Dharam Mentor

1. Good Design-Thinking is Good Business | Dharam Mentor
Researchers use visual research methods
to create knowledge, becoming frequently
recognized as advantageous in innovation, brand
creation, and brand communication.
Visual methodologies are a collection of methods
used to understand and interpret images. These
methods have been used for a long time in
anthropology; yet, they are a comparatively new way
to research most disciplines, especially the brand
communication field.

2. Good Design-Thinking is Good Business | Dharam Mentor
SIMC + Design Horse
PROJECT PARTNERSHIP
S E S S I O N
Introductory
S E S S I O N
1

3. Good Design-Thinking is Good Business | Dharam Mentor
SIMC + Design Horse
PROJECT PARTNERSHIP
This project partnership aims to get familiar with ‘Visual
Research’ tools, practice them with industry experts, and
produce the outcome.
Research is an essential component of the innovation and
creative field to generate new ideas and solutions. Hence
gaining mastery over ‘Visual Research’ surely helps you
achieve more remarkable results while coming up with
communication ideas and brand solutions.

4. Good Design-Thinking is Good Business | Dharam Mentor
Design Horse is more than happy to share knowledge on
the ‘Visual Research’ tool. It has extensively employed
the ‘Visual Research tool on our various projects and has
seen promising results. We would be eager to share our
experiential knowledge of the tool and how this tool helps
organize and analyze the data and even helps to produce
brand communication solutions.
Rekha Shah and Dharam Mentor are two industry experts
from Design Horse who will be engaging with this program
and imparting their experiential knowledge.
https://www.designhorse.in/people/dharam-mentor
https://www.designhorse.in/people/rekha-shah

5. Good Design-Thinking is Good Business | Dharam Mentor
Research is to see
what everybody else has seen,
and think what nobody has
thought.
Albert Szent-Gyorgyi,
Nobel Prize winner

6. Good Design-Thinking is Good Business | Dharam Mentor
Visual Research
tools
Visual Research methodologies are applied to
understand and decipher images and include
photography, video, drawing, film, collage, sculpture,
artwork, graffiti, advertising, painting, and cartoons.
Visual research methodology is a new and
innovative approach to qualitative research
originated from traditional ethnography methods
used in anthropology.
Recently, there has been an interest in using visual
methods in qualitative research. They add value to
research by bringing another dimension, capturing
rich, multidimensional data, and adding valuable
insights into participants’ everyday worlds.

7. Good Design-Thinking is Good Business | Dharam Mentor
Researchers use visual research methods
to create knowledge, becoming frequently
recognized as advantageous in innovation, brand
creation, and brand communication.
Visual methodologies are a collection of methods
used to understand and interpret images. These
methods have been used for a long time in
anthropology; yet, they are a comparatively new way
to research most disciplines, especially the brand
communication field.

8. Good Design-Thinking is Good Business | Dharam Mentor
L. A. T. C. H.
tools
L. A. T. C. H. tool means of organizing information.
It can be organized by location, alphabet, time,
category, or hierarchy. They are the framework upon
which reports, books, conversations, exhibitions,
directories, conventions, and even brand/advertising
communication are arranged.
L – Location; organizing information based on place
or space.
A – Alphabetical; a good way of organizing
information in Alphabetical order
T – Time; as in timelines, life span, based
information organization
L.A.T.C.H. was a term created by
Richard Saul Wurman.

9. Good Design-Thinking is Good Business | Dharam Mentor
C – Category; organizing information based on
category
H – Hierarchy; organizing information based on
primary, secondary, and tertiary hierarchy
We already apply these modes almost
subconsciously in many ways. Most of us create our
financial rezcords first by time, then by category
when we figure our IT return. But it is only the
conscious awareness of these methods that will add
value and help you see new insights.
Understanding the structure and organization of
data allows you to extract value from it.

10. Good Design-Thinking is Good Business | Dharam Mentor
Introduction
Visual Research:
Submit assignment
before 10:30 pm
coming Wednesday
Friday 2, April
3:00pm to 4:00
01

11. Good Design-Thinking is Good Business | Dharam Mentor
The journey
from date to knowledge,
knowledge to solutions,
learning session

12. Good Design-Thinking is Good Business | Dharam Mentor
Data

13. Good Design-Thinking is Good Business | Dharam Mentor
Data Knowledge

14. Good Design-Thinking is Good Business | Dharam Mentor
Data Knowledge Solutions

15. Good Design-Thinking is Good Business | Dharam Mentor
Data
Collection Tools/
Methodologies
Data
Analysis &
Synthesis Tools
Solutions
Ideating Tools/
Methodologies
STAGE 1:
Gather Information
STAGE 2:
Arrive at insight
Brand/product/
category insights
Point of Difference
Brand Core
Brand Idea
Brand Manifesto
Brand Philosophy
STAGE 3:
Create solutions
Brand Identity
Brand Language
Brand product
packaging
Product design for
Brand
Retail Branding
Service Branding
Product Branding
Brand
communica tion
design
Data Knowledge Solutions

16. Good Design-Thinking is Good Business | Dharam Mentor
Data
Collection Tools/
Methodologies
Data
Analysis &
Synthesis Tools
Solutions
Ideating Tools/
Methodologies
STAGE 1:
Gather Information
STAGE 2:
Arrive at insight
STAGE 3:
Create solutions
Data Knowledge Solutions
Secondary research/
Secondary Sources
FACTUAL
Museums / Archives
Newspapers / magazines /
articles
Published interviews
Films / TV broadcasts
Theatre / Radio
Transcripts / Scripts
Books / Journals / Music
Published surveys
Statistics
Lectures / debates
Conferences
Internet
VISUAL
Exhibitions
Photos from magazines, net
newspapers, journals, books,
leaflets, the internet etc
Work by designers/artists
Printed maps/ephemera
Found photography
Found or bought postcards /
drawings/tickets
catalogues
Pamphlets / publications
Image stills from films / TV
Architecture
Primary research/
Primary Sources
FACTUAL
Previous Knowledge / opinion
/ memory
Observation
Conversation
Trends / competition
Role-play
Interviews
Surveys / Questionnaire
Focus Group
Seminar Group
Diaries / commissioned video
Ethnography / Immersive
hanging out
VISUAL
Drawing
Photographing
Analogous artifacts
Media experimentation / digital
/ 2D / 3D
Rubbings/casts
Typographic Play
Compositional experimentation
Image manipulation
Photocopying
Video / Sound recording
Writing
Collage
SIMC + Design Horse project partnership aims to
get familiar with these visual research tools, practice
them on a project, and produce the outcome.

17. Good Design-Thinking is Good Business | Dharam Mentor
Typology / LATCH
5 Whys
SWOT
Denotation & Connotation
Semiotic
Rhetoric
Tone & personality
Scoping Exercises
Insights / POD
Brand Dimension
Positioning
Empathy mapping
Living Brand - Idea
Mindmap word+visual
Metaphor
Lateral thinking methods
Design thinking tools
Iteration
Manifesto
Visual
language+expression
Visual hierarchy
Personification character
Dominance+emphasis
Expression
Data
Collection Tools/
Methodologies
Solutions
Ideating Tools/
Methodologies
STAGE 1:
Gather Information
STAGE 2:
Arrive at insight
Brand/product/
category insights
Point of Difference
Brand Core
Brand Idea
Brand Manifesto
Brand Philosophy
STAGE 3:
Create solutions
Brand Identity
Brand Language
Brand product
packaging
Product design for
Brand
Retail Branding
Service Branding
Product Branding
Brand
communication
design
Data
Analysis &
Synthesis Tools
Data Knowledge Solutions
Secondary research/
Secondary Sources
FACTUAL
Museums / Archives
Newspapers / magazines /
articles
Published interviews
Films / TV broadcasts
Theatre / Radio
Transcripts / Scripts
Books / Journals / Music
Published surveys
Statistics
Lectures / debates
Conferences
Internet
VISUAL
Exhibitions
Photos from magazines,
newspapers, journals, books,
leaflets, the internet etc
Work by designers/artists
Printed maps/ephemera
Found photography
Found or bought postcards /
drawings/tickets
catalogues
Pamphlets / publications
Image stills from films / TV
Architecture
Primary research/
Primary Sources
FACTUAL
Previous Knowledge / opinion
/ memory
Observation
Conversation
Trends / competition
Role-play
Interviews
Surveys / Questionnaire
Focus Group
Seminar Group
Diaries / commissioned video
Ethnography / Immersive
hanging out
VISUAL
Drawing
Photographing
Analogous artifacts
Media experimentation / digital
/ 2D / 3D
Rubbings/casts
Typographic Play
Compositional experimentation
Image manipulation
Photocopying
Video / Sound recording
Writing
Collage

18. Good Design-Thinking is Good Business | Dharam Mentor
Data
Collection Tools/
Methodologies
STAGE 1:
Gather Information
STAGE 2:
Arrive at insight
STAGE 3:
Create solutions
Solutions
Ideating Tools/
Methodologies
Data
Analysis &
Synthesis Tools
Data Knowledge Solutions
Secondary research/
Secondary Sources
FACTUAL
Museums / Archives
Newspapers / magazines /
articles
Published interviews
Films / TV broadcasts
Theatre / Radio
Transcripts / Scripts
Books / Journals / Music
Published surveys
Statistics
Lectures / debates
Conferences
Internet
VISUAL
Exhibitions
Photos from magazines, net
newspapers, journals, books,
leaflets, the internet etc
Work by designers/artists
Printed maps/ephemera
Found photography
Found or bought postcards /
drawings/tickets
catalogues
Pamphlets / publications
Image stills from films / TV
Architecture
Primary research/
Primary Sources
FACTUAL
Previous Knowledge / opinion
/ memory
Observation
Conversation
Trends / competition
Role-play
Interviews
Surveys / Questionnaire
Focus Group
Seminar Group
Diaries / commissioned video
Ethnography / Immersive
hanging out
VISUAL
Drawing
Photographing
Analogous artifacts
Media experimentation / digital
/ 2D / 3D
Rubbings/casts
Typographic Play
Compositional experimentation
Image manipulation
Photocopying
Video / Sound recording
Writing
Collage

19. Good Design-Thinking is Good Business | Dharam Mentor

20. Good Design-Thinking is Good Business | Dharam Mentor

21. Good Design-Thinking is Good Business | Dharam Mentor

22. Good Design-Thinking is Good Business | Dharam Mentor

23. Good Design-Thinking is Good Business | Dharam Mentor

24. Good Design-Thinking is Good Business | Dharam Mentor

25. Good Design-Thinking is Good Business | Dharam Mentor

26. Good Design-Thinking is Good Business | Dharam Mentor

27. Good Design-Thinking is Good Business | Dharam Mentor

28. Good Design-Thinking is Good Business | Dharam Mentor

29. Good Design-Thinking is Good Business | Dharam Mentor

30. Good Design-Thinking is Good Business | Dharam Mentor

31. Good Design-Thinking is Good Business | Dharam Mentor
Thank
you