Design for Design: The Influence and Legacy of John Heskett









Doing Qualitative Studies, Using Statistical Reasoning

Gorm Gabrielsen, Tore Kristensen

Copenhagen Business School

Keywords: qualitative method, experiment, market penetration


The paper describes some experimental studies where qualitative assessments have been conducted. However, they have not been done using conventional qualitative methods. The sample is bigger, typically 135 and the methods for data collection was based on a bipolar non‐numeric scale, developed by L.L. Thurstone in the late 1920s. In this case, the responses have been registered on an iPad where respondents are instructed to move a cursor between two extreme values. The advantage of this is that the data are kept at an individual level, the responses are set by a moving hand, which enables an embodied response rather than intellectualization. The actual studies demonstrate how design studies also may give insights into how well markets work, depending on the variation in the market. In a market with big variation, a message is less likely to penetrate the market than in a homogenous market.

This paper is licensed under the Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International licence.

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Cite this paper: Gabrielsen, G., Kristensen, T. (2016). Doing Qualitative Studies, Using Statistical Reasoning. Proceedings of DRS 2016, Design Research Society 50th Anniversary Conference. Brighton, UK, 27–30 June 2016.

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