Quantitative research produces numerical data:
- Surveys with Likert scales, ratings, or yes/no responses
- Measurements, counts, test results
- Analysed statistically to find patterns across a sample
Qualitative research produces descriptive data:
- Interviews, focus groups, observation notes, open-ended survey responses
- Analysed thematically to understand meanings, contexts, and perspectives
- Rich in nuance; harder to generalise
Both types are used in PDT design research. Strong research programs combine both.
Informed consent
- Participants must understand what the research involves, how data will be used, and that participation is voluntary
- For minors: parental consent required
- Consent should be documented
Confidentiality and anonymity
- Personal identifying information should not be shared without consent
- Research reports should anonymise participants unless they have given explicit permission to be named
Avoiding harm
- Research should not expose participants to physical, psychological, or social harm
- Sensitive topics (disability, body image, cultural identity) require careful framing and debriefing options
Honest representation
- Do not cherry-pick data that supports a predetermined conclusion
- Report negative findings and limitations
- Do not fabricate or alter data
Cultural sensitivity
- Research with Indigenous or culturally specific communities requires respectful engagement, ideally in partnership with community members
- Be aware of power dynamics: researchers hold more formal authority than community participants
Intellectual property
- Acknowledge sources of secondary research accurately
- Do not reproduce copyrighted images, text, or designs without permission
- Be aware of design patents and trademarks when researching existing products
Primary (direct) methods:
- Online surveys (Google Forms, SurveyMonkey): fast, scalable, anonymous; good for quantitative data
- Semi-structured interviews (in person or via video): rich qualitative data; requires skill in questioning
- Observation: watch how people interact with existing products in natural contexts
- Focus groups: group discussion to generate multiple perspectives simultaneously
- User diaries: participants record their experience with a product over time
Secondary (existing data) methods:
- Market research reports (IBISWorld, Roy Morgan)
- Social media trend analysis (hashtags, product reviews, sentiment analysis)
- Academic journals and design publications
- Government data (ABS: demographic, economic, environmental statistics)
- Competitor product analysis (teardowns, feature comparisons)
Digital technologies in research:
- Social listening tools (monitor online conversations about a product category)
- Online trend analysis (Google Trends, Pinterest search data)
- 3D scanning of existing products for form analysis
- Eye-tracking and heat-map software for UX research
- Digital survey platforms with branching logic and data visualisation
KEY TAKEAWAY: Ethical research requires informed consent, honest representation, confidentiality, and cultural sensitivity. Research is not just a data-gathering exercise — it carries responsibility for participants and communities.
EXAM TIP: When describing research methods, always include the ethical consideration relevant to that method (e.g. ‘online survey — participants are anonymous and participation is voluntary’) — this demonstrates depth.
COMMON MISTAKE: Students describe research methods without addressing ethics. VCAA explicitly requires ethical considerations to be included.
