RESEARCH METHODOLOGY PROCESS FLOW
RESEARCH METHODOLOGY PROCESS FLOW
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INTUITIVE MAPPING
INTUITIVE MAPPING
1. To understand the nuances of the craft, its perception and ways of perception building, the team charted out an intuitive map of the overall perception of craft. This included multiple rounds of brainstorming, jotting down thoughts and ideas we associated with Indian craft - from word associations, to emotions invoked and using frameworks like PESTLE, we churned out a comprehensive list of what we call our 'perception of craft'
SECONDARY RESEARCH
SECONDARY RESEARCH
1. To understand the very concept of perception and the various aspects that potentially influence a said perception. The team then mapped out a craft perception timeline, from the pre-industrial age to the current digital age.
2. A vertical scan of brand case studies to understand perception making and breaking. The 'Jawaja leather crafts' was one such case study that helped us understand how a strategy was designed to uplift the perception of not just the craft but, also eventually the material itself.
3. A rigorous research paper study + craft case studies and examples of innovation from various countries (like Japan, regions in Africa)
PRIMARY RESEARCH
PRIMARY RESEARCH
1. Observational inquiry of the craft practice and the craft clusters through case studies and field visits - Key case studies: Bandhini of Ahmedabad, Pottery of Sarkhej, Lippan of Vadej
2. Personal in-depth interviews with key resource people like brand owners, craft collaborators, design and craft educationists, craft practitioners and researchers.
3. Questionnaire, personal interviews and group discussions with different user persona groups
IDENTIFYING INSIGHTS AND OPPORTUNITIES
IDENTIFYING INSIGHTS AND OPPORTUNITIES
1. Analysing research data and identifying insights and gaps using multiple tools like stakeholder models, cognitive maps
2. Collating a comprehensive list of potential opportunities and areas of design intervention and preparing design briefs followed by picking the right design brief based on a set criteria.
3. Final phase includes - a round of contextual inquiry post design brief, charting out a roadmap, design prototyping and implementation.
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