“Design Meets Research” is an article in published by AIGA, the American Institute of Graphic Arts which discusses the challenges when market research methods are used for validating design decisions.

There is a group of brand consultants and cultural anthropologists alike that believe now that it is not the actual research itself that is the problem. It is rather about how research is often misused, what type of design concepts and stimulus are tested, and how data is analyzed that is most often at fault. When used correctly, research shouldn’t stifle creativity but rather offer designers stronger inspiration and focus.

The authors further explain the advantages and challenges of modern market research methods (ethnography, focus groups, quantitative eye tracking, online testing) and deduce 6 golden rules for market research.

1. Focus on testing communication effectiveness vs. design appeal.
2. When testing, make allowances for familiarity.
3. Market research is an art, not a science.
4. Focus on what consumers like about the brand or product first.
5. More is definitely merrier. Do not test designs in isolation.
6. Never ask consumers how they would improve a design.

Read the full article.

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