THEORY SUPPORTING PRACTICE
MA fashion Management and Communication.
Introduction
“Design Thinking draws upon logic, imagination, intuition, and systematic reasoning, to explore possibilities of what could be, and to create desired outcomes that benefit the end user (the customer)”. (Naiman, L. Founder of Creativity at Work)
During this module we were introduced to a variety of research methodologies, which were split into four method labs. Each lab had a distinct approach to research, for instance on how to collect, organise, analyse and structure data. We as designers are expected to present new ways of thinking in our preferred practice using different methods of design.
This poster visually communicates each of the four sessions onto a pin board, which features a note taking and imagery. This theme represents me as a designer and how I use my workspace in order to gather research for my own design discipline.
Within these sessions we were accompanied with guest speakers and participated in group tasks, which involved numerous exercises to explore data in different ways.
Reflection and feedback has been discussed throughout each session along with a follow up in my conclusion.
Fact or fiction?
Secondary research
Secondary or desk-based, research uses resources already created by other people: books, films, the Internet, magazines, newspapers or other media. (Gaimster, 2011)
After learning the fundamentals of collecting, analysing and interpreting data of secondary research, our task was to work in small groups and research a topic on environment and energy. We had to collect existing and significant information, which later led into categorising our findings and organising them thematically. Once our ideas were structured we developed a supporting research question from our data.
In relation to my own practice, secondary research plays a huge part in my discipline. By analysing magazine articles and journals based on fashion related topics can provide useful information on designers, trends and global issues in the industries. Other online databases such as Mintel and WGSN are other useful tools used within my practice.
Working with materials
Practice-led research
The aim of this workshop was to engage with a range of materials and to translate our literature sources gathered in session one. This three-dimensional could transform from either a quote or a descriptive text sourced from the previous information we collected as a group.
The first workshop involved manipulated and folding card. We discussed the opportunities and limitations on working with the material. We were given different time scales to create the same thing over again.
The second workshop involved co-creating 3D models using clay. In groups of two we had to act as the maker and the observer. We took photographs of the outcomes for fieldwork observation.
As a visual creative, my discipline focuses on creating things by hands, communicating an illustration, collage or artefact, therefore I really enjoyed getting stuck into this task.
Observation in the field
Ethnography
“Ethnography is a research strategy that is used for gathering primary research data about the social world without interacting directly with people”. (Atkinson, P. 2017)
Participant observation is an observation that involves taking part in people's everyday lives and sharing their experiences in order to gather a deeper understanding of their situations. This is exemplified in the work undertaken by William White and Covert.
“Sensory ethnography is a research method which re-thinks ethnographic methods with attention to sensory perception, experience and categories”. (Sarah Pink).
In our activity we had to observe the city of Sheffield. Using the word texture, we had to record data in the format of photographs, audio and diagrams. From our findings, we had to communicate a 3D visual representing our journey, using all of the senses used within the task.
I am keen to use this method within my forth-coming projects. This type of research is a crucial way of gaining primary insight into the mind and behaviour of the consumer. Undertaking a wardrobe analysis or observing how people’s behaviours act towards a particular brand can create an essential tool for future developments can use this.
Playing with people
Design anthropology
“By Inviting people into our design processes they can start thinking and engaging in what you are doing”. (Classie, C. 2017)
The method to which research is carried out by interacting with people is called design anthropology. For our final group task, we were presented with a question in which we had to answer within itself by creating additional questions. In order to do this we formed a focus group to begin a break down to our original question: Why do people choose to study at postgraduate level?
In order to communicate with our other participants, as a group we had to plan and prepare a structure, considering time management, environment and teamwork. We had to communicate ethically and be open-minded in all situations. Although we were working with people, there were other research methods to consider such as observation, field notes and visual documentation.
From gathering our data, we analysed the similarities and differences with other group’s findings. Our overall feedback, led us to a final answer – to develop further skills and research into design in order to expand on the knowledge, which is needed to peruse the desired career path.
Reflection
Overall conclusion of module
From this module, I have gained a better understanding of the research methods. Although, more importantly, understanding what processes work best for me in my design discipline. I have learnt by collecting data, it is a great starting point which can indicate a significant influence within my work.
I have found secondary material to be my main protocol for research, however by using observational skills and anthropology within the method labs has allowed me to explore other ranges of research.
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