Design Methods #33 – Content Analysis

Oct 03 2015 Published by Neil Gains under design

Content analysis is a systematic listing and description of the form and content of written, spoken or visual materials, often leading to a summarisation around themes, patterns and frequency counts of specific items (words, phrases, images, concepts, etc). Content analysis is typically used in qualitative research to provide a more manageable way to analyse open-ended comments and verbatims. Content analysis can be used to give structure and system to what are often deep accounts of a topic, but with lengthy text or transcripts and ambiguous images that can be very time-consuming to interpret. Read more »

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Design Methods #15 – Card Sort

Feb 12 2014 Published by Neil Gains under design

Card sorting is a great exercise for exploring how people group items into categories, and how they relate concepts to one another. In design, this approach is typically used for developing digital interfaces and tables of contents, but it has broader research applications too. For example, this can be a great tool whenever you need to investigate user comprehension, generate options for structuring information or create meaningful categories for a topic of interest (e.g. understand the different ways in which users group brands and categories). Read more »

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Design Methods #1 – Focus Groups

Sep 06 2012 Published by Neil Gains under design

“Focus groups make very little sense” – Dan Ariely

Focus groups are a qualitative method used by market researchers to research the opinions, feelings or attitudes of customers, based on a (sometimes carefully) recruited group of participants about a product, service or topic of interest. Their usefulness lies in the group dynamic that can be created by a good moderator, but they are grossly overused in research as they are perceived to be a cost-effective (and time-effective) way to access the opinions of a number of customers. Read more »

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