good for user interface of publication 

= Can provide ordering in way you wouldn't think of

A/B Testing 

= Offer of two possible versions of design project 

= Participants decide which best suits their needs

= Questions around their choice can be asked to gain more understanding on how designs are successful and unsuccessful 

REFLECTION

Why have I done questionnaires? Was this the best method? 

Structured interviews ensured that the data I collected from the more specific industry/area representatives were aligned with the topic of gender inclusivity and the creative industry and did not veer off topic. Preliminary research of the individuals allowed me to produce questions they have not answered before, therefore making full use of their time.  

What have I found from these qualitive and quantitative answers? 

Conducted small pool of both qualitative and quantitative research through my questionnaires with a diverse representation of people in terms of sexuality, gender, ethnicities and class backgrounds. The range of age is not as diverse (ages 21 - 34), as the clothing line is veering towards younger people, around ages 18-30. More specific questions and interviews were conducted with representative from the gender inclusive fashion industry, gender inclusive make up lines, and representatives of LGBTQ+, trans* and BLM. These give me greater understanding around the topic and sensitivities when approaching the brief, and also more practical scope for the designing and production. 

While most of the data is useful for context and understanding in the subject when approaching the essay and practical as someone who is cis-female, there have been elements that will be helpful within the essay and practical side. Eg. Leon talking about fashion being intrinsically linked to self-identity, and therefore an area in the creative industry that leads the progression towards gender inclusivity and always has more space to develop. The answers from the more specific interviews with representatives in the industry/area crucially pointed out the importance of designing gender inclusive clothes within a direction that feels authentic to the designer. This took my brief completely away from literal gender-bending or gender stereotypes initial ideas, and towards more subtle, personal interests. The central message was to think about representation, who is involved in the project? Who is modelling? Both of these have had time and effort put into to ensure inclusivity. 

The data analysis of these questionnaires and structured interviews was longer but mean more in depth understanding and direction.   

Image elicitation can be done within a focus group between the collaborators (photographer and space/makeup designer) and others to discuss the direction of the designing process. This will not necessarily have a complete impact on the directional choice of the project (not co-design completely) as it is central that the aesthetic is aligned with what I want as the designer. Discussions on continuing to improve the inclusivity however will be conducted (eg. choice of silhouettes and forms in clothes, how many of the models would these form of clothes appeal to). 

User Journey and A/B Testing are two options that may be used to provide further qualitative research and understanding into the direction of the design process. This was already to be done before to get feedback from the target audience, but these two specific methods may enhance this research. 

As there may be more than one design direction/initial idea, A/B testing may be too restrictive. Having people physically interact with the clothing however poses risks during corona virus and would be much more difficult (getting the clothes to all these people during the early design process?). The most viable option is to get all of the people involved in a call together to discuss the different design directions. This will act as a focus group, enable open discussions and will help me understand how to improve them in response to the target audience. 

TO DO

= For this focus group/part-collab session to happen, the designs need to be in a position that is understandable as a concept 

= Create moodboards of each idea

= Set up call to be on Friday