¿Cómo resolver? Técnicas de Decisión Multicriterio
2.1. Problemas discretos
The concluding stages of any research project involve the convergence of the more successful and effective results of investigations already undertaken in response to the initial problem or idea. The models and methodologies developed at earlier stages can be assessed and built upon as the project develops through a process of iteration and moves towards some form of completion or conclusion.
In their everyday work, designers are continually involved in a process of synthesizing a complex series of factors ranging from technical production processes, budgets and deadlines to understanding the meanings of messages and addressing intended audiences.
Often the interrelationship of these factors will infl uence the outcome of a project beyond the designer’s original intention. This is not to suggest that this process of synthesis is outside of their control –
indeed, a key skill as a designer resides in the ability to prioritize and respond to the various factors emerging in the course of a project.
Research inevitably requires the application of these same skills, but differs slightly in that many of the factors at work will be under the direct control of the designer. The parameters of a brief or research question are often established early on, usually during the investigation of the project’s viability through the fi eld of study and the project focus. As a suitable methodology is developed in response to this initial work, these parameters may expand or contract to encompass other aspects and that may in turn infl uence the methodological approach to the project.
The synthetic aspect of the research process not only builds upon the initial stages of the project but also offers the opportunity for critical refl ection on the work in general. In projects where the designer
Criticality and Critical Being The notion of critical thinking as a tradition within Western academic discourse has been developed by educational theorist Professor Ronald Barnett in his 1997 book Higher Education: A Critical Business.
Barnett argues that a perceived limitation of critical thinking is inherent in its contextualization within the academic environment, rather than as a part of an approach to life in general.
Barnett describes an alternative notion of ‘critical being’, extended from the concept of critical thinking and defi ned as an approach to life that includes thinking, self-refl ection and action: ‘Critical persons are more than just critical thinkers.
They are able critically to engage with the world and with themselves as well as with knowledge.’ In this sense, critical being is an approach to life, thinking and criticality that a university-educated person should
aspire to – taking their questioning and rational mind beyond the walls of the academy and out into the wider world.
7. Synthesis
Title: Visual Research-An Introduction to Research Methodologies in Graphic Design 2nd Edn
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has acted in an authorial or self-directed manner, its synthesis may also involve a refl ection upon the less successful avenues taken in the work, as well as expected and unexpected results.
Visualizing Research as Subject
In projects where a particular theory or set of theoretical ideas have been explored and tested, the synthesis may require an analysis of how the initial work undertaken can be translated by the designer into a fi nal set of visual outcomes. The questions posed by this kind of research may even result in a set of further questions or proposals as an outcome, encompassing a critical review of potential strategies and methodologies for further development. In this instance, the synthesis of the research may be in the exploration of the most appropriate visual form in which to present the work. This may, for instance,
result in work that establishes the context of the question(s) posed or may provide a commentary explaining how the questions were arrived at.
In applied projects, such as one commissioned by a client or a project rooted in a particular industrial context, the synthesis will entail the analysis of a number of detailed factors. These would include the historical and contemporary background to the project – taking existing precedents, established conventions, visual or stylistic tropes and the wider context of the work into account – its audience and its relationship to other existing work in the area under investigation, as well as an exploration of relevant media, including materials and production processes, projected costs and possible alternatives. This information will be combined with specifi c technological and budgetary considerations, and a refl ection upon any testing and feedback that has taken place.
Intentionality
‘Intentionality’ is a useful term in graphic design in relation to the purpose or function of the designed object and the aims and objectives of its author or creator.
It is often discussed in philosophical terms, especially in relation to language – some philosophers argue that intentionality is characteristic of a concept or an intention. Within the fi eld of philosophy, intentionality
is related to mental states, such as remembering, believing, knowing or experiencing, as well as to the concept of free will. In design research, a clear intention or set of intentions – such as ‘I want to learn more about this particular design method’ or ‘I want to solve this problem in a creative and innovative way’ – can help the designer to focus their project and to defi ne a specifi c research question.
Title: Visual Research-An Introduction to Research Methodologies in Graphic Design 2nd Edn
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Title: Visual Research-An Introduction to Research Methodologies in Graphic Design 2nd Edn
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The Process of Synthesis
In commercial practice, a survey of potential strategies for development, alongside competitors and restrictions faced, would often take the form of a SWOT and PEST analysis – a common approach in the fi elds of marketing and advertising, which may in some cases have a similar relevance to design methodologies. This critique of the research question and the contextual framework provides the basis for the fi nal stages of the research that will converge this information into an outcome or solution.
In some cases the methodology employed may be the outcome to the project in itself, rather than a developmental phase. This can take a number of forms including the documentation of individual but related tests, which chart the progress of the investigation. This is particularly relevant in areas such as materials testing, or in those projects that survey a subject area but do not attempt to reach a specifi c
designed outcome or resolution. Projects in this area would include Orlagh O’Brien’s investigation into the mapping of emotions (pages 74–81), Becky Ford’s survey of historical and contemporary memorials (pages 194–201), and Neil Mabbs’ typologies of discarded artefacts passed on to charity shops (pages 114–123), all of which present designed summaries of the exploration undertaken, together with a critical refl ection on the body of knowledge gained from that research, rather than attempting to defi ne a particular problem or need.
As with any valid research question, the outcome of a project is not immediately predictable:
indeed, if it were, there would be no need to undertake the research. It is therefore important to develop a degree of fl exibility within a working research methodology. Often during the fi nal stages of a research project, early ideas can be transformed
SWOT and PEST
Terms derived from market research and economics, SWOT and PEST are acronyms for two systems of analysis linked to the development of proposals or strategies and their predicted outcomes. SWOT analysis describes an examination of the internal Strengths, Weaknesses, and external Opportunities, and Threats affecting an organization or design proposal, and is used to make projections for the proposed research
activities. Typically the analysis seeks to answer two general questions:
what is the current status of the proposed problem or question? and what is the intention or goal of the proposal?
PEST analysis describes a strategic review of the Political, Economic, Social, and Technological factors that may impact on the proposed project. It is a part of the external analysis when conducting a strategic
review or doing market research, and gives an overview of the different macroenvironmental factors that the designer has to take into consideration. It is a useful strategic tool for understanding the market and audience, business potential, cost and technological implications and direction for operations.
7. Synthesis
Title: Visual Research-An Introduction to Research Methodologies in Graphic Design 2nd Edn
1st Proof Job No: PD0511-42 / Sammi VisualResearch2FinalPrint_.indd 190
VisualResearch2FinalPrint_.indd 190 6/10/11 10:48 AM6/10/11 10:48 AM
Title: Visual Research-An Introduction to Research Methodologies in Graphic Design 2nd Edn
1st Proof Job No: PD0511-42 / Sammi VisualResearch2FinalPrint_.indd 191
VisualResearch2FinalPrint_.indd 191 Text 6/10/11 9:44 AM6/10/11 9:44 AM
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