Research Presentation Day Glasgow, 24 th January 2002

1. Research Presentation Day Glasgow, 24th January 2002 "Adding value in design development: A qualitative research approach". Michael Reber (PhD Student) Alex Duffy (Supervisor) CAD Centre, DMEM, University of Strathclyde

2. Introduction Qualitative Research Qualitative Research Approach Close Agenda Adding Value in Design • Research Focus • Qualitative Research Approach (QRA) • Conclusions • Summary

3. Introduction Qualitative Research Qualitative Research Approach Close Research focus Adding Value in Design • Business Context • Companies are bound by their investors to increase value. • Value represents an important indicator for the internal navigation of companies and value receives an increasing importance in reporting for external purpose. • Scope • The proposed research work is on added value in the context of design development. The focus is on economical issues. • Aim • The aim is to develop an approach to optimise added value. • Objectives • The Objectives are to (1) establish a basic model to understand value and added value, (2) establish an approach to optimise added value, (3) test and evaluate the approach in industry.

4. Introduction Qualitative Research Qualitative Research Approach Close Overall plan Adding Value in Design • Establish a model • Literature study on topic • Identification of major parameters • Overview about parameter interrelations • List of criteria relevant to value • Identification of measures relevant to value • Selection of suitable modelling techniques • Overview about knowledge in industry • Develop an approach • Overview about optimisation techniques • Consideration of alternative scenarios • Contact to industry • Test and evaluate • Selection of information rich cases in industry

5. Introduction Qualitative Research Qualitative Research Approach Close Stage of research Adding Value in Design

6. Introduction Qualitative Research Qualitative Research Approach Close Qualitative Research Adding Value in Design • Qualitative Research (QR) • QR might be understood as acceptable ways of doing research in a means of getting the best possible information to people who need it [PATTON, 1990]. • Investigation into QR – why? • To establish an overview of techniques, approaches, and methods available to support the development of a good research approach. • To be in a position to select the most appropriate techniques, approaches, and methods. • To improve research performance.

7. Introduction Qualitative Research Qualitative Research Approach Close QRA Adding Value in Design • The QRA is based on a variety of interrelated aspects. • These aspects contribute to the research outcome. • Major aspects identified are: • Enquiry • Evaluation • Analysis • Reporting • Enhancement • For each aspect, a number of different methods, approaches and techniques have been identified, represented as "Elements".

8. Introduction ENHANCEMENT EVALUATION REPORTING ANALYSIS ENQUIRY Qualitative Research Qualitative Research Approach Close QRA: Aspects Adding Value in Design

9. Introduction ENHANCEMENT EVALUATION REPORTING ANALYSIS ENQUIRY Qualitative Research Qualitative Research Approach Close QRA: Elements of Enquiry Adding Value in Design Developmental Perspective Direct Personal Contact Empathy and Insight Empathic Neutrality Holistic Perspective Inductive Enquiry Naturalistic Enquiry Paradigm of Choice UniqueCase Orientation

10. Introduction ENHANCEMENT EVALUATION REPORTING ANALYSIS ENQUIRY Qualitative Research Qualitative Research Approach Close QRA: Elements of Evaluation Adding Value in Design Flexibility Purposeful Sampling Sample Size Triangulation Units of Analysis

11. Introduction ENHANCEMENT EVALUATION REPORTING ANALYSIS ENQUIRY Qualitative Research Qualitative Research Approach Close QRA: Elements of Analysis Adding Value in Design Alternative Explanations Category Systems Creativity Data Organisation Description and Interpretation Feedback Interviews and Observation Logical Analysis Phenomenological Analysis Synthesising Qualitative Studies

12. Introduction ENHANCEMENT EVALUATION REPORTING ANALYSIS ENQUIRY Qualitative Research Qualitative Research Approach Close QRA: Elements of Reporting Adding Value in Design Description and Interpretation Executive Summary Focus Intended Readers in Mind Variation in Purpose

13. Introduction ENHANCEMENT EVALUATION REPORTING ANALYSIS ENQUIRY Qualitative Research Qualitative Research Approach Close QRA: Elements of Enhancement Adding Value in Design Truth versus Perspective Triangulation Testing Rival Explanations Soft Data versus Hardness Objectivity Negative Cases Causality Method and Data in Context Credibility of Researcher Generalisation / Extrapolation

14. Work on QRA has improved knowledge about methods, approaches and techniques available. With clarity about purpose, researcher can establish a specific design of research. The QRA will support this process. The QRA will be used as the basis for the project. There are dependencies between elements of the QRA. Researchers have to take care about dependencies. The aspects identified (e.g. Enquiry, Evaluation...) do not necessarily impose a specific sequence. A more holistic view, earlier in the study, would have been beneficial. Introduction Qualitative Research Qualitative Research Approach Close Conclusions Adding Value in Design

15. Summary The research project focus is on optimising added value in design development. A QRA has been established to support the design of research. Major aspects of the QRA are: Enquiry, Evaluation, Analysis, Reporting, Enhancement. A draft report has been written to describe the aspects in detail. Futurework Based on current knowledge of the research problem a research design will have to be established based on the QRA. There has to be further investigation in performance and additional investigation in optimisationand other related areas. The QRA has to be updated while research work is in progress. Introduction Qualitative Research Qualitative Research Approach Close Summary and future work Adding Value in Design

16. Research Presentation Day Glasgow, 24th January 2002 "Adding value in design development: A qualitative research approach". Michael Reber (PhD Student) Alex Duffy (Supervisor) CAD Centre, DMEM, University of Strathclyde