Our interest was how design research worked at the interface with other disciplines. So, how did we get to this? Well, we comprised a group of around 12 people (the composition of which slightly shifted over the two days) looking at the theme of translation. We are laying out the basic idea and some suggestion on how it can be used. In the spirit of prototypes we invite you to explore it and use it, and help us refine it. Transframers was proposed as a highly rough prototype. We wanted to develop a tool that helps define these roles, provide alternatives and act as a diagnostic. One of the issues that emerged was that of the variety of roles that the design researcher (or indeed the design practioner) can take on during the research process. In that sense we tried to incorporate the best elements of design jams into this academic discourse. Early on in our discussions we considered it important to focus on an ‘end product’ – a concrete outcome that we could adapt and explore further. We explored the relationship between design and other academic disciplines. I was part of team that included Cameron Tonkinwise, Rachel Cooper, Chris Rust, Klaus Krippendorff, Michael Hohl, Sabine Foraita, Tom Bieling, and others. The organisers invited a combination of German and international design researchers to meet and explore four key themes that lie at the heart of design research. This tool was the outcome of a two day DFG Roundtable on Design Research held in March 2013 at the Design Research Lab, University of Arts, Berlin. It helps you position yourself and your practice. It is applicable from research students to large research teams. It helps you to understand your changing role as a design researcher. Transframers is a tool to support the design research process. But if I was V&A Dundee planning their launch campaign, I probably wouldn’t rush to sign up Roger Daltrey. As a starting point for other research I feel there us much to commend it. They help to demonstrate differences in values as expressed by brands. YouGov profiles are probably a useful starting point for developing personas and I can see a role for it in teaching. However the real oddity is this: their politics are clearly left of centre, but they read The Telegraph. I myself am broadly in the demographic of the wearer of Paul Smith (although my salary only really stretches to the socks, and I got given those as a present), a professional male of a certain age with a taste for Jack White, Morrissey, and Apple computers. She has a taste for empanadas and probably keeps a goldfish. Yes, I too began to doubt the veracity of this when it got onto reading preferences.īut they’re bang on when it comes to the typical Arsenal fan: a posh woman in her early 20s who shops at Waitrose and John Lewis and reads The Guardian and The Economist. They like watching Braveheart, listen to The Stranglers and are regular readers of New Scientist. If they invite you to dinner it’s likely there’ll be a Forfar Bridie involved. They read The Scotsman and Reveal Magazine, and favourite entertainment includes Gary: Tank Commander and Roger Daltrey.īut people who like the University of Dundee are more likely to be professional women aged over 40, conservative in politics with a taste for brown rice and horse racing, driving a Peugeot and reading The Herald.Īdmirers of Alex Salmond shop at Lidl and drive a Skoda. They drive a Kia, shop at Tesco and Burton is their tailor of choice. Lorne sausage and Madeira cake are amongst their favourite fo ods, they are keen on tennis and possibly keep a budgie. So, what sort of typical person has an interest in Dundee? A male around 30, working class, with voting preferences bordering on the Marxist. An Android user is more likely to be male, lower middle class and left wing in their politics. Using it we discover that the owner of an Apple iPhone is more likely to be a professional woman with politics in the centre. Visitors to the YouGov Profiles website are invited to type in “any brand, person or thing” – and will be presented with a typical persona of a consumer, fan or user. You can’t drill into the data, for that you have to pay upward of £4,000 – but it’s a taste of the data that they have. YouGov has a massive database of consumer and voter and lifestyle preferences based on 200,000 people which they have made available online for ‘profile’ access.
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