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Which clippings match 'Analytical Process' keyword pg.1 of 1
02 JANUARY 2013

Facing ambiguity differently across design, business and technology

"team[s] of students of mixed disciplines worked together to understand and map a problem–space (identified by the client). They then defined a solution–space before focussing on a particular opportunity outcome. The range of projects included incremental innovation opportunities represented by the Lego and Hasbro projects through radical Philips work to truly disruptive work with Unilever. The studies confirmed stereotypical view points of how different disciplines may behave. They showed that design students were more (but not completely) comfortable with the ambiguous aspects associated with 'phase zero' problem–space exploration and early stage idea generation. They would only commit to a solution when time pressures dictated that this was essential in order to complete the project deliverables on time and they were happy to experiment with, and develop, new methods without a clear objective in mind. In contrast, the business students were uncomfortable with this ambiguity and were more readily able to come to terms with incremental innovation projects where a systematic approach could be directly linked to an end goal. The technologists, were more comfortable with the notion of the ambiguous approach leading to more radical innovation, but needed to wrap this in an analytical process that grounded experimentation. Meanwhile, the designers were unclear and unprepared to be precise when it came to committing to a business model. "

(Mark Bailey, 2010, p.42)

Bailey, M. (2010). "Working at the Edges". Networks, Art Design Media Subject Centre (ADM–HEA). Autumn 2010.



2007ADM-HEAambiguityambiguity and uncertainty • ambiguous approach • analytical processapproaches to ambiguitybusinessbusiness modelclear objectivesclient needscollaboration • core competency • Cox Reviewdecision making • design outcome • design teamsdesign thinkingdisciplinary culturesdisciplinary knowledge • disruptive work • Dorothy Leonard-Barton • end goal • grounded experimentation • Hasbro • idea generationincremental innovationinnovation practice skillsinterdisciplinarityinterpretive perspective • learning cultures • LEGO • multidisciplinary design • multidisciplinary teamsNorthumbria Universityopen-ended process • pedagogical cultures • phase zero • Philips Researchproblem-solvingproblem-solving • problem-space • project deliverablesproject teamsradical innovationrequirements gatheringsolution-space • sub-disciplinary specialisation • systematic approach • T-shaped individuals • T-shaped people • T-shaped skillsthinking stylesUnileverworking methodsworking practices


Simon Perkins
21 MAY 2011

Effective and evocative research: difference through the form and outcomes of the iterative cycles and the type of feedback that informs the reflective process

"From the differences we have described, it might be assumed that the distinction between effective and evocative research is between the analytical and intuitive. However, it is important to note that, while analysis of the problem and context tends to come first in effective research, as in all research, it is intuition that leads to innovation. And, on the other hand, while evocative research may evolve intuitively through the interests, concerns and cultural preoccupations of the creative practitioner, it is rounded out and resolved by analytical insights.

Because of this combination of the intuitive and analytical, both ends of the spectrum may draw on bodies of theory such as Donald Schön's (1983) theories of reflective practice and principles of tacit knowledge and reflection–in–action, to frame an iterative development process. However, differences can be identified between the form and outcomes of the iterative cycles and the type of feedback that informs the reflective process.

In effective research, an iterative design process may involve an action research model and prototyping (paper prototype, rapid prototype, functional prototype and so on). Each iterative stage is evaluated through user testing by a representative group of end users (through quantitative or qualitative surveys or observations of use, for example). The purpose of this testing is to gauge the artifact's functionality, usability and efficacy. The gathered data informs changes and refinements in each cycle.

On the other hand, an artist might stage a number of preliminary exhibitions, but these are not staged to gather 'data', or to obtain successively closer approximations of a solution to a problem. Instead, they are part of an exploration of unfolding possibilities. Feedback might be sought from respected colleagues, and gathered in an informal setting (in the manner of a peer 'critique'). The purpose of gathering such insights is to allow the artist to reflect upon the project and its evocation and affect and to see their work through the insights of others, which may shed new light on the practice and its possibilities."

(Jillian Hamilton and Luke Jaaniste, 2009)

2). Hamilton, J. and L. Jaaniste (2009). "The Effective and the Evocative: Practice–led Research Approaches Across Art and Design". ACUADS: The Australian Council of University Art & Design Schools, Brisbane, Queensland, Queensland College of Art, Griffith University.



action research model • ACUADS • analysisanalytical processart and designartistic practice • Australian Council of University Art and Design Schools • conceptualisationcontextcreative practitioner • cultural preoccupations • data gatheringDonald Schon • effective research • evocative researchexegesisexhibitionsexploration of unfolding possibilitiesfeedbackfine artfunctional prototype • gathering insights • insightintuitionintuitiveiterative design processiterative developmentJillian Hamilton • Luke Jaaniste • observationpaper prototype • peer critique • postgraduate supervisionpractice-led research • problem analysis • prototypingqualitative methods • qualitative surveys • quantitativereflection-in-actionreflective practicereflective processresearch artefactresearch designtacit knowledgetestingtheory buildingvisual arts


Simon Perkins

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