DRS2012 Bangkok Proceedings Vol 4 - Design Research Society

2106 Conference Proceedings
Designing New Meanings: A Design Method for Eating Design
Reflect. In this step participants reflected on the picture they chose writing down their
thoughts on the worksheet.
Share. In this step participants shared their views and thoughts on the framing question
presenting to the others the image their chosen following the star model; here is where
discussion happens and meanings are created.
Extend. In this step participants have form 5 to 10 minutes to extend the conversation in
whatever direction was important to the group and make notes on any shifts in
perceptions, insights, or feelings about the topic.
Structure
The framing question introduces to participants the topic that should be discussed using
the Visual Explorer Technique. Being the aim of DED to produce data to be used
specifically to generate new ideas for the design of eating events, the framing questions
should introduce topics that elicit discussions on eating situation. For this reason the
framing questions have been designed on the Five Aspects Meal Model (J. S. A.
Edwards & Gustafsson, 2007).
The FAMM is used as a structure for the Visual Explorer technique. The five aspects of
the meal have been adapted into five questions. Each question has been used in one
session. During the five sessions participants had the opportunity to discuss all the
aspects of the ideal eating situation.
Session Aspect (FAMM) Question
1
2
3 Room
Meeting (customerservice
staff)
Meeting (customercustomer)
4 Product
5
Atmosphere and
Management Control
System
Data Analysis
How would you define an ideal service? How would you characterize the
ideal service staff of an eating situation?
How would you define an ideal companion during an imaginary new eating
situation?
How would you imagine the ideal eating situation in terms of other people
eating around you?
How would you describe an imaginary space for it to be your ideal eating
space? What are the elements that define an ideal eating space?
How would you describe an imaginary food for it to be your ideal food?
What are the elements that define an ideal food?
What do you think makes an ideal eating situation? When does eating
become extraordinary?
Table 2
Framing question for each session
In the analysis of the data of Study 1, themes were indentified in an inductive way (or
‘bottom up’ way) instead of a theoretical way (or deductive or ‘top down’ way). An
inductive approach does not try to fit themes into a pre-existing coding frame, and the
themes identified are linked to the data themselves (Patton, 1990). In this analysis the
themes in fact emerged from the data and a coding frame was not used. Even though the
method of data collection is structured on the FAMM, it did not influence the analysis in
the definition of the final themes.