Quality vs quantity
While statistical market research is useful, numbers are not always that inspiring. However, stories and people are.
Most companies perform some sort of market research to gather information about their customers. Typically this is a numerical approach where a fixed list of questions is put to a large number of people and the results turned into percentages. While this statistical information can be useful, a people-centred approach can provide added richness to your research and bring your data to life. Inclusive Design uses first-hand research methods to work with a small number of people to understand their lives more deeply. It can help to understand real behaviour, witness the context and explore possibilities more fully. With a people-centred approach, you can gather the inspirational stories behind the numbers.
|NUMBER-CENTRED RESEARCH||PEOPLE-CENTRED RESEARCH|
|Statistical results||Inspirational stories|
|Limited to a set of questions||Freedom to explore through dialogue|
|Reported life||Real life|
|Second-hand information||First-hand observation|
|Out of context||In context|
|Hear about issues||See issues|
|Market defined by segment||Person describes themselves|
|Actions or attitudes logged||Emotions and aspirations explored|
|Validate direciton and limit focus||Open new possibilities|
|General trends||Individual thinking|
|Person is the subject of research||Person is the centre of research|
|Charts, numbers, percentages||Images, video, audio|