{"collectionById":{"d4a5b68c-8afd-4bbe-a7ac-e9a8422fedde":{"id":"d4a5b68c-8afd-4bbe-a7ac-e9a8422fedde","name":"Blog Articles","fieldSchemas":[{"id":"112a5d36-c2fe-4270-89db-11332b6d141c","name":"Topic","type":"plain_text"},{"id":"0b77f83b-c31a-4889-b9b3-9a6d2e41fc86","name":"Author Bio","type":"rich_text"},{"id":"0a981f8a-7dbb-440d-a940-25d9060c9b11","name":"Author Job Title","type":"plain_text"},{"id":"402ba26f-8f6d-4f5f-bf20-62e6549f4ad4","name":"Slug","type":"slug","role":"slug"},{"id":"df1c88d1-4bd8-4ecd-9059-463b9589de92","name":"Author Name","type":"plain_text"},{"id":"1f58afa6-2748-4188-b4a4-f1e54e37eca9","name":"Hero Image","type":"image"},{"id":"3084d9ba-ab55-4e5a-931b-b9db3d09105f","name":"Article Content","type":"rich_text"},{"id":"b7712ee6-f9fd-4781-8c5c-e7e10ce8f81e","name":"Publish Date","type":"date"},{"id":"f2ba59b9-49cc-4ec6-9416-bda99d4c8383","name":"Title","type":"plain_text","role":"primary"},{"id":"676063ae-971f-41f4-a8ff-51f75c78431d","name":"Reading Time","type":"plain_text"},{"id":"7eeb4aed-e691-4ca9-b11a-c4bff166e4f6","name":"Summary","type":"plain_text"}],"itemById":{"ca07284f-3eb9-4f2d-8d05-fa25f9997af1":{"id":"ca07284f-3eb9-4f2d-8d05-fa25f9997af1","index":"'Q","collectionId":"d4a5b68c-8afd-4bbe-a7ac-e9a8422fedde","fields":[{"id":"2e3be1c8-f218-48ed-8cca-2945bbd4a688","value":"{\"root\":{\"children\":[{\"children\":[{\"detail\":0,\"format\":0,\"mode\":\"normal\",\"style\":\"\",\"text\":\"Ask a graphic designer what research went into a project and you'll often get one of two answers: \\\"I looked at Pinterest\\\" or \\\"I made a survey.\\\" Both are fine starting points. Neither is a research process.\",\"type\":\"text\",\"version\":1}],\"direction\":null,\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":0,\"textStyle\":\"\"},{\"children\":[{\"detail\":0,\"format\":0,\"mode\":\"normal\",\"style\":\"\",\"text\":\"Research is what keeps a design decision from being a guess. Below are fifteen methods that work for graphic design projects, what each one is for, and where it sits in the Double Diamond.\",\"type\":\"text\",\"version\":1}],\"direction\":null,\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":0,\"textStyle\":\"\"},{\"children\":[{\"detail\":0,\"format\":0,\"mode\":\"normal\",\"style\":\"\",\"text\":\"A quick map: the Double Diamond\",\"type\":\"text\",\"version\":1}],\"direction\":null,\"format\":\"\",\"indent\":0,\"type\":\"heading\",\"version\":1,\"tag\":\"h2\"},{\"children\":[{\"detail\":0,\"format\":0,\"mode\":\"normal\",\"style\":\"\",\"text\":\"The Double Diamond was introduced by the UK Design Council in the mid-2000s and revised in 2019 as part of its Framework for Innovation. It splits a project into four phases: Discover, Define, Develop and Deliver. The first diamond is about the problem (open up, then narrow down). The second is about the solution (open up again, then narrow down).\",\"type\":\"text\",\"version\":1}],\"direction\":null,\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":0,\"textStyle\":\"\"},{\"children\":[{\"detail\":0,\"format\":0,\"mode\":\"normal\",\"style\":\"\",\"text\":\"If you learned design thinking through the Stanford d.school version (Empathize, Define, Ideate, Prototype, Test), the logic is the same.\",\"type\":\"text\",\"version\":1}],\"direction\":null,\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":0,\"textStyle\":\"\"},{\"children\":[{\"detail\":0,\"format\":0,\"mode\":\"normal\",\"style\":\"\",\"text\":\"The fifteen methods fall into three groups:\",\"type\":\"text\",\"version\":1}],\"direction\":null,\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":0,\"textStyle\":\"\"},{\"children\":[{\"children\":[{\"detail\":0,\"format\":1,\"mode\":\"normal\",\"style\":\"\",\"text\":\"Context research\",\"type\":\"text\",\"version\":1},{\"detail\":0,\"format\":0,\"mode\":\"normal\",\"style\":\"\",\"text\":\" helps you understand the world around the problem before you define it. Mostly Discover.\",\"type\":\"text\",\"version\":1}],\"direction\":null,\"format\":\"\",\"indent\":0,\"type\":\"listitem\",\"version\":1,\"textFormat\":1,\"value\":1},{\"children\":[{\"detail\":0,\"format\":1,\"mode\":\"normal\",\"style\":\"\",\"text\":\"User research\",\"type\":\"text\",\"version\":1},{\"detail\":0,\"format\":0,\"mode\":\"normal\",\"style\":\"\",\"text\":\" helps you understand the people you're designing for. Discover into Define.\",\"type\":\"text\",\"version\":1}],\"direction\":null,\"format\":\"\",\"indent\":0,\"type\":\"listitem\",\"version\":1,\"textFormat\":1,\"value\":2},{\"children\":[{\"detail\":0,\"format\":1,\"mode\":\"normal\",\"style\":\"\",\"text\":\"Synthesis and analysis\",\"type\":\"text\",\"version\":1},{\"detail\":0,\"format\":0,\"mode\":\"normal\",\"style\":\"\",\"text\":\" turns a pile of data into insights you can act on. Define into Develop.\",\"type\":\"text\",\"version\":1}],\"direction\":null,\"format\":\"\",\"indent\":0,\"type\":\"listitem\",\"version\":1,\"textFormat\":1,\"value\":3}],\"direction\":null,\"format\":\"\",\"indent\":0,\"type\":\"list\",\"version\":1,\"textFormat\":1,\"listType\":\"bullet\",\"start\":1,\"tag\":\"ul\"},{\"children\":[{\"detail\":0,\"format\":0,\"mode\":\"normal\",\"style\":\"\",\"text\":\"One tip before the list: if you're already running a survey, its data can feed several of the other methods directly. Those connections are pointed out along the way.\",\"type\":\"text\",\"version\":1}],\"direction\":null,\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":0,\"textStyle\":\"\"},{\"children\":[{\"detail\":0,\"format\":0,\"mode\":\"normal\",\"style\":\"\",\"text\":\"Context research\",\"type\":\"text\",\"version\":1}],\"direction\":null,\"format\":\"\",\"indent\":0,\"type\":\"heading\",\"version\":1,\"tag\":\"h2\"},{\"children\":[{\"detail\":0,\"format\":0,\"mode\":\"normal\",\"style\":\"\",\"text\":\"01. Desk research\",\"type\":\"text\",\"version\":1}],\"direction\":null,\"format\":\"\",\"indent\":0,\"type\":\"heading\",\"version\":1,\"tag\":\"h3\"},{\"children\":[{\"detail\":0,\"format\":0,\"mode\":\"normal\",\"style\":\"\",\"text\":\"Also called secondary research: collecting and synthesizing what already exists in academic papers, institutional reports, journalism and industry publications. It always comes first, because it stops you from spending three weeks discovering something that was published years ago.\",\"type\":\"text\",\"version\":1}],\"direction\":null,\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":0,\"textStyle\":\"\"},{\"children\":[{\"detail\":0,\"format\":0,\"mode\":\"normal\",\"style\":\"\",\"text\":\"Good places to look: journals like \",\"type\":\"text\",\"version\":1},{\"detail\":0,\"format\":2,\"mode\":\"normal\",\"style\":\"\",\"text\":\"Design Issues\",\"type\":\"text\",\"version\":1},{\"detail\":0,\"format\":0,\"mode\":\"normal\",\"style\":\"\",\"text\":\" and \",\"type\":\"text\",\"version\":1},{\"detail\":0,\"format\":2,\"mode\":\"normal\",\"style\":\"\",\"text\":\"Visible Language\",\"type\":\"text\",\"version\":1},{\"detail\":0,\"format\":0,\"mode\":\"normal\",\"style\":\"\",\"text\":\", databases like Google Scholar and JSTOR, and your library's catalog. Two solid books for graphic designers are \",\"type\":\"text\",\"version\":1},{\"detail\":0,\"format\":2,\"mode\":\"normal\",\"style\":\"\",\"text\":\"Visual Research\",\"type\":\"text\",\"version\":1},{\"detail\":0,\"format\":0,\"mode\":\"normal\",\"style\":\"\",\"text\":\" by Ian Noble and Russell Bestley, and \",\"type\":\"text\",\"version\":1},{\"detail\":0,\"format\":2,\"mode\":\"normal\",\"style\":\"\",\"text\":\"Graphic Design as Communication\",\"type\":\"text\",\"version\":1},{\"detail\":0,\"format\":0,\"mode\":\"normal\",\"style\":\"\",\"text\":\" by Malcolm Barnard.\",\"type\":\"text\",\"version\":1}],\"direction\":null,\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":0,\"textStyle\":\"\"},{\"children\":[{\"detail\":0,\"format\":0,\"mode\":\"normal\",\"style\":\"\",\"text\":\"Write down what you need to know before you search, use more than one database, and log every source with a short note (Zotero or a plain spreadsheet both work). Close with a one-page summary of what's known, what's contradictory and what's missing.\",\"type\":\"text\",\"version\":1}],\"direction\":null,\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":0,\"textStyle\":\"\"},{\"children\":[{\"detail\":0,\"format\":1,\"mode\":\"normal\",\"style\":\"\",\"text\":\"Output:\",\"type\":\"text\",\"version\":1},{\"detail\":0,\"format\":0,\"mode\":\"normal\",\"style\":\"\",\"text\":\" a findings table or concept map, with sources.\",\"type\":\"text\",\"version\":1}],\"direction\":null,\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":1,\"textStyle\":\"\"},{\"children\":[{\"detail\":0,\"format\":0,\"mode\":\"normal\",\"style\":\"\",\"text\":\"02. PESTEL analysis\",\"type\":\"text\",\"version\":1}],\"direction\":null,\"format\":\"\",\"indent\":0,\"type\":\"heading\",\"version\":1,\"tag\":\"h3\"},{\"children\":[{\"detail\":0,\"format\":0,\"mode\":\"normal\",\"style\":\"\",\"text\":\"PESTEL scans six external forces that can shape a project: Political, Economic, Social, Technological, Environmental and Legal. It comes from strategic management, but it works for any design project, from a national campaign to a rebrand for a neighborhood taquería.\",\"type\":\"text\",\"version\":1}],\"direction\":null,\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":0,\"textStyle\":\"\"},{\"children\":[{\"detail\":0,\"format\":0,\"mode\":\"normal\",\"style\":\"\",\"text\":\"List three to six factors per category, mark each one as an opportunity or a threat, and rate its impact. Then write down what it means for the design. The most common mistake is filling the boxes with generic factors. If a factor could be pasted into someone else's PESTEL unchanged, cut it.\",\"type\":\"text\",\"version\":1}],\"direction\":null,\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":0,\"textStyle\":\"\"},{\"children\":[{\"detail\":0,\"format\":1,\"mode\":\"normal\",\"style\":\"\",\"text\":\"Output:\",\"type\":\"text\",\"version\":1},{\"detail\":0,\"format\":0,\"mode\":\"normal\",\"style\":\"\",\"text\":\" a prioritized PESTEL table with design implications.\",\"type\":\"text\",\"version\":1}],\"direction\":null,\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":1,\"textStyle\":\"\"},{\"children\":[{\"detail\":0,\"format\":0,\"mode\":\"normal\",\"style\":\"\",\"text\":\"03. Competitive analysis\",\"type\":\"text\",\"version\":1}],\"direction\":null,\"format\":\"\",\"indent\":0,\"type\":\"heading\",\"version\":1,\"tag\":\"h3\"},{\"children\":[{\"detail\":0,\"format\":0,\"mode\":\"normal\",\"style\":\"\",\"text\":\"A structured look at the brands, products or pieces that will sit next to yours, to find conventions, strengths, weaknesses and room to stand out. Before you design an identity or a package, you need to know what the shelf already looks like.\",\"type\":\"text\",\"version\":1}],\"direction\":null,\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":0,\"textStyle\":\"\"},{\"children\":[{\"detail\":0,\"format\":0,\"mode\":\"normal\",\"style\":\"\",\"text\":\"Pick four to eight direct and indirect competitors. Define your criteria (color, type, tone of voice, graphic resources, channels). Build a matrix with competitors as rows and criteria as columns, and fill it with real material: websites, social profiles, packaging, stationery. Then look for what everyone shares (the category convention) and what nobody is doing (your opening).\",\"type\":\"text\",\"version\":1}],\"direction\":null,\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":0,\"textStyle\":\"\"},{\"children\":[{\"detail\":0,\"format\":1,\"mode\":\"normal\",\"style\":\"\",\"text\":\"Output:\",\"type\":\"text\",\"version\":1},{\"detail\":0,\"format\":0,\"mode\":\"normal\",\"style\":\"\",\"text\":\" a comparison matrix with screenshots and positioning notes.\",\"type\":\"text\",\"version\":1}],\"direction\":null,\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":1,\"textStyle\":\"\"},{\"children\":[{\"detail\":0,\"format\":0,\"mode\":\"normal\",\"style\":\"\",\"text\":\"04. SWOT analysis\",\"type\":\"text\",\"version\":1}],\"direction\":null,\"format\":\"\",\"indent\":0,\"type\":\"heading\",\"version\":1,\"tag\":\"h3\"},{\"children\":[{\"detail\":0,\"format\":0,\"mode\":\"normal\",\"style\":\"\",\"text\":\"SWOT sorts Strengths and Weaknesses (internal to your project) and Opportunities and Threats (external). It connects context research to decisions, and it's handy for assessing an existing brand before a redesign.\",\"type\":\"text\",\"version\":1}],\"direction\":null,\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":0,\"textStyle\":\"\"},{\"children\":[{\"detail\":0,\"format\":0,\"mode\":\"normal\",\"style\":\"\",\"text\":\"Two rules keep it honest. First, SWOT is about your project, not your competitors; they only show up as threats or opportunities. Second, opportunities are real conditions in the world, not wishes. \\\"We hope demand grows\\\" is a wish. A documented market shift, with a source, is an opportunity. Do your PESTEL first and SWOT gets much easier.\",\"type\":\"text\",\"version\":1}],\"direction\":null,\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":0,\"textStyle\":\"\"},{\"children\":[{\"detail\":0,\"format\":1,\"mode\":\"normal\",\"style\":\"\",\"text\":\"Output:\",\"type\":\"text\",\"version\":1},{\"detail\":0,\"format\":0,\"mode\":\"normal\",\"style\":\"\",\"text\":\" a SWOT table with the strategies it suggests: strengths paired with opportunities, weaknesses guarded against threats.\",\"type\":\"text\",\"version\":1}],\"direction\":null,\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":1,\"textStyle\":\"\"},{\"children\":[{\"detail\":0,\"format\":0,\"mode\":\"normal\",\"style\":\"\",\"text\":\"05. Trend analysis\",\"type\":\"text\",\"version\":1}],\"direction\":null,\"format\":\"\",\"indent\":0,\"type\":\"heading\",\"version\":1,\"tag\":\"h3\"},{\"children\":[{\"detail\":0,\"format\":0,\"mode\":\"normal\",\"style\":\"\",\"text\":\"A systematic way of spotting and documenting emerging patterns in behavior, visual culture, technology and society, so the work stays relevant after launch day.\",\"type\":\"text\",\"version\":1}],\"direction\":null,\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":0,\"textStyle\":\"\"},{\"children\":[{\"detail\":0,\"format\":0,\"mode\":\"normal\",\"style\":\"\",\"text\":\"Start by choosing a horizon: current trends (the next year or two), emerging ones (two to five years) or early signals (further out). Collect references from outside design too: fashion, architecture, art. Group them by driver (social, technological, cultural, economic, aesthetic) and keep the ones that appear across several industries.\",\"type\":\"text\",\"version\":1}],\"direction\":null,\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":0,\"textStyle\":\"\"},{\"children\":[{\"detail\":0,\"format\":0,\"mode\":\"normal\",\"style\":\"\",\"text\":\"Social media is a good place to spot signals and a bad place to confirm them: an aesthetic all over your feed this month may be gone in six. Check it against sources that document their method, like Pantone's color forecasts, agencies such as WGSN, or Google Trends data.\",\"type\":\"text\",\"version\":1}],\"direction\":null,\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":0,\"textStyle\":\"\"},{\"children\":[{\"detail\":0,\"format\":1,\"mode\":\"normal\",\"style\":\"\",\"text\":\"Output:\",\"type\":\"text\",\"version\":1},{\"detail\":0,\"format\":0,\"mode\":\"normal\",\"style\":\"\",\"text\":\" a trend board with visual evidence, driver and relevance to the project.\",\"type\":\"text\",\"version\":1}],\"direction\":null,\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":1,\"textStyle\":\"\"},{\"children\":[{\"detail\":0,\"format\":0,\"mode\":\"normal\",\"style\":\"\",\"text\":\"06. Stakeholder map\",\"type\":\"text\",\"version\":1}],\"direction\":null,\"format\":\"\",\"indent\":0,\"type\":\"heading\",\"version\":1,\"tag\":\"h3\"},{\"children\":[{\"detail\":0,\"format\":0,\"mode\":\"normal\",\"style\":\"\",\"text\":\"A map of everyone connected to the project: who commissions it, who uses it, who's affected by it and who can block it. Graphic design projects almost always have more than one audience (client, end user, secondary public, distributors, regulators), and those audiences often want different things.\",\"type\":\"text\",\"version\":1}],\"direction\":null,\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":0,\"textStyle\":\"\"},{\"children\":[{\"detail\":0,\"format\":0,\"mode\":\"normal\",\"style\":\"\",\"text\":\"Draw concentric circles with the project at the center. Brainstorm every possible actor, silently, on sticky notes, for five minutes. Classify them, note each one's needs and influence, draw the relationships, and flag where needs conflict. Those conflicts are design tensions you'll have to resolve.\",\"type\":\"text\",\"version\":1}],\"direction\":null,\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":0,\"textStyle\":\"\"},{\"children\":[{\"detail\":0,\"format\":0,\"mode\":\"normal\",\"style\":\"\",\"text\":\"Don't list only users, and don't ignore low-power actors: one unhappy customer has little power, but a community of them online has a lot.\",\"type\":\"text\",\"version\":1}],\"direction\":null,\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":0,\"textStyle\":\"\"},{\"children\":[{\"detail\":0,\"format\":1,\"mode\":\"normal\",\"style\":\"\",\"text\":\"Output:\",\"type\":\"text\",\"version\":1},{\"detail\":0,\"format\":0,\"mode\":\"normal\",\"style\":\"\",\"text\":\" a stakeholder map with hierarchy and relationships annotated.\",\"type\":\"text\",\"version\":1}],\"direction\":null,\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":1,\"textStyle\":\"\"},{\"children\":[{\"detail\":0,\"format\":0,\"mode\":\"normal\",\"style\":\"\",\"text\":\"User research\",\"type\":\"text\",\"version\":1}],\"direction\":null,\"format\":\"\",\"indent\":0,\"type\":\"heading\",\"version\":1,\"tag\":\"h2\"},{\"children\":[{\"detail\":0,\"format\":0,\"mode\":\"normal\",\"style\":\"\",\"text\":\"07. Survey\",\"type\":\"text\",\"version\":1}],\"direction\":null,\"format\":\"\",\"indent\":0,\"type\":\"heading\",\"version\":1,\"tag\":\"h3\"},{\"children\":[{\"detail\":0,\"format\":0,\"mode\":\"normal\",\"style\":\"\",\"text\":\"A standardized instrument for collecting data from a sample of people. It's the most accessible primary research method for design students, which is also why it's the one most often done badly.\",\"type\":\"text\",\"version\":1}],\"direction\":null,\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":0,\"textStyle\":\"\"},{\"children\":[{\"detail\":0,\"format\":0,\"mode\":\"normal\",\"style\":\"\",\"text\":\"Define your research objective before writing a single question. Open with easy warm-up questions. Use closed questions (multiple choice, Likert scales) for data you can count and a few open ones for quotes. Avoid double-barreled questions (\\\"Did you like the color and the size?\\\") and loaded wording, and pilot the survey with about five people before sending it out.\",\"type\":\"text\",\"version\":1}],\"direction\":null,\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":0,\"textStyle\":\"\"},{\"children\":[{\"detail\":0,\"format\":1,\"mode\":\"normal\",\"style\":\"\",\"text\":\"Output:\",\"type\":\"text\",\"version\":1},{\"detail\":0,\"format\":0,\"mode\":\"normal\",\"style\":\"\",\"text\":\" a results report with charts, quotes and design conclusions.\",\"type\":\"text\",\"version\":1}],\"direction\":null,\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":1,\"textStyle\":\"\"},{\"children\":[{\"detail\":0,\"format\":0,\"mode\":\"normal\",\"style\":\"\",\"text\":\"08. Visual content analysis\",\"type\":\"text\",\"version\":1}],\"direction\":null,\"format\":\"\",\"indent\":0,\"type\":\"heading\",\"version\":1,\"tag\":\"h3\"},{\"children\":[{\"detail\":0,\"format\":0,\"mode\":\"normal\",\"style\":\"\",\"text\":\"A systematic technique for describing and counting what appears in a body of visual material: posts, covers, campaigns, logos. It lets you study a lot of material in a way someone else could repeat.\",\"type\":\"text\",\"version\":1}],\"direction\":null,\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":0,\"textStyle\":\"\"},{\"children\":[{\"detail\":0,\"format\":0,\"mode\":\"normal\",\"style\":\"\",\"text\":\"Define the corpus (say, 30 magazine covers or 20 logos from one industry) and your variables: dominant color, typeface classification, photographic style, graphic elements, emotional tone. Build a coding sheet, fill it piece by piece, then count and interpret.\",\"type\":\"text\",\"version\":1}],\"direction\":null,\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":0,\"textStyle\":\"\"},{\"children\":[{\"detail\":0,\"format\":0,\"mode\":\"normal\",\"style\":\"\",\"text\":\"If your survey asked people which brands or media they follow, those answers can become your corpus.\",\"type\":\"text\",\"version\":1}],\"direction\":null,\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":0,\"textStyle\":\"\"},{\"children\":[{\"detail\":0,\"format\":1,\"mode\":\"normal\",\"style\":\"\",\"text\":\"Output:\",\"type\":\"text\",\"version\":1},{\"detail\":0,\"format\":0,\"mode\":\"normal\",\"style\":\"\",\"text\":\" a coding table, frequency charts and an interpretation of the dominant patterns.\",\"type\":\"text\",\"version\":1}],\"direction\":null,\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":1,\"textStyle\":\"\"},{\"children\":[{\"detail\":0,\"format\":0,\"mode\":\"normal\",\"style\":\"\",\"text\":\"09. Focus group\",\"type\":\"text\",\"version\":1}],\"direction\":null,\"format\":\"\",\"indent\":0,\"type\":\"heading\",\"version\":1,\"tag\":\"h3\"},{\"children\":[{\"detail\":0,\"format\":0,\"mode\":\"normal\",\"style\":\"\",\"text\":\"A moderated group conversation, usually five to ten participants for 60 to 90 minutes, that explores reactions to a topic, concept or prototype. It shows you how people talk about the problem in their own words.\",\"type\":\"text\",\"version\":1}],\"direction\":null,\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":0,\"textStyle\":\"\"},{\"children\":[{\"detail\":0,\"format\":0,\"mode\":\"normal\",\"style\":\"\",\"text\":\"Recruit people who match your audience and don't mix hierarchies (a boss in the room quiets everyone else). Prepare five to seven open topics, general to specific, and split roles: one person moderates neutrally, another takes notes.\",\"type\":\"text\",\"version\":1}],\"direction\":null,\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":0,\"textStyle\":\"\"},{\"children\":[{\"detail\":0,\"format\":0,\"mode\":\"normal\",\"style\":\"\",\"text\":\"Know its limit. A focus group captures what people say, not what they do. And if you walk in hoping to hear that your idea is good, you'll hear it and learn nothing. The uncomfortable findings are the valuable ones.\",\"type\":\"text\",\"version\":1}],\"direction\":null,\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":0,\"textStyle\":\"\"},{\"children\":[{\"detail\":0,\"format\":1,\"mode\":\"normal\",\"style\":\"\",\"text\":\"Output:\",\"type\":\"text\",\"version\":1},{\"detail\":0,\"format\":0,\"mode\":\"normal\",\"style\":\"\",\"text\":\" a findings report with direct quotes, agreements and disagreements.\",\"type\":\"text\",\"version\":1}],\"direction\":null,\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":1,\"textStyle\":\"\"},{\"children\":[{\"detail\":0,\"format\":0,\"mode\":\"normal\",\"style\":\"\",\"text\":\"10. Semantic differential\",\"type\":\"text\",\"version\":1}],\"direction\":null,\"format\":\"\",\"indent\":0,\"type\":\"heading\",\"version\":1,\"tag\":\"h3\"},{\"children\":[{\"detail\":0,\"format\":0,\"mode\":\"normal\",\"style\":\"\",\"text\":\"Developed by psychologist Charles Osgood and colleagues in the 1950s, the semantic differential asks people to place something between pairs of opposite adjectives on a five or seven point scale: modern / classic, trustworthy / risky, warm / cold.\",\"type\":\"text\",\"version\":1}],\"direction\":null,\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":0,\"textStyle\":\"\"},{\"children\":[{\"detail\":0,\"format\":0,\"mode\":\"normal\",\"style\":\"\",\"text\":\"It turns \\\"I don't know, it feels cold\\\" into numbers you can compare, which makes it ideal for testing how a logo, palette or package is perceived. Choose six to twelve pairs relevant to the project, add them to your survey, average each pair, and you have a semantic profile. Run it on two or three design options and compare the profiles.\",\"type\":\"text\",\"version\":1}],\"direction\":null,\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":0,\"textStyle\":\"\"},{\"children\":[{\"detail\":0,\"format\":1,\"mode\":\"normal\",\"style\":\"\",\"text\":\"Output:\",\"type\":\"text\",\"version\":1},{\"detail\":0,\"format\":0,\"mode\":\"normal\",\"style\":\"\",\"text\":\" a semantic profile chart (bipolar or radar) with interpretation.\",\"type\":\"text\",\"version\":1}],\"direction\":null,\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":1,\"textStyle\":\"\"},{\"children\":[{\"detail\":0,\"format\":0,\"mode\":\"normal\",\"style\":\"\",\"text\":\"11. Empathy map\",\"type\":\"text\",\"version\":1}],\"direction\":null,\"format\":\"\",\"indent\":0,\"type\":\"heading\",\"version\":1,\"tag\":\"h3\"},{\"children\":[{\"detail\":0,\"format\":0,\"mode\":\"normal\",\"style\":\"\",\"text\":\"A canvas created by Dave Gray at XPLANE that organizes what you know about a user into four quadrants: what they say, think, do and feel.\",\"type\":\"text\",\"version\":1}],\"direction\":null,\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":0,\"textStyle\":\"\"},{\"children\":[{\"detail\":0,\"format\":0,\"mode\":\"normal\",\"style\":\"\",\"text\":\"Gather your research (survey quotes, focus group notes), write one finding per sticky note, and place each in its quadrant. Then read across. When someone says one thing and does another, you've found a tension worth designing for. Finish by writing down the three to five insights the map revealed.\",\"type\":\"text\",\"version\":1}],\"direction\":null,\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":0,\"textStyle\":\"\"},{\"children\":[{\"detail\":0,\"format\":0,\"mode\":\"normal\",\"style\":\"\",\"text\":\"An empathy map is built from research. Filled in from assumptions, it's just a drawing of your own opinions.\",\"type\":\"text\",\"version\":1}],\"direction\":null,\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":0,\"textStyle\":\"\"},{\"children\":[{\"detail\":0,\"format\":1,\"mode\":\"normal\",\"style\":\"\",\"text\":\"Output:\",\"type\":\"text\",\"version\":1},{\"detail\":0,\"format\":0,\"mode\":\"normal\",\"style\":\"\",\"text\":\" a finished map plus three to five insights.\",\"type\":\"text\",\"version\":1}],\"direction\":null,\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":1,\"textStyle\":\"\"},{\"children\":[{\"detail\":0,\"format\":0,\"mode\":\"normal\",\"style\":\"\",\"text\":\"12. Personas\",\"type\":\"text\",\"version\":1}],\"direction\":null,\"format\":\"\",\"indent\":0,\"type\":\"heading\",\"version\":1,\"tag\":\"h3\"},{\"children\":[{\"detail\":0,\"format\":0,\"mode\":\"normal\",\"style\":\"\",\"text\":\"A persona is an archetype built from real research data. It's not a real person, but a composite of the patterns you found, and it gives the whole team one shared reference: \\\"Would this work for her?\\\"\",\"type\":\"text\",\"version\":1}],\"direction\":null,\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":0,\"textStyle\":\"\"},{\"children\":[{\"detail\":0,\"format\":0,\"mode\":\"normal\",\"style\":\"\",\"text\":\"A useful persona includes key demographics, a real quote from your data, goals, frustrations and the behaviors that matter to the project. Look for clusters in your survey data, add the qualitative findings, and build two to four personas. More than that and nobody remembers any of them.\",\"type\":\"text\",\"version\":1}],\"direction\":null,\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":0,\"textStyle\":\"\"},{\"children\":[{\"detail\":0,\"format\":0,\"mode\":\"normal\",\"style\":\"\",\"text\":\"Two mistakes: basing the persona on yourself, and confusing it with a marketing buyer persona, which is about purchase decisions rather than use.\",\"type\":\"text\",\"version\":1}],\"direction\":null,\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":0,\"textStyle\":\"\"},{\"children\":[{\"detail\":0,\"format\":1,\"mode\":\"normal\",\"style\":\"\",\"text\":\"Output:\",\"type\":\"text\",\"version\":1},{\"detail\":0,\"format\":0,\"mode\":\"normal\",\"style\":\"\",\"text\":\" two or three persona sheets.\",\"type\":\"text\",\"version\":1}],\"direction\":null,\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":1,\"textStyle\":\"\"},{\"children\":[{\"detail\":0,\"format\":0,\"mode\":\"normal\",\"style\":\"\",\"text\":\"13. Journey map\",\"type\":\"text\",\"version\":1}],\"direction\":null,\"format\":\"\",\"indent\":0,\"type\":\"heading\",\"version\":1,\"tag\":\"h3\"},{\"children\":[{\"detail\":0,\"format\":0,\"mode\":\"normal\",\"style\":\"\",\"text\":\"A timeline of a person's full experience with a product, service or brand, documenting actions, thoughts, emotions and touchpoints at each stage. For graphic designers it shows where design has the most impact and where things break.\",\"type\":\"text\",\"version\":1}],\"direction\":null,\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":0,\"textStyle\":\"\"},{\"children\":[{\"detail\":0,\"format\":0,\"mode\":\"normal\",\"style\":\"\",\"text\":\"Pick a persona and a scenario. Define the phases (before, during, after). For each one, note actions, thoughts, emotions and touchpoints, then mark design opportunities at the moments of highest friction or highest delight.\",\"type\":\"text\",\"version\":1}],\"direction\":null,\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":0,\"textStyle\":\"\"},{\"children\":[{\"detail\":0,\"format\":0,\"mode\":\"normal\",\"style\":\"\",\"text\":\"Map the current experience honestly, problems included. Prettify it and you hide the very problems you're supposed to solve. The improved version belongs in a separate future-state map.\",\"type\":\"text\",\"version\":1}],\"direction\":null,\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":0,\"textStyle\":\"\"},{\"children\":[{\"detail\":0,\"format\":1,\"mode\":\"normal\",\"style\":\"\",\"text\":\"Output:\",\"type\":\"text\",\"version\":1},{\"detail\":0,\"format\":0,\"mode\":\"normal\",\"style\":\"\",\"text\":\" a journey map with opportunities marked.\",\"type\":\"text\",\"version\":1}],\"direction\":null,\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":1,\"textStyle\":\"\"},{\"children\":[{\"detail\":0,\"format\":0,\"mode\":\"normal\",\"style\":\"\",\"text\":\"Synthesis and analysis\",\"type\":\"text\",\"version\":1}],\"direction\":null,\"format\":\"\",\"indent\":0,\"type\":\"heading\",\"version\":1,\"tag\":\"h2\"},{\"children\":[{\"detail\":0,\"format\":0,\"mode\":\"normal\",\"style\":\"\",\"text\":\"14. Affinity mapping\",\"type\":\"text\",\"version\":1}],\"direction\":null,\"format\":\"\",\"indent\":0,\"type\":\"heading\",\"version\":1,\"tag\":\"h3\"},{\"children\":[{\"detail\":0,\"format\":0,\"mode\":\"normal\",\"style\":\"\",\"text\":\"Also called affinity diagramming or the KJ method (after the Japanese anthropologist Jiro Kawakita), it's the standard way to turn a large pile of qualitative data into patterns.\",\"type\":\"text\",\"version\":1}],\"direction\":null,\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":0,\"textStyle\":\"\"},{\"children\":[{\"detail\":0,\"format\":0,\"mode\":\"normal\",\"style\":\"\",\"text\":\"Write every observation, quote or finding on its own note and put them all on a wall or digital whiteboard. In silence, group the notes that feel related, without naming the groups yet. Then talk it through as a team, adjust, and give each group a short label. The three to five largest or most surprising groups become your main insights, and each can become a \\\"How might we...?\\\" question to start ideation.\",\"type\":\"text\",\"version\":1}],\"direction\":null,\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":0,\"textStyle\":\"\"},{\"children\":[{\"detail\":0,\"format\":1,\"mode\":\"normal\",\"style\":\"\",\"text\":\"Output:\",\"type\":\"text\",\"version\":1},{\"detail\":0,\"format\":0,\"mode\":\"normal\",\"style\":\"\",\"text\":\" a documented affinity diagram with labeled groups and ranked insights.\",\"type\":\"text\",\"version\":1}],\"direction\":null,\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":1,\"textStyle\":\"\"},{\"children\":[{\"detail\":0,\"format\":0,\"mode\":\"normal\",\"style\":\"\",\"text\":\"15. Benchmarking\",\"type\":\"text\",\"version\":1}],\"direction\":null,\"format\":\"\",\"indent\":0,\"type\":\"heading\",\"version\":1,\"tag\":\"h3\"},{\"children\":[{\"detail\":0,\"format\":0,\"mode\":\"normal\",\"style\":\"\",\"text\":\"Comparing your project against the best examples available, often from other industries, to set a quality bar. Competitive analysis looks sideways at the market you're in. Benchmarking looks up, at the best work anyone has done on the criterion you care about.\",\"type\":\"text\",\"version\":1}],\"direction\":null,\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":0,\"textStyle\":\"\"},{\"children\":[{\"detail\":0,\"format\":0,\"mode\":\"normal\",\"style\":\"\",\"text\":\"There are three useful types: functional (how do others solve the same communication problem?), aesthetic (what's the highest visual standard in this category?) and process (how do the best teams work on this kind of project?). Pick five to eight references, evaluate them with the same criteria, and define the level your project should reach. If your survey asked people which brands they admire, start there.\",\"type\":\"text\",\"version\":1}],\"direction\":null,\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":0,\"textStyle\":\"\"},{\"children\":[{\"detail\":0,\"format\":1,\"mode\":\"normal\",\"style\":\"\",\"text\":\"Output:\",\"type\":\"text\",\"version\":1},{\"detail\":0,\"format\":0,\"mode\":\"normal\",\"style\":\"\",\"text\":\" a benchmarking table with references, criteria and a target level.\",\"type\":\"text\",\"version\":1}],\"direction\":null,\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":1,\"textStyle\":\"\"},{\"children\":[{\"detail\":0,\"format\":0,\"mode\":\"normal\",\"style\":\"\",\"text\":\"Which methods go where\",\"type\":\"text\",\"version\":1}],\"direction\":null,\"format\":\"\",\"indent\":0,\"type\":\"heading\",\"version\":1,\"tag\":\"h2\"},{\"children\":[{\"children\":[{\"detail\":0,\"format\":1,\"mode\":\"normal\",\"style\":\"\",\"text\":\"Discover (what's the real problem?)\",\"type\":\"text\",\"version\":1},{\"detail\":0,\"format\":0,\"mode\":\"normal\",\"style\":\"\",\"text\":\": Desk research, PESTEL, competitive analysis, trends, stakeholder map, survey\",\"type\":\"text\",\"version\":1}],\"direction\":null,\"format\":\"\",\"indent\":0,\"type\":\"listitem\",\"version\":1,\"textFormat\":1,\"value\":1},{\"children\":[{\"detail\":0,\"format\":1,\"mode\":\"normal\",\"style\":\"\",\"text\":\"Define (which problem is the right one?)\",\"type\":\"text\",\"version\":1},{\"detail\":0,\"format\":0,\"mode\":\"normal\",\"style\":\"\",\"text\":\": Content analysis, focus group, semantic differential, empathy map, personas, affinity mapping\",\"type\":\"text\",\"version\":1}],\"direction\":null,\"format\":\"\",\"indent\":0,\"type\":\"listitem\",\"version\":1,\"textFormat\":1,\"value\":2},{\"children\":[{\"detail\":0,\"format\":1,\"mode\":\"normal\",\"style\":\"\",\"text\":\"Develop (what could the solutions be?)\",\"type\":\"text\",\"version\":1},{\"detail\":0,\"format\":0,\"mode\":\"normal\",\"style\":\"\",\"text\":\": Journey map, benchmarking, revisiting personas\",\"type\":\"text\",\"version\":1}],\"direction\":null,\"format\":\"\",\"indent\":0,\"type\":\"listitem\",\"version\":1,\"textFormat\":1,\"value\":3},{\"children\":[{\"detail\":0,\"format\":1,\"mode\":\"normal\",\"style\":\"\",\"text\":\"Deliver (which solution works?)\",\"type\":\"text\",\"version\":1},{\"detail\":0,\"format\":0,\"mode\":\"normal\",\"style\":\"\",\"text\":\": SWOT to compare options, semantic differential to test prototypes, focus group to validate\",\"type\":\"text\",\"version\":1}],\"direction\":null,\"format\":\"\",\"indent\":0,\"type\":\"listitem\",\"version\":1,\"textFormat\":1,\"value\":4}],\"direction\":null,\"format\":\"\",\"indent\":0,\"type\":\"list\",\"version\":1,\"textFormat\":1,\"listType\":\"bullet\",\"start\":1,\"tag\":\"ul\"},{\"children\":[{\"detail\":0,\"format\":0,\"mode\":\"normal\",\"style\":\"\",\"text\":\"In practice the phases aren't a straight line; the 2019 revision explicitly allows looping back when the data calls for it.\",\"type\":\"text\",\"version\":1}],\"direction\":null,\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":0,\"textStyle\":\"\"},{\"children\":[{\"detail\":0,\"format\":0,\"mode\":\"normal\",\"style\":\"\",\"text\":\"A quick selection guide\",\"type\":\"text\",\"version\":1}],\"direction\":null,\"format\":\"\",\"indent\":0,\"type\":\"heading\",\"version\":1,\"tag\":\"h2\"},{\"children\":[{\"children\":[{\"detail\":0,\"format\":1,\"mode\":\"normal\",\"style\":\"\",\"text\":\"Branding and identity:\",\"type\":\"text\",\"version\":1},{\"detail\":0,\"format\":0,\"mode\":\"normal\",\"style\":\"\",\"text\":\" desk research, competitive analysis, SWOT, trends, personas, benchmarking.\",\"type\":\"text\",\"version\":1}],\"direction\":null,\"format\":\"\",\"indent\":0,\"type\":\"listitem\",\"version\":1,\"textFormat\":1,\"value\":1},{\"children\":[{\"detail\":0,\"format\":1,\"mode\":\"normal\",\"style\":\"\",\"text\":\"Campaigns and communication:\",\"type\":\"text\",\"version\":1},{\"detail\":0,\"format\":0,\"mode\":\"normal\",\"style\":\"\",\"text\":\" survey, focus group, semantic differential, empathy map, journey map, affinity mapping.\",\"type\":\"text\",\"version\":1}],\"direction\":null,\"format\":\"\",\"indent\":0,\"type\":\"listitem\",\"version\":1,\"textFormat\":1,\"value\":2},{\"children\":[{\"detail\":0,\"format\":1,\"mode\":\"normal\",\"style\":\"\",\"text\":\"Information design and systems:\",\"type\":\"text\",\"version\":1},{\"detail\":0,\"format\":0,\"mode\":\"normal\",\"style\":\"\",\"text\":\" desk research, stakeholder map, content analysis, personas, journey map, affinity mapping. Card sorting (asking people to group your content into categories that make sense to them) is worth adding here.\",\"type\":\"text\",\"version\":1}],\"direction\":null,\"format\":\"\",\"indent\":0,\"type\":\"listitem\",\"version\":1,\"textFormat\":1,\"value\":3},{\"children\":[{\"detail\":0,\"format\":1,\"mode\":\"normal\",\"style\":\"\",\"text\":\"Editorial and typography:\",\"type\":\"text\",\"version\":1},{\"detail\":0,\"format\":0,\"mode\":\"normal\",\"style\":\"\",\"text\":\" desk research, trends, content analysis, benchmarking.\",\"type\":\"text\",\"version\":1}],\"direction\":null,\"format\":\"\",\"indent\":0,\"type\":\"listitem\",\"version\":1,\"textFormat\":1,\"value\":4}],\"direction\":null,\"format\":\"\",\"indent\":0,\"type\":\"list\",\"version\":1,\"textFormat\":1,\"listType\":\"bullet\",\"start\":1,\"tag\":\"ul\"},{\"children\":[{\"detail\":0,\"format\":0,\"mode\":\"normal\",\"style\":\"\",\"text\":\"Pick your project type, choose three methods from that line, and write one sentence for each: what decision will this method help me make? If you can't write the sentence, choose a different method.\",\"type\":\"text\",\"version\":1}],\"direction\":null,\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":0,\"textStyle\":\"\"},{\"children\":[{\"detail\":0,\"format\":0,\"mode\":\"normal\",\"style\":\"\",\"text\":\"Further reading\",\"type\":\"text\",\"version\":1}],\"direction\":null,\"format\":\"\",\"indent\":0,\"type\":\"heading\",\"version\":1,\"tag\":\"h2\"},{\"children\":[{\"children\":[{\"detail\":0,\"format\":0,\"mode\":\"normal\",\"style\":\"\",\"text\":\"Noble, I. and Bestley, R. \",\"type\":\"text\",\"version\":1},{\"detail\":0,\"format\":2,\"mode\":\"normal\",\"style\":\"\",\"text\":\"Visual Research: An Introduction to Research Methodologies in Graphic Design\",\"type\":\"text\",\"version\":1},{\"detail\":0,\"format\":0,\"mode\":\"normal\",\"style\":\"\",\"text\":\" (AVA, 2005; later editions by Bloomsbury).\",\"type\":\"text\",\"version\":1}],\"direction\":null,\"format\":\"\",\"indent\":0,\"type\":\"listitem\",\"version\":1,\"value\":1},{\"children\":[{\"detail\":0,\"format\":0,\"mode\":\"normal\",\"style\":\"\",\"text\":\"Barnard, M. \",\"type\":\"text\",\"version\":1},{\"detail\":0,\"format\":2,\"mode\":\"normal\",\"style\":\"\",\"text\":\"Graphic Design as Communication\",\"type\":\"text\",\"version\":1},{\"detail\":0,\"format\":0,\"mode\":\"normal\",\"style\":\"\",\"text\":\" (Routledge, 2005).\",\"type\":\"text\",\"version\":1}],\"direction\":null,\"format\":\"\",\"indent\":0,\"type\":\"listitem\",\"version\":1,\"value\":2},{\"children\":[{\"detail\":0,\"format\":0,\"mode\":\"normal\",\"style\":\"\",\"text\":\"Osgood, C., Suci, G. and Tannenbaum, P. \",\"type\":\"text\",\"version\":1},{\"detail\":0,\"format\":2,\"mode\":\"normal\",\"style\":\"\",\"text\":\"The Measurement of Meaning\",\"type\":\"text\",\"version\":1},{\"detail\":0,\"format\":0,\"mode\":\"normal\",\"style\":\"\",\"text\":\" (University of Illinois Press, 1957).\",\"type\":\"text\",\"version\":1}],\"direction\":null,\"format\":\"\",\"indent\":0,\"type\":\"listitem\",\"version\":1,\"value\":3},{\"children\":[{\"detail\":0,\"format\":0,\"mode\":\"normal\",\"style\":\"\",\"text\":\"Stickdorn, M., Hormess, M., Lawrence, A. and Schneider, J. \",\"type\":\"text\",\"version\":1},{\"detail\":0,\"format\":2,\"mode\":\"normal\",\"style\":\"\",\"text\":\"This Is Service Design Doing\",\"type\":\"text\",\"version\":1},{\"detail\":0,\"format\":0,\"mode\":\"normal\",\"style\":\"\",\"text\":\" (O'Reilly, 2018).\",\"type\":\"text\",\"version\":1}],\"direction\":null,\"format\":\"\",\"indent\":0,\"type\":\"listitem\",\"version\":1,\"value\":4}],\"direction\":null,\"format\":\"\",\"indent\":0,\"type\":\"list\",\"version\":1,\"listType\":\"bullet\",\"start\":1,\"tag\":\"ul\"}],\"direction\":null,\"format\":\"\",\"indent\":0,\"type\":\"root\",\"version\":1}}","itemId":"ca07284f-3eb9-4f2d-8d05-fa25f9997af1","fieldSchemaId":"3084d9ba-ab55-4e5a-931b-b9db3d09105f"},{"id":"a5e26c95-f6dc-4b93-a5af-b8751c249a7a","value":"15 Research Methods for Graphic Designers, Mapped to the Double Diamond","itemId":"ca07284f-3eb9-4f2d-8d05-fa25f9997af1","fieldSchemaId":"f2ba59b9-49cc-4ec6-9416-bda99d4c8383"},{"id":"eaed9d24-87ab-4bf4-90f2-b21e7e05bc01","value":"2026-04-13","itemId":"ca07284f-3eb9-4f2d-8d05-fa25f9997af1","fieldSchemaId":"b7712ee6-f9fd-4781-8c5c-e7e10ce8f81e"},{"id":"142dc92c-2551-4431-898d-b3fe0d6bf520","value":"Hugo Villarreal","itemId":"ca07284f-3eb9-4f2d-8d05-fa25f9997af1","fieldSchemaId":"df1c88d1-4bd8-4ecd-9059-463b9589de92"},{"id":"3d4ba730-a9c7-46a9-beea-e580829883fa","value":"Senior Experience Designer · Design Educator","itemId":"ca07284f-3eb9-4f2d-8d05-fa25f9997af1","fieldSchemaId":"0a981f8a-7dbb-440d-a940-25d9060c9b11"},{"id":"8c6bb555-0083-4632-a07c-933973135607","value":"Fifteen practical research methods for graphic design projects: what each one does, how to run it, and where it fits in the Double Diamond.","itemId":"ca07284f-3eb9-4f2d-8d05-fa25f9997af1","fieldSchemaId":"7eeb4aed-e691-4ca9-b11a-c4bff166e4f6"},{"id":"71e5f12f-0d29-4db5-9b6a-bc0961eade11","value":"Research","itemId":"ca07284f-3eb9-4f2d-8d05-fa25f9997af1","fieldSchemaId":"112a5d36-c2fe-4270-89db-11332b6d141c"},{"id":"57859b2b-117e-46a2-93e7-15addeb97355","value":"10 min 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