The methodology we are using for our research is Phenomenology. Phenomenology is a methodology that aims to achieve an accurate and precise description of understanding a specific human experience (Chanmbers, 2013). We chose this methodology because the problem we are trying to solve includes customers and how they use and perceive the Kloof SPCA entrance, for us to be able to provide an accurate solution to the problem we need to study how customers interact with the existing entrance.
The qualitative research methods we have used so far consist of Naturalistic observations and an informal interview with a staff member. As mentioned previously, for us to find out what type of problems the non-profit organization might be facing, we conducted an informal interview with a team member of the marketing group at the Kloof SPCA. We chose to use this method because it is upfront and more personal. This type of approach also allowed them to ask us questions so that they could also grasp a better understanding of the project at hand.
Naturalistic observational is studying behaviour that occurs naturally in its natural setting, without the interference of the researcher (Atlas.ti, n.d.). During our observational study, we explored the Kloof SPCA grounds. An important observation we made that links to the mentioned design problem was that the wayfinding of the entrance is not well displayed.
Although there was visible signage, it was not clear as to which direction the reception was.
We have used more qualitative research methods because it gives us a better insight into customers' personal experience and staff members at the Kloof SPCA.
The quantitative research method we want to use are surveys. To prove that this design problem is viable, we are looking to conduct a survey to understand the staff members and customer experience better. We want to find out if there is a need for the entrance experience to be improved, from the customers' and employees' point of view. Once the data from the surveys has been put together, we can conclude if our problem is viable enough to proceed with the research and find solutions to the problem that will help the Kloof SPCA.
Chambers, T. (2013, July 11). Qualitative Research in Corporate Communication. Blogs Baruch. https://blogs.baruch.cuny.edu/com9640epstein/?p=543
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