Design research today often struggles between using qualitative and quantitative techniques to best inform design decisions. This article discusses the need for a mixed approach that leverages “Chunky Data” — bringing together the best of both worlds — but sequenced differently depending on the type of problem faced.
In my work, I have seen great tension as organizations and innovators try to reconcile the creative, need-based world of design thinking with rigorous quantitative approaches to research. Opinions on the topic vary widely, with camps often resorting to what is comfortable rather than what is right. In reality — there is no winning side. Design thinking needs both approaches to data to come together.