Autumn 2021
Susana La Luz-Hawkins
Design Research 1
Group Members: Giulia Blake, Lilyana Bryan, Sarah Bonnett, & Hattie Carr
Over the course of a semester, our group researched LEGO's gender-based marketing. Over the semester, we were introduced to different techniques and methods of evaluative research, and how to conduct research for the traditional design and development process with a focus on designing for people and translating the findings into actionable design opportunities.
Secondary Research: Mind Map & Stakeholder Map
Observation Data: Gathered Data & Research Report
To gather data, each person in our group had to individually observe the LEGO aisles at our local Target. Once we observed for 30 minutes, we had a participant "shop" for a LEGO set for themselves while we observed and took notes. Finally, we, the researchers, were supposed to shop for a LEGO ourselves and actually purchase it. When I started shopping for my own LEGO, I first looked through aisles E10-12 to see everything before I made my decision. When I got to the end I found the Avenger’s Lego sets and that’s really what I was initially interested in. I wished they had a smaller Shang Chi LEGO set as I picked up and settled for a Captain America one. Being indecisive, I decided to do another lap. I stopped by the Friends and Princess LEGOs to compare and make my final decision. I had previously seen some of the Disney Princess LEGO sets and thought they were cute. I then realized that when I was done with the project I could give my 8 year old sister the LEGO. This is what really influenced my decision. I thought to myself that I was just going to settle for the Captain America one anyways, so it made me feel better buying a Lego that would have a life/purpose beyond this class. I put down the Captain America set, picked up the Friend set, and went to check out.
Evaluative Data: Gathered Data, Analyzed Data, & Research Report
Survey & Interview Data: Gathered Data, Analyzed Data, & Research Report
Strategy Documentation:
