Market Research and the Creative Process

In MRWeb's second exclusive look at the topics coming under the microscope at this year's AQR Trends Day - taking place this Friday in London - we preview the innovative paper from Martin Bontoft, head of human factors at design consultancy IDEO which seeks to address questions such as does market research stifle the creative process? and which new research techniques are helping designers gain more insight into their audience?

In 'Research to product: the design of a buggy', Martin will examine the long-standing aversion that many product designers feel towards the use of market research in the creative process. Controversially, he argues that, far from stemming the flow of creative juices, market research, and qualitative research in particular, can enhance the design process and often reinforce and embellish designers' ideas.

Supporting his case with an insight into the development of the futuristic Evenflo Insight Stroller (baby buggy), Martin will look at the importance of selecting the correct market research methods to achieve valuable information about consumers and highlight specific techniques - including anthropometric studies and photographic diaries - which are proving most useful to designers. He will also pinpoint the five key questions which should guide and inform any new design process and discuss how research can help to answer each of these points.

How the designers of the buggy used other data and skills to build upon the research results is another important aspect of Martin's paper. Through gaining a thorough knowledge of their target audience, Martin will illustrate that the designers - far from feeling inhibited by a mass of data - were able to tailor each stage of the buggy's development to achieve a successful result. Encouraging messages indeed for both researchers and designers alike!

Other speakers at this year's AQR Trends Day include Charlie Leadbeater, co-founder of Demos; Patricia Shaw, Associate Director of the Complexity and Management Centre at the Business School of the University of Hertfordshire; David Smith, Chairman, DVL Smith and Paul Vittles, Managing Director, RBA Research.

More information and booking details for Trends Day are available at www.aqr.org.uk

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas unless otherwise stated.