Situating Design Research within Social Framework

This paper explores the expertise in industrial (product) design and contribution of knowledge generated trough the design research. Within this approach the research is situated within the social structure that constitutes people, activity, context and culture where an artifact is seen to be a mediator for the generation of new knowledge and its application. The paper concludes about the importance of research and practice integration and points out that situating the research around the artifacts, as mediators of knowledge, is transferable to Human-Computer Interaction field and any other area of the design research

The ZMET Technique: A New Paradigm for Improving Marketing and Marketing Research

For decades, marketing and marketing research have been based on a concept of consumer behaviour that is deeply embedded in a linear notion of marketing activities. With increasing regularity, key organising frameworks for marketing and marketing activities are being challenged by academics and practitioners alike. In turn, this has led to the search for new approaches and tools that will help marketers understand the interaction among attitudes, emotions and product/brand choice. More recently, the approach developed by Harvard Professor, Gerald Zaltman, referred to as the Zaltman Metaphor Elicitation Technique (ZMET) has gained considerable interest. This paper seeks to demonstrate the effectiveness of this alternative qualitative method, using a non-conventional approach, thus providing a useful contribution to the qualitative research area.