WM9PV-15 Design Research & Market Insight
Introductory description
The core of value creation is being able to effectively understand and anticipate stakeholder needs and design solutions that address these needs. It is important to be able to apply a range of approaches and methods in order to understand attitudes, behaviours across the product or project lifecycle to inform design and commercial decisions
Module aims
The module will give an understanding of how to use research to generate insights that improve decision making at both micro and macro levels. This includes a range of approaches to understand user behaviour and developing insights that address real world design problems. At a macro level approaches to understanding and estimating market demand and trends will be taught alongside and developing sustainable commercial strategies built on this insight. Students will be taught how to use market insight in tandem with design research to support the definition of user and customer informed value propositions and product requirements. The use of traditional quantitative and qualitative research methods will be taught, alongside an understanding of the latest technology enabled research techniques as well as emerging challenges with data quality and reliability in design research
Outline syllabus
This is an indicative module outline only to give an indication of the sort of topics that may be covered. Actual sessions held may differ.
This is an indicative module outline only to give an indication of the sort of topics that may be covered. Actual sessions held may differ.
Quantitative and Qualitative research techniques.
Behaviour, attitudes and decision making
Research design
Market insight and analytics
Data collection, data quality, organisation, evaluation.
Analysing *primary, secondary and paradata.
Design and Systems thinking
*No primary data will be collected, the module will cover ethics principles for such data collection, management and analysis.
Learning outcomes
By the end of the module, students should be able to:
- Evaluate and apply quantitative and qualitative research methods, to aid the generation of effective stakeholder insights
- Develop practice in research design to collect and collate meaningful market data to formulate market insights
- Critically evaluate and apply a range of tools and techniques to develop Value Propositions that appeal to a specific target segment and propose an appropriate positioning strategy
- Critically analyse the impact of macro and micro environmental factors related to market conditions, business operations and design requirements
- Develop a critical understanding of the limits of research techniques and issues around research ethics and data quality.
Indicative reading list
Reading lists can be found in Talis
Subject specific skills
Research strategy and methodology, Primary data collection design, evaluation and analysis, Secondary data collection, evaluation and analysis, Design thinking, Systems thinking, Human-centred design
Transferable skills
Research, Data collection, collation, interpretation, Communication skills, Ethical awareness, Intercultural awareness, Design thinking, Systems thinking
Study time
| Type | Required |
|---|---|
| Lectures | 15 sessions of 1 hour (10%) |
| Seminars | (0%) |
| Tutorials | (0%) |
| Online learning (scheduled sessions) | 15 sessions of 1 hour (10%) |
| Online learning (independent) | 30 sessions of 1 hour (20%) |
| Private study | 30 hours (20%) |
| Assessment | 60 hours (40%) |
| Total | 150 hours |
Private study description
Students receive additional readings and workbooks to support their learning in the module. This enables students to build their foundational knowledge or go deeper into the application and evaluation of knowledge presented in the module.
Costs
No further costs have been identified for this module.
You must pass all assessment components to pass the module.
Assessment group A1
| Weighting | Study time | Eligible for self-certification | |
|---|---|---|---|
| Individual Design Research Assignment | 70% | 42 hours | Yes (extension) |
|
Students will identify a line of enquiry to investigate and define a "design opportunity". This will require the use of research design to collect and analyse data, leading to market insights. There must be considerations and engagement with research ethics. |
|||
| Research Methods Review | 30% | 18 hours | Yes (extension) |
|
Students will collect and critique secondary data sources to formulate a novel Value Proposition, whilst assessing the the risk and opportunities of the tools and techniques used. |
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Assessment group R1
| Weighting | Study time | Eligible for self-certification | |
|---|---|---|---|
| Individual Design Research Assignment | 70% | No | |
|
Students will identify a line of enquiry to investigate and define a "design opportunity". This will require the use of research design to collect and analyse data, leading to market insights. There must be considerations and engagement with research ethics. |
|||
| Research Methods Review | 30% | No | |
|
Students will collect and critique secondary data sources to formulate a novel Value Proposition, whilst assessing the the risk and opportunities of the tools and techniques used. |
|||
Feedback on assessment
- Verbal feedback given during session.
- Written formative feedback on assignments.
Courses
This module is Core optional for:
- Year 1 of TWMS-H60Y MSc Engineering Design Management (Full Time)
This module is Core option list A for:
- Year 1 of TWMS-H103 Design for Sustainability (Full time)