- Let's continue our discussion of research methods
by considering two very broad ideas.
Research conducted in the beginning of a process,
and research conducted near the end.
In an ideal process, we'll see evidence
of research throughout an entire design project.
Early on, research is used to help
understand the problem and gather
the information needed to solve it.
This is called generative research.
Later in the process, research is used
to test and refine ideas until the best
solution is reached.
This is called evaluative research.
Generative research, sometimes also called
formative research, is conducted in the early
stages of a project.
It includes both primary and secondary research,
and can be quantitative and qualitative.
It helps to understand the problem,
and to form a potential hypothesis on how it can be solved.
Picture the classic image of a funnel.
The generative design process works much like this.
It's broad in the beginning,
using secondary research to understand
a wide range of information.
Then, as the problem becomes clearer,
and the research objectives are established,
the focus becomes narrower,
using more primary research tools
that are both quantitative and qualitative in nature.
This process isn't necessarily linear either.
Many times, in my own experiences,
I revisit research until I have everything I need
to move forward with a clear direction.
Now, let's look at evaluative research.
Sometimes also called summative research.
Evaluative research is conducted
in the later portion of a project,
and it validates earlier research
by testing potential solutions.
For instance, we concluded through our generative research
that our solution needs to be visual,
with few words, and use universal symbols to communicate.
As part of our evaluative research,
we craft possible solutions,
and we test them with users to understand
if we were correct.
Unlike the exploratory nature
of generative research,
evaluative research is much more focused.
It deals with testing and evaluating
specific prototypes with the end-user.
It can be both quantitative and qualitative research,
and it typically uses primary research
to test ideas to a specific audience and context.
Let's come back to our funnel diagram
and consider how evaluative research works.
We start wide by using criteria from our earlier research
to brainstorm possible solutions.
Then, we take these solutions and test them.
By testing them, we learn a lot about
what works and what doesn't,
and we continue to revise our solutions
based on this feedback.
This brings us down to a more narrow scope,
until the final solution emerges.
This process of testing and refining
is called iterative design.
We make iteration after iteration,
testing it all the while until we get it right.
Again, generative research is used
early in the design process to help
understand and define the problem,
and it helps to develop a set of
criteria to guide the design solution.
Evaluative research then follows up
the set criteria to create a broad range of possibilities,
narrowing down the options by testing
with actual users until final solution is met.