Sovereign Brand Research
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Questions and Answers

What is the primary aim of creating a new corporate identity for the junior mining exploration company?

  • To change the company's business strategy
  • To reduce costs and increase profits
  • To create a coherent visual identity to attract investors (correct)
  • To expand the company's geographical presence

    • Who is the target audience for the new corporate identity?

  • Shareholders, bank analysts, media, and other interested parties (correct)
  • Suppliers and partners
  • Employees and customers
  • The general public

    • What is the purpose of the new visual identity?

  • To create a consistent brand image
  • To increase sales and revenue
  • To differentiate the company from other mining companies (correct)
  • To reduce marketing expenses

    • Where will the new corporate identity be used?

    <p>On all external corporate communications, including website, printed materials, business cards, and presentations</p> Signup and view all the answers

    Why is it important to create a new corporate identity for the junior mining exploration company?

    <p>To attract new investors and raise the company's profile ahead of an IPO</p> Signup and view all the answers

    What is the ultimate goal of creating a new corporate identity for the junior mining exploration company?

    <p>To create a unified brand image and attract investors</p> Signup and view all the answers

    What was the primary objective of the research conducted with the client and regional associations?

    <p>To get a feel for the values and vision of the brand</p> Signup and view all the answers

    What was the strongest asset of Sovereign, according to the research?

    <p>Its ability to balance the needs of current customers, while planning and developing for future customers</p> Signup and view all the answers

    What was the central concept of the initial design ideas?

    <p>Planning for today and tomorrow</p> Signup and view all the answers

    What was the purpose of the web-based search for imagery and icons?

    <p>To generate ideas for the visual identity</p> Signup and view all the answers

    What was the focus of the design team's initial sketches?

    <p>Developing ideas for a symbol</p> Signup and view all the answers

    What was the outcome of the research and design process?

    <p>A new visual identity</p> Signup and view all the answers

    What do brands often do to their products nowadays?

    <p>Take them back to a more basic state</p> Signup and view all the answers

    What was the significance of the circle or loop in the design process?

    <p>It represented continuity and growth</p> Signup and view all the answers

    What is the main goal of Transformation in design?

    <p>Making a substantial qualitative change</p> Signup and view all the answers

    Which design thinking stage is characterized by exploring and developing ideas?

    <p>Ideate</p> Signup and view all the answers

    What is the role of diagrams in design theory?

    <p>To show the basic principles in action</p> Signup and view all the answers

    What is the primary focus of Design Thinking?

    <p>Generating innovative ideas</p> Signup and view all the answers

    What design approach did Navyblue take for Ian Macleod Distillers' Smokehead Scotch whisky?

    <p>Divergent approach</p> Signup and view all the answers

    What is the result of Transformation in design?

    <p>A substantial qualitative change to the product</p> Signup and view all the answers

    What is the purpose of redesigning a product's visual identity?

    <p>To enhance the product's brand identity</p> Signup and view all the answers

    What is the primary goal of rebranding a product?

    <p>To take the product back to its basic state</p> Signup and view all the answers

    What is the primary purpose of creating a prototype in the design thinking process?

    <p>To test the technical feasibility of a design idea</p> Signup and view all the answers

    What is the outcome of the ideate stage in the design thinking process?

    <p>A variety of potential solutions</p> Signup and view all the answers

    What does a prototype allow the design team and client to do?

    <p>Visualize and handle the design concept</p> Signup and view all the answers

    Why may it be necessary to further work up the most promising solutions during the ideate stage?

    <p>To test particular aspects of the design solution</p> Signup and view all the answers

    What is the primary focus of the prototype stage in the design thinking process?

    <p>Testing technical feasibility</p> Signup and view all the answers

    What is the purpose of resolving solutions during the prototype stage?

    <p>To provide a better basis for comparison at the selection stage</p> Signup and view all the answers

    Why is a prototype particularly useful for novel packaging or presentation ideas?

    <p>Because they require the development of a prototype</p> Signup and view all the answers

    What does a prototype allow the design team to test?

    <p>All of the above</p> Signup and view all the answers

    What is the primary purpose of the research stage in Design Thinking?

    <p>To gather information and data about the project's landscape</p> Signup and view all the answers

    What is the outcome of the research stage in Design Thinking?

    <p>A broad background of the project's landscape</p> Signup and view all the answers

    What is the primary goal of the research stage in design thinking?

    <p>To collect information to help generate design ideas</p> Signup and view all the answers

    What is the primary focus of the ideate stage in Design Thinking?

    <p>Creating potential solutions to the design brief</p> Signup and view all the answers

    What is the purpose of the ideas boards in the research stage?

    <p>To gather information and data about the project's landscape</p> Signup and view all the answers

    What is the main purpose of prototyping in design thinking?

    <p>To test target group acceptance and receive client approval</p> Signup and view all the answers

    What is the primary focus of the implementation stage in design thinking?

    <p>To ensure that design details are put into effect</p> Signup and view all the answers

    What is the relationship between the research stage and the ideate stage in Design Thinking?

    <p>The research stage provides information for the ideate stage</p> Signup and view all the answers

    What is the role of the design team in the ideate stage?

    <p>To create potential solutions to the design brief</p> Signup and view all the answers

    What is the purpose of using models, dummies, and storyboards in design thinking?

    <p>To present and articulate design ideas to the target group</p> Signup and view all the answers

    What is the primary goal of design thinking?

    <p>To solve complex problems through creative and innovative solutions</p> Signup and view all the answers

    What is the primary goal of the design process in Design Thinking?

    <p>To create potential solutions to the design brief</p> Signup and view all the answers

    What is the purpose of idea generation in design thinking?

    <p>To generate creative solutions to the brief</p> Signup and view all the answers

    What is the outcome of the ideate stage in Design Thinking?

    <p>A set of potential solutions</p> Signup and view all the answers

    What is the result of combining different methods and sources of inspiration in design thinking?

    <p>Generating creative solutions to the brief</p> Signup and view all the answers

    What is the primary goal of using design history in design thinking?

    <p>To understand how designers use different methods and sources of inspiration</p> Signup and view all the answers

    What is the primary purpose of clustered and voted ideas in a design thinking process?

    <p>To identify patterns in a problem area or series of ideas</p> Signup and view all the answers

    What is the role of agreed assessment criteria in a design thinking process?

    <p>To encourage participants to consider the perspectives of other stakeholders</p> Signup and view all the answers

    What is showcased at the London College of Fashion's graduate exhibition?

    <p>The work of 600 students</p> Signup and view all the answers

    What is the primary goal of a design thinking process?

    <p>To maintain or improve performance or to better control the process</p> Signup and view all the answers

    What is the purpose of brainstorming in a design thinking process?

    <p>To refine and agree on assessment criteria</p> Signup and view all the answers

    What is the outcome of a design thinking process?

    <p>A series of ideas to help the design team select appropriate solutions</p> Signup and view all the answers

    What is the purpose of the postcard-sized tags in the exhibition?

    <p>To activate an interactive projection of the student's work</p> Signup and view all the answers

    What happens when a postcard-sized tag is placed on the custom-built responsive table?

    <p>An interactive projection of the student's work is activated</p> Signup and view all the answers

    How does the viewer control whose digital portfolio of work is being shown?

    <p>Through the choice of tags</p> Signup and view all the answers

    What type of feedback does the viewer provide when choosing a tag?

    <p>Explicit feedback</p> Signup and view all the answers

    What is the purpose of the custom-built responsive table?

    <p>To allow the viewer to control whose digital portfolio is shown</p> Signup and view all the answers

    What is represented by each student in the exhibition?

    <p>A postcard-sized tag</p> Signup and view all the answers

    How does the viewer's choice of tags affect the exhibition?

    <p>It changes the projection on the table</p> Signup and view all the answers

    What is the significance of the table interface in the exhibition?

    <p>It allows the viewer to control the projection</p> Signup and view all the answers

    What is the purpose of a prototype in the design thinking process?

    <p>To test and visualize a design concept</p> Signup and view all the answers

    What is the primary goal of the select stage in design thinking?

    <p>To choose the most suitable design solution</p> Signup and view all the answers

    What is true about architectural models?

    <p>They provide a three-dimensional visualization of a building design</p> Signup and view all the answers

    What is the primary focus of the prototype stage in design thinking?

    <p>To test and visualize a design concept</p> Signup and view all the answers

    What is the primary criterion for selecting a design solution in the select stage?

    <p>Fitness for purpose</p> Signup and view all the answers

    What is the relationship between the research and ideate stages in design thinking?

    <p>The ideate stage follows the research stage</p> Signup and view all the answers

    What is the primary focus of design thinking?

    <p>Meeting the needs and goals of the brief</p> Signup and view all the answers

    What is the purpose of prototyping in design thinking?

    <p>To test and refine a design concept</p> Signup and view all the answers

    What is the importance of defining terms like 'stylish' and 'cool' in a design brief?

    <p>To ensure shared expectations between the client and designer</p> Signup and view all the answers

    Why may a brief need to be rewritten and reworked with the client?

    <p>Because the brief lacks necessary information</p> Signup and view all the answers

    What is the first stage of the design thinking process?

    <p>Define</p> Signup and view all the answers

    What is the purpose of a checklist in the brief?

    <p>To manage client expectations and understand the brief</p> Signup and view all the answers

    What may happen if the brief is not robust enough?

    <p>The brief may need to be rewritten and reworked with the client</p> Signup and view all the answers

    Why is it important for the designer to understand the client's requirements?

    <p>To ensure the design meets the client's needs</p> Signup and view all the answers

    What is the role of the design team in the design thinking process?

    <p>To initiate the design process</p> Signup and view all the answers

    Why is it important to question the validity of the brief's elements?

    <p>To ensure the brief is accurate and effective</p> Signup and view all the answers

    What is the purpose of the learn stage in the design process?

    <p>To evaluate and improve the design process</p> Signup and view all the answers

    What is the outcome of the feedback process in the learn stage?

    <p>A shared understanding is developed between designers and clients</p> Signup and view all the answers

    What happens at each stage of the design process?

    <p>Stock is taken of progress and what's working</p> Signup and view all the answers

    What is the benefit of learning from each stage of the design process?

    <p>It enhances the development of design thinking</p> Signup and view all the answers

    What is the checklist for in the learn stage?

    <p>To have dialogue with the client about the success of implementation</p> Signup and view all the answers

    Why is the learn stage important in the design process?

    <p>It facilitates the production of optimal solutions</p> Signup and view all the answers

    What is the purpose of defining words such as 'stylish' and 'cool' in a design brief?

    <p>To ensure shared expectations between the client and design team</p> Signup and view all the answers

    What is the purpose of questioning the validity of the brief's elements?

    <p>To identify potential flaws in the brief</p> Signup and view all the answers

    What is the purpose of writing and re-writing a brief?

    <p>To ensure the design team understands the client's needs</p> Signup and view all the answers

    What is the first stage of the design thinking process?

    <p>Define</p> Signup and view all the answers

    What is the purpose of the checklist in the design brief?

    <p>To ensure the design team understands the client's needs</p> Signup and view all the answers

    What is the primary purpose of the learn stage in design thinking?

    <p>To gather feedback and learn from the design process</p> Signup and view all the answers

    What is the purpose of identifying drivers in the design process?

    <p>To understand the stimuli that people are receptive to</p> Signup and view all the answers

    What is the relationship between the learn stage and the other stages in design thinking?

    <p>The learn stage occurs throughout the design process</p> Signup and view all the answers

    What is the purpose of the design thinking process?

    <p>To understand the client's needs and develop effective solutions</p> Signup and view all the answers

    What are barriers in the design process?

    <p>Technical, legal, or market obstacles to implementation</p> Signup and view all the answers

    What is the benefit of building a shared understanding between designers and clients over time?

    <p>It facilitates the production of increasingly optimal solutions in the future</p> Signup and view all the answers

    What is the primary focus of the implement stage in design thinking?

    <p>Delivering the designed solution</p> Signup and view all the answers

    What is the role of the design team in the ideate stage?

    <p>To develop solutions to the problem</p> Signup and view all the answers

    What is the purpose of feedback in the learn stage?

    <p>To identify areas for improvement in the design process</p> Signup and view all the answers

    What is the action of agents (stimuli) on our physical or emotional condition?

    <p>Stimulation</p> Signup and view all the answers

    What is the purpose of classifying information into quantitative and qualitative categories?

    <p>To define the size and characteristics of the target market</p> Signup and view all the answers

    What can be a result of inadequacies in the brief or a lack of understanding of key points?

    <p>Design problems or issues</p> Signup and view all the answers

    What is an example of a technical barrier?

    <p>Postal companies' preferred envelope sizes</p> Signup and view all the answers

    What should designers do at each stage of the design process?

    <p>Take stock of where they are, where they are heading, what's working and what's not</p> Signup and view all the answers

    What is an example of a market barrier?

    <p>The purchasing and distribution power of key competitors</p> Signup and view all the answers

    What happens when drivers are not followed?

    <p>The design creates an obstacle that reduces the chance of success</p> Signup and view all the answers

    Why is it important to identify barriers during the research stage?

    <p>To prevent work from being undertaken in a direction that has little chance of being implemented</p> Signup and view all the answers

    What is the purpose of creating a target user profile in design thinking?

    <p>To create a fictional 'typical user' to add colour to the profile</p> Signup and view all the answers

    What is the benefit of the new packaging design for the commemorative stamps?

    <p>It can be sold in supermarkets and other retail outlets</p> Signup and view all the answers

    What is a character profile used for in the design process?

    <p>To stimulate idea formation and help with decision making</p> Signup and view all the answers

    What is the purpose of researching the target group's lifestyle aspirations?

    <p>To understand the target group's purchasing habits</p> Signup and view all the answers

    What is the benefit of separating the stamps from the pack in the new packaging design?

    <p>It facilitates the sale of stamps in supermarkets and other retail outlets</p> Signup and view all the answers

    What is the purpose of a character profile in design thinking?

    <p>To stimulate idea formation and help with decision making</p> Signup and view all the answers

    What is the outcome of researching the target group's demographics?

    <p>A target user profile is constructed</p> Signup and view all the answers

    What is the purpose of researching the target group's education and income level?

    <p>To define the target group's socio-economic demographics</p> Signup and view all the answers

    What is the primary advantage of using images in graphic design?

    <p>They can convey a lot of information quickly</p> Signup and view all the answers

    What is the purpose of representing hotel services as icons in design thinking?

    <p>To create patterns</p> Signup and view all the answers

    Why are images a prominent part of graphic design?

    <p>Because they can convey a lot of information quickly</p> Signup and view all the answers

    What is the primary purpose of using images in design thinking?

    <p>To convey a lot of information quickly</p> Signup and view all the answers

    What is the relationship between images and information in graphic design?

    <p>Images are used to convey a lot of information</p> Signup and view all the answers

    What is the primary advantage of using design thinking in graphic design?

    <p>It enables the effective communication of ideas and concepts</p> Signup and view all the answers

    What is the role of icons in design thinking?

    <p>To create patterns and simplify complex information</p> Signup and view all the answers

    What is the primary purpose of using patterns in design thinking?

    <p>To simplify complex information</p> Signup and view all the answers

    Why is it important to make the sample group as representative as possible of the overall population under study?

    <p>To increase the accuracy of the research results</p> Signup and view all the answers

    What is the primary purpose of seeking internal and external feedback in the design process?

    <p>To improve the design outcome</p> Signup and view all the answers

    What is a key consideration when selecting a sample group?

    <p>Age, education level, ethnicity, and socio-economic group</p> Signup and view all the answers

    What is the main learning opportunity in the design process?

    <p>Seeking feedback at the end of the process</p> Signup and view all the answers

    What is the benefit of using a small sample group?

    <p>It is less expensive and time-consuming</p> Signup and view all the answers

    What is the purpose of a sample group in research?

    <p>To represent the characteristics of the target group</p> Signup and view all the answers

    What is the outcome of seeking feedback in the design process?

    <p>Improved design outcome</p> Signup and view all the answers

    What is a characteristic of a sample group?

    <p>It is a small group of 5-10 people</p> Signup and view all the answers

    What is the primary goal of Transformation in design?

    <p>To initiate a substantial qualitative change</p> Signup and view all the answers

    What is the main benefit of using diagrams in design theory?

    <p>To communicate complex ideas simply</p> Signup and view all the answers

    What is the primary focus of Design Thinking?

    <p>Developing innovative solutions to problems</p> Signup and view all the answers

    What is the outcome of the ideate stage in Design Thinking?

    <p>A list of potential solutions</p> Signup and view all the answers

    What is the purpose of rebranding a product?

    <p>To initiate a substantial qualitative change</p> Signup and view all the answers

    What is the role of diagrams in design?

    <p>To illustrate complex design principles</p> Signup and view all the answers

    What is the focus of Design Thinking?

    <p>Developing innovative solutions</p> Signup and view all the answers

    What approach did Navyblue take for Ian Macleod Distillers' Smokehead Scotch whisky?

    <p>A divergent approach</p> Signup and view all the answers

    What type of research provides a starting point for understanding what worked and what did not work with a specific target group?

    <p>Primary research</p> Signup and view all the answers

    What is the purpose of a checklist in the research stage of a project?

    <p>To ensure that all necessary factors are considered</p> Signup and view all the answers

    What can be used to gain a clear understanding of how a market is structured?

    <p>Consumer market research reports</p> Signup and view all the answers

    What is an important factor to consider when understanding a target group?

    <p>Their education level</p> Signup and view all the answers

    What is the benefit of using primary research in a project?

    <p>It provides valuable insights into what worked and what did not work in previous projects</p> Signup and view all the answers

    What is the purpose of gathering demographic information about a target group?

    <p>To create a statistical composition of the user group</p> Signup and view all the answers

    What does the large circle represent in a Venn diagram?

    <p>The entire group being studied</p> Signup and view all the answers

    What is the purpose of identifying target groups in the research stage of Design Thinking?

    <p>To gather quantitative and qualitative information about the groups</p> Signup and view all the answers

    What is represented by the shaded area where the two circles overlap in a Venn diagram?

    <p>The intersection of the two groups</p> Signup and view all the answers

    What type of information can be gathered about target groups in the research stage of Design Thinking?

    <p>Both qualitative and quantitative information</p> Signup and view all the answers

    What is the purpose of putting oneself in scenarios typical of a target group in the research stage of Design Thinking?

    <p>To gather qualitative information</p> Signup and view all the answers

    What can be used to simulate the experiences of younger or older users or users with disabilities in the research stage of Design Thinking?

    <p>Other effects</p> Signup and view all the answers

    What is the relationship between the large circle and the small circle in a Venn diagram?

    <p>The small circle is a subset of the large circle</p> Signup and view all the answers

    What is the purpose of identifying target groups in the research stage of Design Thinking?

    <p>To understand the needs and characteristics of the groups</p> Signup and view all the answers

    What is the primary purpose of selecting a sample group in design research?

    <p>To define the characteristics of the target group</p> Signup and view all the answers

    What is the main learning opportunity in the design process?

    <p>At the end of the process when feedback is sought</p> Signup and view all the answers

    What is the purpose of agreed assessment criteria in a design thinking process?

    <p>To select the most promising solutions</p> Signup and view all the answers

    What is the typical size of a sample group in design research?

    <p>5 to 10 people</p> Signup and view all the answers

    What is the primary goal of feedback in the design process?

    <p>To maintain or improve performance or control the process</p> Signup and view all the answers

    What is the purpose of cluster and vote in design thinking?

    <p>To select the most promising solutions</p> Signup and view all the answers

    What is the characteristic of a sample group in design research?

    <p>Representative of the target population</p> Signup and view all the answers

    What is the result of iterating through the design process with feedback?

    <p>Improved performance or control of the process</p> Signup and view all the answers

    Study Notes

    Research and Consultation

    • Research included interviews and workshops with the client and consultation with regional associations to understand the values and vision for the brand.
    • An audit of competitors was undertaken to understand the visual world of housing associations.
    • The research showed that Sovereign's ability to balance the needs of current customers and planning for future customers was its strongest asset.

    Design Thinking

    • The design team made initial sketches to explore and develop ideas for a symbol.
    • Different symbol ideas were worked up and given different treatments to develop and test them.
    • The initial ideas focused on planning for today and tomorrow, creating a shape or expression for the group logo and sub-brands.

    Aim and Objectives

    • Produce a new corporate identity that reflects the exciting potential of the junior mining exploration company.
    • Create an identity that resonates with potential investors as the company prepares for an IPO.
    • Differentiate the company from other mining companies, gold companies, and companies on the stock market in general.

    Identity and Usage

    • A corporate visual identity to attract investors.
    • The identity will be used on all external corporate communications, including website, printed materials, business cards, and presentations.
    • Target audience: shareholders, bank analysts, media, and other interested parties.
    • Geographic locations: North America and Europe.

    Design Principles

    • Brands often take products back to a more basic state or pre-branding time.
    • Diagrams add meaning to the theory by showing the basic principles in action.
    • Transformation involves a substantial qualitative change, such as redesigning a visual identity or repackaging for a new distribution method.

    Case Study: Ian Macleod Distillers

    • Navyblue took a divergent approach in redesigning the packaging for Ian Macleod Distillers' Smokehead Scotch whisky.

    Design Thinking Stages of Thinking

    • The design thinking process involves seven stages: Define, Research, Ideate, Prototype, Select, Implement, and Learn.

    Stage 2 – Research

    • Research involves collecting information to help generate design ideas.
    • This includes consumer profiles, target group definitions, quantitative and qualitative information, and feedback from past projects.

    Stage 3 – Ideate

    • The ideate stage involves creating potential solutions using research gathered and constraints established during the define stage.
    • Designers use different methods to ideate, including sketching and brainstorming.

    Stage 4 – Prototype

    • The prototype stage involves resolving solutions and testing the technical feasibility of a design idea.
    • A prototype can be used to test the visual aspects of the design and provide an opportunity to test a design in three dimensions.

    Prototype Characteristics

    • A prototype must be made to test particular aspects of a design solution.
    • A prototype gives the design team and client the ability to visualize and handle a design concept.

    Ideas Boards

    • Ideas boards are used to collate information, including competitor information, references from other sectors and markets, and material from reference books and magazines.
    • This information is fed back into the design process at the ideate stage.

    Implementation

    • Implementation involves bringing design ideas to life through production.
    • It must ensure that design details are put into effect and that the client is happy with the final product.

    Design Thinking Overview

    • Aim to maintain or improve performance or control the process
    • Identify patterns in a problem area or ideas to select appropriate solutions
    • Agreed assessment criteria consider multiple stakeholders' concerns

    Design Thinking Process

    • Define: accurately define the problem
    • Research: gather background information
    • Ideate: generate solutions
    • Prototype: add detail and resolution, test solutions
    • Select: choose a design solution based on fitness for purpose
    • Implement: execute the chosen design
    • Learn: gather feedback, refine and improve

    Design Brief

    • Ensure shared expectations between designer and client
    • Checklist: understand the client's request, agree on definitions, identify flaws, and manage expectations

    Prototyping

    • Create a prototype to test and visualize the design
    • May not require final materials, focus on functionality and usability

    Select Stage

    • Choose a design solution based on fitness for purpose
    • Consider the brief, target audience, and communication goals

    Learn Stage

    • Gather feedback and refine the design process
    • Identify areas for improvement and opportunities for growth
    • Enhance the development of design thinking and generate successful designs

    Thinking in Images

    • Images have the ability to convey ideas or a lot of information quickly.
    • Designers need to interpret the brief and define what words such as ‘stylish’ and ‘cool’ mean to ensure shared expectations.

    Design Thinking Stages

    • The first stage is to define the problem accurately.
    • The design thinking process consists of seven stages: Define, Research, Ideate, Prototype, Select, Implement, and Learn.

    The Importance of Feedback

    • Feedback is essential for designers and clients to build a shared understanding over time.
    • The feedback process helps identify problems with the design and facilitates the production of optimal solutions.

    Drivers and Barriers

    • Drivers are the stimuli that people are receptive to, such as market forces or technological advancements.
    • Barriers need to be identified during the research stage to prevent work from being undertaken in a direction that has little chance of being implemented.

    Information Gathering

    • Research involves gathering both quantitative and qualitative information.
    • This information helps define the size of a target market and its characteristics, allowing for the creation of a target user profile.

    Target Groups

    • A character profile is a tool developed during the research stage to stimulate idea formation and help with decision making.
    • A character profile is built by looking for key words and characteristics that define the target group.

    Case Studies

    • Emótica: a design brief from Continental Gold, a Colombian gold exploration company.
    • Royal Mail: a presentation pack for an issue of stamps celebrating British cinema, designed to expand the market for commemorative stamps.

    Research and Feedback

    • A sample group is typically a collection of 5-10 people who share the characteristics of the target group and can be used for one-to-one interviews, questionnaires, and focus groups.
    • The sample should be as representative as possible of the overall population under study and selected by determining the most important attributes that define the group.
    • Attributes may include age, education level, ethnicity, and socio-economic group.

    Design Thinking

    • Design Thinking involves iterative feedback at all stages, with internal and external feedback sought and received.
    • The main learning opportunity comes at the end of the process when feedback about performance, acceptance, and success of a design is sought and fed back into the design process.

    Target Groups

    • Target groups are identified through research, providing rudimentary classification of different groups of consumers or users in a sector and their characteristics.
    • Further research can provide qualitative and quantitative information about the target groups, including sex, education level, income level, motivations, likes, dislikes, and aspirations.

    Information Gathering

    • Venn diagrams can be used to show the relationships between different groups, with the large circle representing the larger group and the small circle representing the subset.
    • Checklists can be used to gather information, including:
      • Feedback from previous projects
      • Statistical composition of the user group
      • Understanding of the target market
      • Education level of the user group
      • Typical lifestyle of the user group
      • Aspirations of the user group

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    Description

    A research study on Sovereign's brand values and vision, including competitor analysis and stakeholder interviews.

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