RESEARCH & PRACTICE

ACTIVITY 8
My understanding of methodology, in its most basic
form, is defining the process of what is to be done
(the hows) and the reasoning it will be done in that
manner (the whys) but also in considering why the
research is being undertaken in the first place.
By adopting a strategy of practice as research,
practice based or practice led research, certain
methodologies may present themselves to be more
or less appropriate within the contexts of the differing
structures and thus be dependent on the desired
outcome. Therefore it would seem an important
choice to differentiate and acknowledge how a
project would be categorized by first determining the
scope of desired outcomes and how these outcomes
could potentially be achieved.
Having considered all the research methodologies
detailed in the support materials it is my opinion that
creative research should not be methodologically
led but instead the methodological choices should
be determined by the intended outcome/s and
approach of the researcher. Again, referring back to
my initial point of determining the reasoning behind a
project, the whys should potentially be determined
before and subsequently influence the hows
which would in turn establish the framework of the
investigation.
Furthermore, I believe each methodological
approach has the propensity to offer itself to
creative research and I will now look at each
method individually and relate it to my own and
also a wider design context in order to ascertain its
appropriateness.

POSITIVISTIC
Surveys
Surveys offer a basis to collate and analyse large
amounts of data pertinent to both the sciences or
humanities, dealing with quantitative and qualitative
data depending on the structure of the survey itself.
In a creative context the analysis of this data can
then be applied in the creation of info-graphics or to
inform creative practice in terms of target audience
etc.
I have applied the use of an online survey to my
current research for a number of reasons. Firstly as
surveys can be administered remotely I have been

able to gain access to large amounts of relevant data

at relatively little expense in terms of time and cost.
Secondly, I have also been able to obtain a broad
range of data for a broad range of people that other
methods may not have accommodated. However,
this methodology is limited in that I am (somewhat
ironically, due to my research question pertaining
to lies) reliant on the honesty of the participants
involved and have no way to assess that possibility.
Experimental Studies
Experimental studies offer a researcher an
opportunity to control variables to determine cause
and effect. In a creative context this could be,
for example, determining how certain variables
affect the creative process. This methodology has
limitations in that experiments are predominantly
conducted in artificial environments potentially
skewing results from real world situations.
I plan to utilise and implement a variety of
environmental variables in my exhibition which
could potentially influence the belief of a falsity.
This outcomes will be monitored and evaluated
to measure the success and impact of the varied
stimulus to effect behaviour change.
Longitudinal Studies
It is my understanding that longitudinal studies play
an important role in the understanding of creative
process development, perceptions of the creative
industry and even social involvement in the arts.
Although my current research does not attempt
to utilise this methodology I do not discount the
possibility of future long term lines of creative inquiry.
Cross Sectional Studies
By adopting this methodology creatives could
gain insight into segmented sections of society
particularly relevant to their area of research. For
example a game designer may wish to know the
most suitable style to aim at an audience of young
adults or predominately male gamers in which case
a cross sectional survey or interview would help
determine that information and thus allow design
to appeal to a specific target audience. This is one
example of many I could state and although I do not
intend to apply this methodology to my own study
from the example stated it clearly has its place in
creative research.

RESEARCH & PRACTICE

PHENOMENOLOGICAL
Case Studies
Case studies form a strong foundation, I
would suspect, for the vast majority of creative
professionals. A case study of a project undertaken
demonstrates a company or individuals creative
prowess and also gives insight into the creative
processes of others, stimulating further ideas
and generating interest from potential clients or
employees. Case studies allow the researcher an
in-depth view of real world design problems and
how they have been solved, building a tool kit of
resources which can be brought into play for current
or future projects.
My own design process has previously benefited
from creating case studies and I intend to investigate
several influential designers as part of my current
research project.
Action Research
A self reflexive, inherently cyclic methodology, in that
the researcher must, define the issue to investigate
(thinking), create a plan to investigate the issue
(Activity), define how the data collected will then
be organised (reflecting), and then define how this
can be implemented to improve the issue at hand
(rethinking).
For me this describes aspects of my design process
and therefore its relevance to creativity is paramount.
Using action research is a form of creative problem
solving but perhaps issues of objectivity and the
results being unique to specific research limit its
application in terms of mass adoption of the findings
across a creative industry. Perhaps it should be
considered as more of a sounding board or basis
for comparison to open other areas for investigation
rather than a finite methodology.
Ethnography (Participant Observation)
I believe that there are numerous points of
convergence between action research and
participatory research and that a creative practitioner
or researcher who observes society from the point of
view of the subject could be essentially testing their
own work or that of other creatives. By observing
subjects in a natural rather than staged setting data
would be more likely to be accurate when applied in
real world scenarios. It by letting go of presumptions
and assumptions this paves the way to gauge the
difference between what people do and what people
say they do.

Whilst my current research does not include this

methodology I can see how this could be applied in
future projects to gain pivotal information on practical
applications of design.
Feminist Perspectives
Whilst I dont see a feminist perspective being
applicable in every instance, I believe it is a valid
methodological route for creatives wishing to gain
insight into a female approach to creativity. There
is some scholarly debate as to what constitutes
feminist research and arguments regarding
quantitative and qualitative methodologies but I
would argue that it is less about the methodology
used and more about its inherent purpose and if that
purpose if creative then this form of research would
offer a researcher valuable information from a female
perspective. Although it could also be argued that
information gleaned by adopting this standpoint
would be biased rather than offering a neutral
scientific perspective.
Whilst my current research did not intend to adopt a
feminist perspective the vast majority of my survey
participants are women so I have the possibility to
use this to inform my choice of target audience or
creation of artefacts around this finding.
Grounded Theory
By approaching a creative research project
with no hypothesis this methodology offers a
simultaneous inductive-deductive technique,
avoiding assumptions and instead adopting a
neutral standpoint. From this perspective research
could be conducted without bias and data derived
could initiate new and inspiring projects which
would have otherwise not been conceived. By
validating qualitative research as scientific inquiry
this methodology could provide, for example, a
descriptive basis for a working creative process
without being restricted to adjusting single variables
and analysing the bigger picture.
My own research does not adopt this particular
methodology but again I see no reason why future
projects could not be undertaken utilising this line of
inquiry.