u2design培训1-3设计调查分析方法

1、DESIGNSTRATEGYLECTURE03DESIGNRESEARCHYSISMAINDESIGNSTRATEGYLECTURE03DESIGNRESEARCHYSISMAINU2DESIGNCONSULTINGChoiKiHo SUBU2DESIGNCONSULTINGChoiYongHwan StrategySUBU2DESIGNCONSULTINGHan Song He CommunicationDirectorDESIGNWORKDesign Strategy Product Design GRADUATIONFROMINDUSTRIALDESIGN CHEONGJU Univ.(

2、BA) in Seoul, KOREAGRADUATIONFROMINDUSTRIALDESIGN KYUNGHEEUniv.(MD)inSuwon,DESIGN GoodDesignAwards,KOREA(TheSelectionofgoodsxGoodDesignAwards,JAPAN (TheAward ofBestxVentureDesignAwards,KOREA(BronzeWinnerxiFDesignAwards,GERMANY (TheSelectionofgoodsxRedDotDesignAwards,GERMANY(TheSelectionofgoodsxIDEAD

3、esignAwards,U.S.A(TheSelectionofgoodsxRedStarDesignAwards,CHINA(TheSelectionofgoodsxLGDESIGNCENTER/General CEO/KYUNGHEEUniv.IndustrialDesignProfessor HANSUNG Univ. IndustrialDesign Professor CHEONGJU Univ. Industrial Design DESIGN Design ellectual PropertyinKOREAxDesign ellectualPropertyinU.S.AxDesi

4、gnExpertMemberofSDF Design Expert Panel of KIDPDESIGNSTRATEGYLECTURE03DESIGNRESEARCHYSISeducation5.5.5.5.教练实分析EEDPD定设计经DESIGNSTRATEGYLECTURE03DESIGNRESEARCHYSISeducation5.5.5.5.教练实分析EEDPD定设计经营概树立项目目制定问观了解问题设概EDPD应用案观观整结准树立结果适用方PPE了解问题点及改观整理数DesignIdentity教育结*本教育计划有可能根据教育当日情况会有变动.E分析工具说分析工具说分析工具说DESI

5、GNRESEARCHYSISDESIGNRESEARCHYSISBasicDESIGNSTRATEGYLECTURE03DESIGNRESEARCHDESIGNSTRATEGYLECTURE03DESIGNRESEARCHYSIS做设计为什么需要调研设计不是艺术!设计就是为了销售产品的工具设计师亲自了解使用者/消费者的需求和想要的东西QDESIGNSTRATEGYLECTURE03DESIGNDESIGNSTRATEGYLECTURE03DESIGNRESEARCHYSIS设计师亲自参加调研的理由是什么设计师和跟企划的方式和结果不同做设计时为了导出根据和改善方案Understanding QD

6、ESIGNSTRATEGYLECTURE03DESIGNRESEARCHDESIGNSTRATEGYLECTURE03DESIGNRESEARCHYSIS设计调研采用什么方式.做产品企划需要同时参考定量和定性更重要但是做设计定性QDESIGNSTRATEGYLECTURE03DESIGNRESEARCHDESIGNSTRATEGYLECTURE03DESIGNRESEARCHYSIS了解顾客的需求是产品开发和改善的出发点PhillipKotler了解顾客需求是销售的出发点,经营时没有了解顾客需求类似于忙人一样Procter&“找出消费者的需要的东西,然后提供需要的”定义为成功方式DESIGNS

7、TRATEGYLECTURE03DESIGNRESEARCHYSISDESIGNSTRATEGYLECTURE03DESIGNRESEARCHYSISingandfacetourveysarereducedsignificantly,directobservationandsurveyswillgrowupton60%oftotalresearch的重要性增加和观察*Source:ESOMAR,ResearchLeadershipSummit,Face-to-DirectDESIGNSTRATEGYLECTURE03DESIGNRESEARCHYSISDESIGNSTRATEGYLECTURE

8、03DESIGNRESEARCHYSIS根方式的调研方法种类通过加工的2次资料、文献、各种DB探索等推理内容(ive把消费者作为大量市场的一部分，用较多的标本在测定、监视、推定方面上使用把消费者理解为个人，用较少的标本在理解、发现、洞察方面上使用DESIGNSTRATEGYLECTURE03DESIGNRESEARCHYSISiveResearchVSiveii实证主义现象学哲学背景演绎法 DESIGNSTRATEGYLECTURE03DESIGNRESEARCHYSISiveResearchVSiveii实证主义现象学哲学背景演绎法 归纳法思考过程假设验WHAT?WHEN?,了解掌意义目 减

9、少差距的方法各种统计性代表性的交叉、回归分分析方法论1.S.T.P/掌握消费者行动和内心通过需求探索开发比较竞争商品和数开发新IDEA验证适用/效果3通消费者发代表性有代表没有接近方式通过问卷提使用导向的反应为重点veihDESIGNSTRATEGYLECTURE03DESIGNRESEARCHYSIS ！设计师实际有用的方式是定性Ad- iveive Observation DepthDESIGNSTRATEGYLECTURE03DESIGNRESEARCHYSIS ！设计师实际有用的方式是定性Ad- iveive Observation DepthDESIGNSTRATEGYLECTURE

10、03DESIGNRESEARCHYSISDESIGNSTRATEGYLECTURE03DESIGNRESEARCHYSIS可容易接近选择可导出结果的对象采用适合目的的有效分析方法选择明确导出结果的方选择适合的方应用有效的分析方法规定有效对的明确化DESIGNSTRATEGYLECTURE03DESIGNRESEARCHYSISDESIGNSTRATEGYLECTURE03DESIGNRESEARCHYSIS程进行大部分调研基本方法是通过以分析资料、解释和应用收料设解决问题的接近方法提出问DESIGNSTRATEGYLECTURE03DESIGNRESEARCHYSISDESIGNSTRATEG

11、YLECTURE03DESIGNRESEARCHYSIS树立调研计划的5个阶段流程12345计划实标本定义/标本抽取方决方研究假设和设定内问题定义目的明确DESIGNSTRATEGYLECTURE03DESIGNRESEARCHYSIS 对象的水准过大或者过少评价-DESIGNSTRATEGYLECTURE03DESIGNRESEARCHYSIS 对象的水准过大或者过少评价-等-对方法特性的充分考虑欠缺3. 定量-做定-做定的定化，定的定量化比方法不同的结结果虽DESIGNSTRATEGYLECTURE03DESIGNRESEARCHYSIS 1目DESIGNSTRATEGYLECTURE03

12、DESIGNRESEARCHYSIS 1目时不要看树林要树-的资料跟有经验的资料相互比设计越改越容易出现误差5.不要对数值和方法太迷惑有关资料尽量确保保管结果重点放在方向和倾向性DESIGNRESEARCHDESIGNRESEARCHYSISiveDESIGNSTRATEGYLECTURE03DESIGNRESEARCHYSIS 料的方法，通过。代表群体的标本为对象利用问卷或类似的工具收得到的都是量化定的优点定的缺点不能掌握人的信赖状态、参与水准不能统计的变数之间关系查明有难度问卷、标本、实过程中需要有效的体系控制可以收集很多人在现实状况可形DESIGNSTRATEGYLECTURE03DES

13、IGNRESEARCHYSIS 料的方法，通过。代表群体的标本为对象利用问卷或类似的工具收得到的都是量化定的优点定的缺点不能掌握人的信赖状态、参与水准不能统计的变数之间关系查明有难度问卷、标本、实过程中需要有效的体系控制可以收集很多人在现实状况可形可应用多样统计分析方法DESIGNSTRATEGYLECTURE03DESIGNRESEARCHDESIGNSTRATEGYLECTURE03DESIGNRESEARCHYSIS1.differentialResearch语义差异通过形容词为了抽取者的Identity，选定多样形容词建立的测定工具Osgood)研究创造，在态度变化和社会心理学研究领域

14、广泛使用奥为了抽取企业、产品属性、 为了了解消费者对产品的想法How抽取企业和产品相关的形容词抽取相反属性的形容词布局7分尺度相反的形容词输入被访者问卷完成后收集抽取不同分类信息的、职业、工作、居住地、有无结婚等分类信息.DESIGNSTRATEGYLECTURE03DESIGNRESEARCHYSISDESIGNSTRATEGYLECTURE03DESIGNRESEARCHYSIS1.differential Research :语义差异尺度法2.利用相反形容词1.选择给对象抽取内容对象4.根据结果进行连5.连贯性分类为根据寻找概念形象DESIGNSTRATEGYLECTURE03DESIG

15、NRESEARCHDESIGNSTRATEGYLECTURE03DESIGNRESEARCHYSIS1.differential Research :语义差异尺度法1.选择2.利用相反形容词对象给对象4.根据结果进行连5.连贯性分类为根据寻找概念形象DESIGNSTRATEGYLECTURE03DESIGNSTRATEGYLECTURE03DESIGNRESEARCHYSIS2.itioning形象定位方DESIGNSTRATEGYLECTURE03DESIGNSTRATEGYLECTURE03DESIGNRESEARCHYSIS2.itioning形象定位方DESIGNSTRATEGYLEC

16、TURE03DESIGNRESEARCHYSISDESIGNSTRATEGYLECTURE03DESIGNRESEARCHYSIS2.itioning形象定位方EmotionalPOP-PRETTY-DESIGNRESEARCHDesignDESIGNRESEARCHDesignYSISiveDESIGNSTRATEGYLECTURE03DESIGNSTRATEGYLECTURE03DESIGNRESEARCHYSISDESIGNSTRATEGYLECTURE03DESIGNDESIGNSTRATEGYLECTURE03DESIGNRESEARCHYSISDESIGNSTRATEGYLECTU

17、RE03DESIGNRESEARCHYSIS理解研究问题是目的，用较少的标本进行的没有结构化的探索研究方法，掌握方便说明主要使用在同期的方法只有用定定的优点定的缺点DESIGNSTRATEGYLECTURE03DESIGNRESEARCHYSIS理解研究问题是目的，用较少的标本进行的没有结构化的探索研究方法，掌握方便说明主要使用在同期的方法只有用定定的优点定的缺点面面DESIGNSTRATEGYLECTURE03DESIGNRESEARCHYSIS面)DESIGNSTRATEGYLECTURE03DESIGNRESEARCHYSIS面)In-FGD(焦点小组)区方目会导出NEW IN1：1深入

18、面导出产品的改善事项、不满DESIGNSTRATEGYLECTURE03DESIGNRESEARCHYSISDESIGNSTRATEGYLECTURE03DESIGNRESEARCHYSISFGD(FocusGroup)In-取方用DESIGNSTRATEGYLECTURE03DESIGNRESEARCHYSISDESIGNSTRATEGYLECTURE03DESIGNRESEARCHYSIS观是观察对象和影响观察对象的环境要素共同形成导出现有的使用者需求分析方法没有使用者潜在需求是它的优点区录观察卖场HomeofShadowDESIGNSTRATEGYLECTURE03DESIGNRESEA

19、RCHYSISDESIGNSTRATEGYLECTURE03DESIGNRESEARCHYSISHomeVisiting成员发现家庭内生活风格和产品使用状况家访对象家庭通过家庭环境观察和方用时DESIGNSTRATEGYLECTURE03DESIGNRESEARCHDESIGNSTRATEGYLECTURE03DESIGNRESEARCHYSIS。特定产品或对环境的使用者的使用状况通过相机观察发现产品使用期间会发生在家冰箱用什么方式使用设置出现使用者的行为特性，在使用者角度上观察的方方用DESIGNSTRATEGYLECTURE03DESIGNRESEARCHYSISDESIGNSTRATEG

20、YLECTURE03DESIGNRESEARCHYSISof状况发现问题点通过卖场观察和销的分析环境观察顾客的流通状况和对商的事前了解方根据和卖场环境的细部观察项目向用通过卖场环境改善状况需要商品商品改时DESIGNSTRATEGYLECTURE03DESIGNRESEARCHYSISDESIGNSTRATEGYLECTURE03DESIGNRESEARCHYSISShadowResearch方法是通过被者的行动的观察发现目前状况的生活风格个产品使用状况不同根据者的移动路线掌握行动特女性驾驶用DESIGNRESEARCHDesignDESIGNRESEARCHDesignYSISiveRese

21、archDESIGNSTRATEGYLECTURE03DESIGNRESEARCHDESIGNSTRATEGYLECTURE03DESIGNRESEARCHYSIS不要固执单个领域的调研方法，而是通过复合调研方法掌握顾客的需求定制使用InSalesMan DESIGNSTRATEGYLECTURE03DESIGNRESEARCHDESIGNSTRATEGYLECTURE03DESIGNRESEARCHYSISIn者1：1的面谈，所以导出的内容不能量化。目的的内容企业应用时中心检讨。深是因跟被所以DESIGNSTRATEGYLECTURE03DESIGNSTRATEGYLECTURE03DESI

22、GNRESEARCHYSISInDESIGNSTRATEGYLECTURE03DESIGNDESIGNSTRATEGYLECTURE03DESIGNRESEARCHYSISInSalesman&SupervisorConsumerDESIGNSTRATEGYLECTURE03DESIGNSTRATEGYLECTURE03DESIGNRESEARCHYSISInDESIGNSTRATEGYLECTURE03DESIGNSTRATEGYLECTURE03DESIGNRESEARCHYSISInDESIGNSTRATEGYLECTURE03DESIGNSTRATEGYLECTURE03DESIGNR

23、ESEARCHYSISInDESIGNSTRATEGYLECTURE03DESIGNRESEARCHDESIGNSTRATEGYLECTURE03DESIGNRESEARCHYSISEthnography&使用者状 结录象是家电产品使用时移动频繁，所以利用Shadowing方法录象DESIGNSTRATEGYLECTURE03DESIGNDESIGNSTRATEGYLECTURE03DESIGNRESEARCHYSISEthnography&ResearchDESIGNSTRATEGYLECTURE03DESIGNDESIGNSTRATEGYLECTURE03DESIGNRESEARCHYSI

24、SEthnography&ResearchDESIGNSTRATEGYLECTURE03DESIGNDESIGNSTRATEGYLECTURE03DESIGNRESEARCHYSISEthnography&ResearchDESIGNSTRATEGYLECTURE03DESIGNDESIGNSTRATEGYLECTURE03DESIGNRESEARCHYSISEthnography&ResearchDESIGNSTRATEGYLECTURE03DESIGNDESIGNSTRATEGYLECTURE03DESIGNRESEARCHYSISEthnography&ResearchDESIGNSTRATEGYLECTURE03DESIGNDESIGNSTRATEGYLECTURE03DESIGNRESEARCHYSISEthnography&ResearchDESIGNSTRATEGYLECTURE03DESIGNRESEARCHYSISDESIGNSTRATEGYLECTURE03DESIGNRESEARCHYSISEthnography&-使用前开始-产品启动前-产品启动开-结束之前-使用结束之前-保管、清洁DESIGNSTRATEGYLECTURE03DESIGNRESEARC