Why
The ability to ask the right questions and uncover answers grounded in evidence inspires me. Research gives clarity and empowers me to create with purpose.
What
This project explores the methods behind producing reliable, impactful insights through visual and content design.
How
By immersing myself in both quantitative and qualitative methods, I learned to gather, analyse, and apply insights to complex problems. This project is a reflection of how I make sense of uncertainty and use it to inform my design process.
Objectives
This course introduced fundamental concepts in both quantitative and qualitative research methods, focusing on their application to understanding and interpreting complex phenomena. The emphasis was on:
Building a foundational understanding of knowledge production.
Learning how to design robust research using inductive and deductive approaches.
Exploring mixed methods for richer insights.
Applying research ethics, literature review techniques, and data analysis in real-world contexts.
What I learned
1. Research Foundations
Differentiating between positivist (objective reality) and "interpretivist" (socially constructed reality) paradigms.
Key elements of ontological and epistemological considerations in research design.
2. Quantitative Research
Using structured, numerical data for hypothesis testing.
Steps: hypothesis formulation, data collection, statistical analysis, and theory refinement.
3. Qualitative Research
Gathering rich, descriptive data through interviews, focus groups, and thematic analysis.
Reflexivity as a critical component: recognising researcher biases.
4. Mixed Methods
Combining qualitative and quantitative techniques to achieve triangulation for robust insights.
5. Ethical Research
Ensuring participant welfare, confidentiality, and consent while navigating ethical challenges.
6. Literature Reviews
Identifying research gaps through systematic, semi-systematic, or integrative reviews.
7. Analysis Techniques
Grounded Theory: Iterative coding and theory generation from data.
Thematic Analysis: Identifying meaningful patterns in qualitative datasets.
My Approach: Integrating Research
Market Research
Use quantitative techniques like surveys and A/B testing to gather user preferences and validate hypotheses.
Employ statistical tools to interpret findings and measure the impact of design decisions.
Design Research
Conduct semi-structured interviews and focus groups to uncover user pain points, motivations, and cultural contexts.
Leverage thematic analysis to synthesise user narratives into actionable insights.
Product Design
Apply mixed methods to balance user behaviour (quantitative) with empathy-driven insights (qualitative).
Incorporate iterative testing to ensure alignment with user needs and preferences.
Future plans
Continue honing skills in data analysis software (e.g., SPSS, Tableau) to strengthen quantitative research capabilities.
Experiment with advanced qualitative methods like auto-ethnography to deepen user understanding.
Explore AI-assisted research tools to streamline data collection and analysis for UX projects.
Commit to ethical practices in all stages of research and design, ensuring inclusivity and fairness.