Doing desktop research
Many designers have added a discovery phase as a prequel to design. That’s great but becomes a problem when a majority of the research is desktop.
Confirmation bias
Confirmation bias is our tendency to seek information to support existing views. Not just find, but also interpret evidence to support our beliefs, expectations, and hypothesis.
Confirmation bias is embedded into AI. Search engines are a great example –if you search ‘cats are better than dogs’ the results will be articles supporting that view (and visa versa).
Human centred research
Suggesting a discovery and/or research phase to a client adds value because it (usually) takes the design solution from a subjective (I think) to an objective (your market thinks) result.
The most basic form of research would be an audit. That search is easily done using desktop because google is a perfect repository of paraphernalia. But that’s not human centred research.
Human centred research is doing what it says on the box, talking to humans. It’s about conversations. And it’s not asking rigid questions. It’s listening, understanding context, perceptions, pains and needs. It’s about listening with intent so one question leads to another. And about talking to enough people to get a range of views.
The results are usually solutions well-matched with client needs.
The problem with desktop research
I have two main issues with desktop research.
Confirmation bias is the first, for all the reasons outlined above. Add unconscious bias to the mix and we’ve got a problem. Often our beliefs are so ingrained we’re oblivious to them, so desktop searches can be tainted from the beginning.
The reliance on surveys is the second challenge.
I’m as guilty as anyone – our first industry check-in a few weeks ago about remote working was a quick’n dirty survey. They’re fast and easy way to check what people think about a specific issue.
The problem with surveys is we only get the answers to the questions we’ve asked. And if those questions are embedded with confirmation and /or unconscious bias, the results will also be biased. That’s an issue when a survey is used as the sole method of HCD research.
Take away
Adding a (paid) discovery or research phase as a prequel to the design phase is valuable. Designers need to expand their services to counteract AI.
But, and it’s a big but.
It’s of little use introducing new service a client could do themselves – and that’s true of desktop research. It’s a service that relies as much on AI than a skillset. Added to that, it’s becoming harder to identify what information online is AI generated and what isn’t.
Much better to leave the studio and go talk to other humans.
Want to discuss any of the above? Email Carol.
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Want more?
More information about new business and referrals:
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- Read our article on unconscious bias
- A recent article on Human Centred design
- An article about getting paid for research
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About Carol
After 30+ years running a design studio, I accumulated a pretty special network of fellow designers. One thing most have in common: a need for more information about the ‘business’ side of design. Most are impatient with any task competing for time spent doing what they love – designing so they wanted more info about how to work more efficiently and effectively.
Not me. I love that intersection between design and business. I built a career working with Ombudsman schemes, the Emergency Services sector and the Courts. My special power has always been an ability to use design to translate the difficult to understand or the unpalatable message.
I now use exactly the same skills with creative business owners. I translate the indigestible into bite-sized chunks of information. I share insights, introduce tools and embed processes to help others build confidence business decision-making skills. More confidence makes it easier to grasp opportunities. More confidence makes it easier to recognise a good client from the bad.
Outside DBC I have mentored with Womentor, AGDA and most recently with The Aunties.
And I’m a proud board member of Never Not Creative. Ask me about internships 
Always happy to chat, I can be contacted here.
Our second site is designbusinessschool.com.au – Australia’s only business school for designers