Week 06: Research and Curate
Weekly Learning Objectives
You will be working towards achieving the following learning outcomes detailed in the Assignments tab:
LO2: Contextualise – appraise the social, political and historical contexts in which design practice operates.
LO3: Analyse – evaluate research findings and use sound judgment informed by critical debate at the forefront of the academic discipline.
LO4: Distil – position a creative strategic insight that has been distilled and refined through an informed investigation.
LO6: Make – select and utilise relevant tools, skills and technologies in the delivery, iteration and sustainable production of an outcome.
LO7: Collaborate – demonstrate inclusive and empathetic strategies to plan and execute a project across distributed collaborative situations.
LO8: Design – realise a final solution that evidences its strategic journey and clear relationship between form and function.
Studio Practice research - Repair café
Lots more research, research and more research…
I’ve been progressing steadily in my research, so I booked a tutorial with Teresa to check I was on track. All positive notes to keep on track, but a quick reminder of the audience I was targeting made me realise I hadn’t specified this. Initially, my plan was to get a ‘younger crowd’ to visit the repair cafe, but after discussing this, I realised this could be anyone under 60, which is their current audience.
Referring to the brief, I realised I needed to ‘define my audience further’ and pinpoint my demographic to ‘spark an interest and inspire them to know more about the subject I was exploring’.
I decided to pursue the Gen Z age group because I really enjoyed the initial research from Science Museum module 740.
Notes from Teresa suggested I needed to be careful not to plagiarise myself, so my content needed to be referenced. We discussed other areas of where to look for demographic information.
After the tutorial, I noted the next steps to target my audience:
Where do Gen Z hang out in my local area?
How could I get them interested in my project, and by what medium? Is social media the most obvious answer and which platform?
How do I make this graphically appealing and keep them engaged? Is it lots of short bursts?
Look at data and analysis from the 2021 Census, specifically my local area.
Look for online influencers. How do they appeal to their target audience?
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Hmm, apparently, according to my sources at home (x3 Gen Z kids) it is just the gym and the pub. The nightclubs have long closed and they all meet and talk online these days. Alcohol isn’t as much of a big deal as it was as A. Alcohol is too expensive and B. A lot of the Pubs have closed as point A!
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It would definitely be through Social Media, either TikTok or Instagram. Something quick and in short bursts. This audience may be a tough nut to crack. Instantly put off by anything that isn’t an ‘online trend’ set by influencers.
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Again, it's bright and eye-catching. On TikTok, this medium is quite amateur-looking, with self-filming videos with POV. Would this be good enough to get a younger crowd to The Repair Cafe?
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See the research below…
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As TikTok seems to be my avenue for research, I contacted a local influencer who had 1.2m followers. I also contacted Rob Mayhew, who also creates humourous ‘agency style’ sketches on TikTok.
Looking for Influencers and Trends - TikTok
TikTok is a cultural hub where Gen Z is fantastic at expressing their opinions, values, and behaviours in real-time. By collaborating with influencers, researchers gain access to insights into the attitudes, preferences, and trends shaping this generation. Influencers wield considerable influence over their followers, making them invaluable opinions on politics, surveys, conducting interviews, or gathering observational data. TikTok's algorithm facilitates the information of its content, enabling researchers to reach a diverse and extensive audience in real-time. Engaging with TikTok influencers could offer a unique opportunity to uncover nuanced understandings of Gen Z's perspectives, aiding in developing more relevant and effective research strategies tailored to my local site, The Repair Cafe.
The possibilities of it going viral for all the wrong reasons fill me with absolute dread, and this is a distinctive possibility with this audience.
Rob Mayhew
I contacted Rob Mayhew via LinkedIn as I often watch his sketches about Agency Life on TikTok. As a writer and performer on TikTok, I thought he would be the ideal person to interview about how I could reach out to my target audience.
I was absolutely amazed when he replied almost immediately and said he was happy to have an interview.
Daisy Louisa on TikTok
I also contacted Daisy Louisa, a local creator and influencer who has 1.2 million followers on TikTok. She creates make-up tutorials online and has established a unique content style and niche within the platform's diverse community.
Daisy agreed to an interview, so I thought this would be fantastic to get a deep understanding of their followers' preferences, behaviours, and interests, as they regularly engage with them through content creation and interaction.
Census 2021 website - Further research on my local area.
What is a census, and why are they important for data? The 2021 United Kingdom census is the 23rd official census of the United Kingdom. Beginning in 1801, they have been recorded every 10 years. Consulting the 2021 Census website at https://www.ons.gov.uk/ is indispensable for obtaining accurate information about my hometown, East Grinstead, and the Gen Z demographic if I am going to target them as my audience.
The census serves as a comprehensive analysis of data collected directly from residents, providing insights into population demographics, socioeconomic trends, and other crucial metrics. For East Grinstead, accessing this resource enables an in-depth understanding of its evolving population dynamics, including changes in age distribution, household composition, and educational attainment among Gen Z individuals. This information is invaluable for policymakers, researchers, and community stakeholders alike, offering a factual basis for decision-making, resource allocation, and planning initiatives tailored to meet the specific needs and aspirations of East Grinstead's residents, particularly its Gen Z population.
Office for National Statistics - Census 2021
By looking at various demographic indicators in East Grinstead, such as population size, education level, employment status, and housing situations and comparing them to broader national or regional trends, you can gain insights into how Gen Z individuals in East Grinstead are faring and what their specific needs and characteristics might be.
A quick look at the local statistics for the East Grinstead area shows that it has a population of 27,800 people. The average age seems to dip in my proposed age range of Gen Z. This made me wonder if it would be a good audience for my project.
I noticed that the age range really dips in the 15-24 age bracket. As East Grinstead is a rural Sussex town, I wondered if, statistically, this was because this age bracket would be away at University or travelling. The Age profile appears to start to climb back in the mid- to late 30s, possibly when these age bands are looking to settle or raise a family?
As the Census was compiled in 2021, a year after covid-lockdown when restrictions were still in place and I need to be aware that this information may not be as accurate as from previous years.
Lecture Material with Stuart - Ethnographic research
Stuart kicks off the lecture material by examining Reserach and Curation and how referencing and consent has to be part of the process when documenting out projects.
As an example, he discusses ‘Ethnographic Research’ and analyses its effectiveness to inform socially led research projects.
What is Ethnographic Research?
Ethnographic research examines people's lives from an insider's perspective within their communities. Initially coined to characterise anthropological inquiries, especially those focused on small foreign communities' social and cultural dynamics, the term embodies immersive fieldwork. Researchers often reside among community members during their research to grasp their culture firsthand and comprehend the intricacies of their shared lives.
We look at an example by Irish photographer Richard Mosse, who embarked on a project titled INFRA, which captures the conflict and resulting human displacement in the Democratic Republic of Congo. Over the course of years, Mosse diligently cultivated trust among refugees and warlords, culminating in a project that sheds light on the often-overlooked struggles faced in the Democratic Republic of Congo.
Richard Mosse: The Enclave photography
Using an infrared film created by Kodak in partnership with the military for camouflage detection, Mosse's film project "The Enclave" delved into the war-torn region and humanitarian crisis unfolding in the Democratic Republic of Congo. In the footage, Mosse delves into his experience of immersing himself in the local community, shedding light on the ongoing challenges faced by the people in the area. He talks about how he had to win the trust of the Congolese arm groups and rebels to create and document the juxtaposition between the landscape’s radiant beauty and the escalating conflict.
Stuart emphasises how our research can serve as a valuable method for examining society and culture from an insider's perspective, but it necessitates conducting oneself appropriately. Consent holds key importance, especially when studying vulnerable demographics such as children, the elderly, and individuals with mental disabilities. The crucial concern lies in whether individuals can provide consent freely and rationally. While this might seem less pertinent in my uni project, obtaining consent remains essential for my research, particularly if it intends to be publicly accessible now or at a later date.
Advances in Publishing - Stuart Tolley in discussion with Andrew Saniga from Thames Hudson
Stuart discusses the key stages of publishing books with Andrew and all these processes need to be considered when developing a proposal and the challenges of pitching an editorial project.
Printed books can’t compete with the immediacy of the Internet. They also discuss how printed books can offer a different experience than digital technology and how books, with all their information, can inspire instead of just inform. There is also the tactile aspect.
They also stress how a designer needs to be very production savvy, and work collaboratively with the publisher and the technical team within production, for all projects in getting the book through and into publication.
Kickstarter and self-publishing - This has revolutionised and influenced authors to have a wider visibility amongst a much larger audience via crowd funding and has bypassed the route of going via the publisher first.
Week 6: Resources from online
Irma Boom: A Tribute to Coco Chanel
I’ll only do the job if it’s Chanel.”
Such was the feted book designer Irma Boom’s response to the enigmatic people who contacted her about a secret project. In the video she discusses the story of her engrossing white book that pays tribute to Chanel No. 5.
This quick 10-minute video was a great introduction from Irma Boom about her beautiful dream project for Chanel. Her project "A Tribute to Coco Chanel," opted for a subtle yet profound approach. Despite her previous experiments with scent-infused pages, she chose not to incorporate fragrance into this book commissioned by the Parisian fashion house. Instead, she embarked on a 300-page book devoid of ink, where the text and images chronicling the life of Gabrielle "Coco" Chanel are embossed onto the paper.
Though Boom has infused her pages with scent in the past, she didn’t want to do so for this book commissioned by the Parisian fashion house. She felt it would be too blatant and instead chose a more subtle approach: The 300-page book has no ink – instead, the text and images narrating the story of Gabrielle “Coco” Chanel are embossed onto the paper. Moreover, the book is made entirely in white (encased in a black box), and in some lighting, the embossings consequently appear somewhat invisible.
Irma Boom - “every book I’ve made is on numbers”
“It’s all calculation.” Boom’s books are always based on mathematics, so when she found out that Coco Chanel had the same approach and believed in numerology (which is also why the legendary perfume bears the number 5), everything seemed to come together.
Love this!
Irma Boom (b. 1960) is a Dutch graphic designer, who specializes in book making and is widely acclaimed for the iconoclastic beauty of these. Boom introduced the idea of a ‘fat book’ (overtly thick book) and has made more than 300 books, 100 of which are in the permanent collection of MoMA in New York. The 2,136 page commemorative ‘SHV Think Book’ (1996) – which was anti-chronological and also devoid of page numbers or an index – became her international breakthrough. Boom’s design for the book ‘Weaving as Metaphor’ by American artist Sheila Hicks (2006) received the ‘The Most Beautiful Book in the World’ award at the Leipzig Book Fair. Boom’s many clients include the Rijksmuseum in Amsterdam, Chanel, Ferrari and Camper. Her work has received numerous awards, and she is the youngest person to have been honoured with a Gutenberg Prize in 2001. Since 1992 she has been a critic at Yale University in the US.
Real-world research: Developing your Ideas by Colin Robson
I caught up with the online resources and found this great for maintaining focus - which, in a busy studio, I find incredibly hard to do.
One of the key strengths of Robson's work lies in its emphasis on the practical aspects of conducting research in real-world settings. Drawing on numerous case studies and examples, he illustrates how research methodologies can be adapted and implemented effectively in diverse contexts. This approach not only enhances the accessibility of the material but also underscores the importance of context-specific considerations in research design and implementation.
Robson also provides a thorough exploration of various research methods, including both qualitative and quantitative approaches. He offers practical advice on selecting the most appropriate methods for addressing research questions, as well as guidance on data collection techniques and analysis procedures. Moreover, he highlights the significance of reflexivity and ethical considerations throughout the research process, emphasising the importance of maintaining integrity and rigour in all stages of inquiry. Furthermore, Robson's discussion of the relationship between theory and practice is particularly insightful. He argues for a pragmatic approach integrating theoretical frameworks with empirical observations, allowing researchers to develop nuanced understandings of complex phenomena.
By equipping readers with the tools and knowledge needed to navigate the complexities of real-world research, which is essential in making a significant contribution to the advancement of the social sciences.
Tips on how to research ideas and questionnaires. Central features include:
The use of quantitative design
The collection of a small amount of data from a relatively large number of individuals
Be aware of the advantages and disadvantages of questionnaire-based surveys - how reliable is the data received?
Notes:
Make sure you get permission before publishing anything:
I had already spoken to Repair Cafe organiser Kathryn Hibbert, but I need to be aware of the other volunteers who freely gave their time and answered questions, especially on the mental health aspect of the behind the scenes, if I am going to include this within my final piece.
Before I conduct any further research, it would be good to set clear, well-defined objectives.
Think about the methodologies discussed in Real World research resources - what is the focus and how will I develop my ideas?