Discover part 1 long

# Introduction to the Double Diamond model The Double Diamond model is a structured design process that guides teams through a journey of exploration and refinement, encouraging both divergent and convergent thinking across its four distinct phases [5](#page=5). ### 1.1 Overview of the double diamond model The Double Diamond model is a structured approach to design and innovation that emphasizes exploring a problem space broadly before narrowing down to specific solutions. It is widely utilized in design fields to ensure a thorough understanding of user needs and to develop effective solutions. The core principle of the model is to alternate between divergent thinking, which expands possibilities, and convergent thinking, which focuses and refines choices [5](#page=5) [6](#page=6). ### 1.2 The four phases of the double diamond model The model is divided into four phases, each representing a stage of exploration and decision-making: #### 1.2.1 Discover phase This is the initial phase of the Double Diamond model, focused on understanding the problem space. It is a **divergent phase**, meaning the goal is to explore as widely as possible without premature judgment. This involves gathering information, understanding user needs, and identifying the real challenges that need to be addressed [6](#page=6) [7](#page=7). #### 1.2.2 Define phase Following the broad exploration of the Discover phase, the Define phase is a **convergent phase**. The aim here is to synthesize the information gathered during discovery and clarify the specific challenge or problem statement that the design process will address. This involves making decisions and narrowing down the focus based on the insights gained [6](#page=6). #### 1.2.3 Ideate phase This phase is a **divergent phase** again, where the focus shifts from defining the problem to generating potential solutions. The objective is to brainstorm and create a wide range of ideas without immediate evaluation. This encourages creativity and ensures that a diverse set of possibilities are considered [6](#page=6). #### 1.2.4 Deliver phase The final phase, Deliver, is a **convergent phase**. It involves testing, refining, and ultimately launching the chosen solutions. This stage focuses on bringing the ideas to life and ensuring they meet the defined needs and are viable in practice [6](#page=6). > **Tip:** The Double Diamond model's iterative nature means that teams may cycle through these phases multiple times to refine their understanding and solutions [11](#page=11). --- # The discover phase and its importance The discover phase is an open and exploratory stage focused on gaining a broad understanding of users and their context, critically important for avoiding assumption-driven design and revealing genuine user needs and behaviors through research [8](#page=8). ### 2.1 Understanding the discover phase The discover phase is characterized as a divergent period within the Double Diamond model with the primary intention of exploring the overall problem space and its context more deeply. This phase encourages a "beginner's mindset," where participants are invited to be "naive" and ask questions to uncover new insights [11](#page=11) [9](#page=9). ### 2.2 Key benefits of the discover phase Embracing the discover phase offers several crucial advantages for the design process [8](#page=8): * **Avoids assumption-driven design:** By actively researching and exploring, teams can prevent designing solutions based on pre-conceived notions rather than actual user needs [8](#page=8). * **Reveals hidden needs & behaviors:** The exploratory nature of this phase helps uncover user needs and behaviors that might not be immediately apparent or explicitly stated [8](#page=8). * **Provides evidence for decision-making:** Research conducted in the discover phase generates evidence that supports informed decisions throughout the subsequent stages of the design process [8](#page=8). * **Fosters a broad understanding:** It cultivates a comprehensive understanding of the users, their environment, and the broader context surrounding the problem [8](#page=8). * **Maintains focus on exploration:** Crucially, this phase is about exploration and understanding, not about generating solutions [8](#page=8). > **Tip:** Approaching the discover phase with a genuine sense of curiosity and a willingness to challenge existing assumptions is key to unlocking its full potential. ### 2.3 Research methods in the discover phase The discover phase utilizes a combination of qualitative and quantitative research methods to gather a holistic view of the problem space [10](#page=10). #### 2.3.1 Qualitative research methods Qualitative research delves deeply into understanding emotions, motivations, and empathy among users. These methods are designed to provide rich, in-depth insights into the "why" behind user actions and feelings [10](#page=10). #### 2.3.2 Quantitative research methods Quantitative research focuses on collecting and analyzing numerical data, aiming for measurable and statistically significant insights. This approach helps to understand the "how much" and "how many" aspects of user behavior [10](#page=10). #### 2.3.3 Complementary nature of research methods Both qualitative and quantitative research methods are essential and complement each other effectively. By employing both, teams can gain unique and comprehensive insights that will inform the subsequent "define" phase of the Double Diamond model [10](#page=10). --- # Quantitative research methods in the discover phase Quantitative research methods are essential in the discover phase for collecting structured, measurable data to identify trends, validate assumptions, and support evidence-based decision-making. They focus on the "what" and "how many" of user behavior and attitudes, complementing qualitative research's exploration of the "why" [12](#page=12) [13](#page=13) [14](#page=14). ### 3.1 Purpose of quantitative research The primary purpose of quantitative research in the discover phase is to gather structured and comparable data from larger samples to enable evidence-based conclusions and support statistical analysis. It is used to validate or disprove assumptions, measure trends at scale, collect numerical data, and support decisions with data. This approach helps in understanding patterns in behavior, the frequency of actions, and trends across different groups [14](#page=14) [15](#page=15). ### 3.2 Key quantitative research methods #### 3.2.1 Surveys Surveys are a fundamental quantitative method for collecting structured data from a large number of people, allowing researchers to reach a wide population and gather feedback systematically. They are designed to identify trends in opinions or behavior and typically employ closed-ended questions, often in a multiple-choice format, to ensure clarity and simplicity. While surveys can be distributed online, on paper, or face-to-face, they primarily yield numerical data, though open questions can also incorporate personal thoughts [18](#page=18). > **Tip:** While surveys are easy to distribute and scale across populations, they can be limited in depth and nuance. Creating a good survey requires significant effort, and finding enough participants can be challenging [19](#page=19). #### 3.2.2 Analytics Analytics methods involve tracking digital footprints to understand user usage and performance, highlighting bottlenecks or drop-off points in user journeys. This process interprets data patterns, validates hypotheses, and collects data for evidence-based design. Analytics provide objective and continuous data that reveals real behavior at scale [21](#page=21) [22](#page=22). > **Tip:** A significant limitation of analytics is the lack of human context and motivations. Advanced analytics require specific skills, tools, and resources, and poor or incomplete data can lead to incorrect conclusions [22](#page=22). ##### 3.2.2.1 Google Analytics Google Analytics is a widely used platform for collecting data from websites and apps to generate reports offering business insights. To measure a website, a Google Analytics account is necessary, followed by the integration of a JavaScript measurement code into each page. This code collects pseudonymous information about user interactions, such as page views, conversions (e.g., reaching a purchase confirmation page), and browser details like location, language, browser type, device, and operating system. It also captures traffic sources, indicating how users arrived at the site (e.g., via search engines, ads, or email campaigns) [23](#page=23) [25](#page=25). The collected data is transmitted to Google Analytics, processed, and categorized based on criteria such as device type or browser. Configuration settings allow for data customization, such as filtering out internal or developer traffic. Once processed and stored in a database, the data cannot be altered, emphasizing the importance of careful setup to avoid excluding potentially valuable information. The processed data is then accessible through reports within Google Analytics [26](#page=26). > **Example:** For the Google Store, the measurement code can differentiate the number of users visiting a page selling glasses versus one selling household items. It can also track purchases, like that of an Android doll, by monitoring visits to the purchase confirmation page [23](#page=23). ##### 3.2.2.2 Digital analysis and purchase funnels Digital analysis often employs the concept of a purchase funnel to represent and measure customer engagement stages. A standard acquisition funnel includes acquisition (building awareness and interest), behavior (user interaction with the business), and conversion (when a user becomes a customer and makes a transaction). While this process is challenging to measure offline, digital analytics in an online store allow for the measurement of various funnel aspects. By tracking online behaviors that lead to purchases, businesses can make informed decisions about reaching both new and existing customers [30](#page=30) [31](#page=31). --- # Secondary desk research methods and tools Secondary desk research involves learning from existing studies and data that have already been collected and processed by others. It is often faster and cheaper than generating new data yourself and it can broaden your perspective and provide more thorough insights than you might achieve independently. However, secondary data may be generic, outdated, unreliable, or not precisely aligned with your research questions [35](#page=35) [36](#page=36). ### 4.1 Google search modifiers Google offers several modifiers to refine search queries for more effective secondary desk research [37](#page=37) [38](#page=38). * **AND**: Use this operator when all search terms must be present in the results. For example, `graphic AND digital` [37](#page=37). * **OR**: Use this operator when at least one of the search terms must be present. For example, `graphic OR digital` [37](#page=37). * **Quotation Marks (`" "`)**: Enclose phrases in quotation marks to search for an exact literal string. For example, `"graphic and digital media"` [37](#page=37). * **Minus Sign (`-`)**: Use the minus sign to exclude specific terms or websites from your search results. For example, `"graphic and digital media" -gent -arteveldehogeschool` [37](#page=37). * **`site:` operator**: This modifier allows you to search within a specific website or top-level domain. For example, `"graphic and digital media" site:arteveldehogeschool.be` [38](#page=38). * **`filetype:` operator**: Use this to find documents of a specific file type, such as PDF. For example, `"graphic and digital media" filetype:pdf` [38](#page=38). ### 4.2 Google Scholar Google Scholar is a specialized search engine designed specifically for academic sources. It is an invaluable tool for finding scholarly literature, research papers, and academic articles [39](#page=39). > **Tip:** While Google Scholar is excellent for finding academic sources, remember to critically evaluate the reliability and relevance of the studies you discover. ### 4.3 Assistant by Scite Assistant by Scite functions as an AI-powered assistant for academic resources, akin to a ChatGPT for scholarly content. It aims to streamline the process of finding and understanding academic research [40](#page=40). ### 4.4 Journalistic sources Journalistic sources, such as news articles and interviews, are generally more reliable than random internet sources. While they are not academic studies themselves, they often provide secondary information, such as interviews with researchers. These sources can be particularly useful for understanding innovations, trends, and market dynamics. However, caution is advised when relying on consumer trends reported in journalistic sources, as they may not always be based on rigorous research [41](#page=41). #### 4.4.1 Belgapress Belgapress is an archive of nearly all Belgian news media. It provides access to news content, though it is not intended for reading breaking news as there is a delay in publication. Access requires an Artevelde login [42](#page=42). ### 4.5 Databases Databases offer structured collections of information, often curated for specific purposes like market research. #### 4.5.1 Statista Statista is a database specifically designed for market research, providing data and statistics on a wide range of topics. Access to Statista is typically available on campus or via VPN [43](#page=43). #### 4.5.2 ResearchGate ResearchGate is a social networking site for scientists and researchers that requires an account for access. It hosts a large collection of academic sources and often provides access to articles, sometimes even when they are behind a paywall, via the authors themselves [46](#page=46). ### 4.6 Wikipedia Wikipedia can serve as a useful starting point for gaining a quick overview of a subject. It often includes references to scientific sources that can be further explored [44](#page=44). > **Caution:** Wikipedia is not always a reliable source and should not be used as the final point of reference for research. Always verify information with other, more authoritative sources and avoid citing Wikipedia directly in academic work [44](#page=44). ### 4.7 ChatGPT ChatGPT is a large language model trained to follow instructions and generate detailed responses by accumulating text from various websites. These websites can include informational sites, blogs, and e-commerce platforms [45](#page=45). > **Caveat:** ChatGPT's responses can sometimes be monotonous. It is crucial to remember that ChatGPT is developed and controlled by OpenAI, whose primary objective is to create a profitable tool rather than solely to make research more accessible to the public. Therefore, information obtained from ChatGPT should be critically evaluated and cross-referenced with other sources [45](#page=45). ### 4.8 Longitudinal research Longitudinal research involves studying the same target group over an extended period. This method allows for the observation of changes and trends over time [47](#page=47). #### 4.8.1 Flemish Examples * **Digimeter by IMEC**: This research focuses on digitization trends within Flanders [47](#page=47). * **Social Media Influencers: SMI barometer**: This barometer tracks trends and insights related to social media influencers in Flanders [47](#page=47). #### 4.8.2 International Examples * **The Accenture Life Trends report**: This report provides insights into evolving life trends on an international scale [47](#page=47). * **Meltwater digital / Digital 24 Global Overview Report by Meltwater**: These reports, often published in partnership with entities like 'We are Social', offer extensive global data and trends related to digital usage and online behavior [49](#page=49) [50](#page=50). --- # Referring and citation practices Referring involves acknowledging external sources of information, ideas, or arguments within academic work to support or contrast your own points, demonstrating that your research is grounded in existing knowledge and connected to the broader academic discourse. Proper citation ensures readers can identify the origin of the information [54](#page=54). ### 5.1 The purpose and placement of references References are typically placed immediately after a direct quote or the sentence that refers to the external work. If a reference is placed at the end of a paragraph, it may imply that the entire paragraph is derived from that source. For larger sections of text, you can explicitly state this, for example, "For the rest of this chapter I based myself on Liedtka ". In such cases, it is essential to re-cite any direct quotes or statistics within that section [55](#page=55). ### 5.2 Discovering new sources Academic works frequently cite other sources, which can be a valuable method for discovering new literature. By examining the references and bibliographies of existing papers, researchers can identify further relevant sources. This process is also known as "snowballing," and it can help in finding more information about experts interviewed in articles [56](#page=56). ### 5.3 The APA style The APA (American Psychological Association) style is a comprehensive set of guidelines for academic writing, formatting, and citation. Its primary purpose is to ensure clarity, consistency, and credibility in research by establishing a standardized method for presenting information and acknowledging sources. This style is predominantly used in social sciences such as psychology, education, sociology, nursing, and business. Key components of APA style include in-text citations (author, year), a reference list at the end of the document, and specific formatting rules for headings, margins, title pages, tables, and figures [57](#page=57). #### 5.3.1 In-text citations In APA style, in-text citations typically follow an author-date system, presented within parentheses as (Author, Year). Alternatively, the author's name can be integrated into the sentence, followed by the year in parentheses, such as "Smith argued that..." [58](#page=58). #### 5.3.2 Reference list The reference list begins on a new page and is titled "References," which should be bolded and centered. Entries are arranged alphabetically by the authors' last names. A hanging indent is used, where the first line of each entry is flush left, and subsequent lines are indented by 0.5 inches [59](#page=59). **Example of a book entry:** Smith, J. A.. *Learning strategies in education*. Academic Press [59](#page=59). **Example of a journal article entry:** Brown, L.. Student motivation in online learning. *Journal of Education Research*, *45* 123–135. https://doi.org/xxxx [2](#page=2) [59](#page=59). #### 5.3.3 Further resources for APA style For comprehensive guidance on APA style, several resources are available: * **APA Style Official Website:** https://apastyle.apa.org provides direct access to guides, tutorials, and examples from the source [60](#page=60). * **Purdue Online Writing Lab (OWL):** https://owl.purdue.edu offers a student-friendly guide to APA formatting and style [60](#page=60). * **APA Publication Manual (7th edition):** This is the official book containing complete rules and is accessible in libraries and bookstores [60](#page=60). ### 5.4 Tools for managing references #### 5.4.1 Microsoft Word's referencing features Microsoft Word offers built-in tools to assist with managing references, accessible through the "References" menu. It is important to ensure that APA style is selected within these features [61](#page=61). #### 5.4.2 Zotero Zotero is a highly useful tool for managing academic references. It allows users to create a personal library of PDFs and other sources, and it can automatically extract metadata from PDFs. Zotero also facilitates sharing libraries with others and can automatically export bibliographies in specified styles, such as APA. Furthermore, it includes a plugin for Microsoft Word that enables direct referencing and synchronization [61](#page=61). > **Tip:** When citing sources, always ensure you are adhering to the specific requirements of your institution or publication, as slight variations may exist even within established styles like APA. > **Example:** If you are quoting a statistic from a report, your in-text citation might look like this: "The unemployment rate decreased by 2 percent (Bureau of Labor Statistics, 2022)." If you are paraphrasing an idea, it could be: According to the Bureau of Labor Statistics the unemployment rate has seen a decrease. The full details of this report would then be listed in your reference list . --- ## Common mistakes to avoid - Review all topics thoroughly before exams - Pay attention to formulas and key definitions - Practice with examples provided in each section - Don't memorize without understanding the underlying concepts

| Term | Definition | |------|------------| | Double Diamond model | A design process model that encourages both divergence and convergence, typically comprising four phases: Discover, Define, Ideate, and Deliver. It helps structure the design thinking process by expanding the scope of exploration before narrowing down to specific solutions. | | Divergent phase | A phase in a design process where the focus is on exploring a broad range of possibilities, ideas, or information. This phase encourages open-ended thinking and discourages premature convergence or solution generation. | | Convergent phase | A phase in a design process where the focus shifts from broad exploration to narrowing down options and making decisions. This involves synthesizing information, prioritizing ideas, and moving towards concrete solutions. | | Discover phase | The initial phase of the Double Diamond model, focused on exploring the problem space broadly to understand the context, uncover hidden needs, and gather evidence for decision-making without generating solutions. | | Qualitative research | Research methods that explore the "why" and "how" of phenomena, focusing on in-depth understanding of experiences, emotions, and behaviors through techniques like interviews and observations. | | Quantitative research | Research methods that measure the "what" and "how many" of phenomena, relying on numerical data and statistical analysis to identify patterns, trends, and measurable outcomes. | | Surveys | A method of collecting structured data from a large number of people, often using closed or multiple-choice questions, to gather feedback, identify trends, and reach a wide population. | | Analytics | The process of tracking digital footprints to understand usage patterns, performance, and user behavior, often used to highlight bottlenecks, validate hypotheses, and collect data for evidence-based design. | | Google Analytics | A web analytics service offered by Google that tracks and reports website traffic, providing insights into user behavior, traffic sources, and website performance. | | Purchase funnel | A marketing model representing the stages of customer engagement, typically including acquisition, behavior, and conversion, used to measure and understand customer journeys and interactions. | | Desk research | Research conducted using existing information and data, rather than through primary data collection. It includes reviewing literature, reports, and online resources. | | Primary desk research | Research conducted by collecting and processing one's own data, often involving analysis of readily available online information, such as benchmarking. | | Secondary desk research | Research that relies on existing studies, literature reviews, and industry reports to gain insights and learn from previously gathered data. | | Benchmarking | A process of comparing various sources, products, or services against each other to identify best practices, performance standards, and areas for improvement. | | Google Scholar | A freely accessible web search engine that indexes the full text or metadata of scholarly literature across an array of publishing formats and disciplines. | | Referring | The practice of acknowledging and citing the work, ideas, or sources of other authors to support or contrast one's own points, providing credibility and connecting the study to existing knowledge. | | APA style | A set of rules and guidelines for writing, formatting, and citing sources in academic work, commonly used in social sciences, developed by the American Psychological Association. | | In-text citation | A brief reference placed within the body of a text that indicates the source of information, typically including the author's name and the publication year, in formats like (Author, Year). | | Reference list | A comprehensive list of all sources cited in an academic work, typically placed at the end, alphabetized by author's last name, and formatted according to specific citation style guidelines like APA. | | Snowballing | A research technique where existing sources are examined to find references to further relevant sources, akin to a snowball rolling and gathering more snow. | | Longitudinal research | Research that involves studying the same group of individuals or phenomena over an extended period, observing changes and developments across different time points. |