Abstract
The paper seeks to find links between concepts and research methods in Marketing, Psychology and Design using product differentiation as the central theme of the investigation. It focuses on the possibilities of cross–paradigm research and shows linking differentiation and perception is both original and lacking: “although many writers seem to imply that differentiation is based on customer perceptions, the connection between the intentions of the firm, and the subsequent perceptions of the customer is not well explained” (McGovern, 1987:5). Design in this context is the ‘hub’ that, by giving meaning to products, links aspects of marketing and psychology. One study currently being developed is used to illustrate the potential and challenges inherent in this kind of interdisciplinary research.
Citation
Buchler, D., and Ashton, P. (2004) Building Research Across the Marketing-Psychology-Design Trilogy., in Redmond, J., Durling, D. and de Bono, A (eds.), Futureground - DRS International Conference 2004, 17-21 November, Melbourne, Australia. https://dl.designresearchsociety.org/drs-conference-papers/drs2004/researchpapers/7
Building Research Across the Marketing-Psychology-Design Trilogy.
The paper seeks to find links between concepts and research methods in Marketing, Psychology and Design using product differentiation as the central theme of the investigation. It focuses on the possibilities of cross–paradigm research and shows linking differentiation and perception is both original and lacking: “although many writers seem to imply that differentiation is based on customer perceptions, the connection between the intentions of the firm, and the subsequent perceptions of the customer is not well explained” (McGovern, 1987:5). Design in this context is the ‘hub’ that, by giving meaning to products, links aspects of marketing and psychology. One study currently being developed is used to illustrate the potential and challenges inherent in this kind of interdisciplinary research.