IIDA Perspective - Fall/Winter 2014 - 20

This is a gross
simplification of
course. But it's
also true that
in recent years,
design research
has become
exponentially
more complex and
comprehensive.
"You can't just do
programming
anymore," says
Kim Heartwell,
senior vice president
at RTKL Associates.
Heartwell likes to

This is a gross simplification of course. But it's also true that
in recent years, design research has become exponentially
more complex and comprehensive.

"You can't just do programming anymore," says Kim Heartwell,
senior vice president and co-director of interior architecture
at RTKL Associates in Washington, D.C.
Heartwell likes to use the analogy that clients are like
house-hunters. When asked what they're looking for, they
often talk about what they don't have in their current house,
and build a profi le of a house based on what they think
they need and want. But when they actually go out with
a real estate agent and look, they might pick out something
completely different than what they initially said
they wanted.

"A lot of information reported to us has a fi lter on it," Heartwell
says. "If you observe independently, you sometimes find out
that what the client says they need and what they really need
are two different things."

With clients themselves not always clear on what they're
looking for, firms both large and small are taking a more
muscular approach to the thorny problem of understanding
their needs. Immersive research, as it's coming to be known,
ranges far beyond traditional programming questionnaires
and focus groups, and includes visioning sessions, brand-andimage sessions, job shadowing, experience mapping (both for
employees and visitors) and other forms of data collection and
in-depth analysis. In addition to being significantly deeper
and more multifaceted, immersive research is helping firms
identify new specialties and discover additional ways design
can elevate everything from the workplace to the hospital
room. It's also bringing design firms into new territory,
expanding the scope of what they do and helping to redefine
a client's concept of what design firms can offer in an
increasingly competitive business landscape.
Heartwell says that the immersive process of "experience
mapping" has allowed them to discover new information
about how clients work.

20



Table of Contents for the Digital Edition of IIDA Perspective - Fall/Winter 2014

Contents
Contributors
From IIDA
Behind the Issue
Viewpoints
Pop Goes the Marketplace
Beyond Programming
Startup Design
RFP: Decoded
The Power of Narrative
Inspiration
Colophon
Design Buzz
IIDA Perspective - Fall/Winter 2014 - Cover1
IIDA Perspective - Fall/Winter 2014 - Cover2
IIDA Perspective - Fall/Winter 2014 - 1
IIDA Perspective - Fall/Winter 2014 - 2
IIDA Perspective - Fall/Winter 2014 - Contents
IIDA Perspective - Fall/Winter 2014 - 4
IIDA Perspective - Fall/Winter 2014 - Contributors
IIDA Perspective - Fall/Winter 2014 - From IIDA
IIDA Perspective - Fall/Winter 2014 - 7
IIDA Perspective - Fall/Winter 2014 - Behind the Issue
IIDA Perspective - Fall/Winter 2014 - Viewpoints
IIDA Perspective - Fall/Winter 2014 - Pop Goes the Marketplace
IIDA Perspective - Fall/Winter 2014 - 11
IIDA Perspective - Fall/Winter 2014 - 12
IIDA Perspective - Fall/Winter 2014 - 13
IIDA Perspective - Fall/Winter 2014 - 14
IIDA Perspective - Fall/Winter 2014 - 15
IIDA Perspective - Fall/Winter 2014 - 16
IIDA Perspective - Fall/Winter 2014 - 17
IIDA Perspective - Fall/Winter 2014 - Beyond Programming
IIDA Perspective - Fall/Winter 2014 - 19
IIDA Perspective - Fall/Winter 2014 - 20
IIDA Perspective - Fall/Winter 2014 - 21
IIDA Perspective - Fall/Winter 2014 - 22
IIDA Perspective - Fall/Winter 2014 - 23
IIDA Perspective - Fall/Winter 2014 - 24
IIDA Perspective - Fall/Winter 2014 - 25
IIDA Perspective - Fall/Winter 2014 - 26
IIDA Perspective - Fall/Winter 2014 - 27
IIDA Perspective - Fall/Winter 2014 - Startup Design
IIDA Perspective - Fall/Winter 2014 - 29
IIDA Perspective - Fall/Winter 2014 - 30
IIDA Perspective - Fall/Winter 2014 - 31
IIDA Perspective - Fall/Winter 2014 - 32
IIDA Perspective - Fall/Winter 2014 - 33
IIDA Perspective - Fall/Winter 2014 - 34
IIDA Perspective - Fall/Winter 2014 - 35
IIDA Perspective - Fall/Winter 2014 - 36
IIDA Perspective - Fall/Winter 2014 - 37
IIDA Perspective - Fall/Winter 2014 - RFP: Decoded
IIDA Perspective - Fall/Winter 2014 - 39
IIDA Perspective - Fall/Winter 2014 - 40
IIDA Perspective - Fall/Winter 2014 - 41
IIDA Perspective - Fall/Winter 2014 - 42
IIDA Perspective - Fall/Winter 2014 - 43
IIDA Perspective - Fall/Winter 2014 - The Power of Narrative
IIDA Perspective - Fall/Winter 2014 - 45
IIDA Perspective - Fall/Winter 2014 - 46
IIDA Perspective - Fall/Winter 2014 - 47
IIDA Perspective - Fall/Winter 2014 - 48
IIDA Perspective - Fall/Winter 2014 - 49
IIDA Perspective - Fall/Winter 2014 - 50
IIDA Perspective - Fall/Winter 2014 - 51
IIDA Perspective - Fall/Winter 2014 - Inspiration
IIDA Perspective - Fall/Winter 2014 - Colophon
IIDA Perspective - Fall/Winter 2014 - 54
IIDA Perspective - Fall/Winter 2014 - 55
IIDA Perspective - Fall/Winter 2014 - Design Buzz
IIDA Perspective - Fall/Winter 2014 - Cover3
IIDA Perspective - Fall/Winter 2014 - Cover4
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