Frameworks & Concept Modeling

Visual Structures Simplify Complexity

You employ frameworks and concept models to share the abstract ideas, experiences, behaviors, and emotions found in qualitative data, aiding your research team in organizing and communicating those complex concepts.

Our emphasis on crafting these frameworks and concept models visually transforms intricate qualitative data into compelling narratives, fostering comprehension, and empathy while ensuring precise and impactful communication of your data’s insights.


Flower Framework Model

What do you do when you have multi-levels of sub-buckets, concepts, or ideas around a central concept?

That’s what we encountered with the project that created this the Flower Framework Model.

Our client - a Canadian pharmaceutical company - wanted to better understand the journey women suffering from polycystic ovarian syndrome go through to get care for their condition. While analyzing the data, we realized that this condition and the care women receive are not just physical - there were many other factors in their lives that impacted the journey to care as well. How were we researchers going to show the intertwined and tangled nature of this condition?

We could have simply listed out bullet points upon bullet points, but would that have really gotten the point across about how intertwined these factors were?

We didn’t think so either, so we developed the Flower Framework Model instead to communicate to our client that the condition and care received is more than just physical.

This versatile model and framework takes all those levels and sub-levels of buckets and bullet points and - literally - centers them around the main concept or idea to show how those buckets and sub-buckets contribute to that main idea.

Different Motivations, Same Goal

For this project - in partnership with the qualitative research team - we were tasked with creating an illustration to help drive a key point.

The client - a major athletic apparel brand - wanted to better understand customer motivations around a central athletic goal. Working with the research team, we found that while the main goal was the same, the motivations were very very different. Our research team asked us design something “beyond the bullet points” to help illustrate the unique motivations and drives individuals used to help them continue working toward their athletic goals.

How do you visually show the different motivational buckets impacting behavior in a specific direction?

In this case, we dove directly back into the data and examined it not from a behavioral pattern standpoint, but linguistically. Visual? No. Inspirational? Yes. We looked at the words respondents used to describe their ‘goals’. The term ‘target’ bubbled to the top. Archery is a sport right?

Sometimes, the best framework is simply looking at the language used on the surface in a qualitative study.

Central Idea, Many Impacts

Sometimes behavioral reactions to a central idea are seemingly all over the place.

Our research team’s client - a food manufacturing company - wanted to better understand how different life stages impact behaviors around eating and food purchasing habits. While in the field (and later confirmed in the analysis), we realized that our respondents all reacted differently to their specific life stage.

How could we showcase these various behavioral triggers from a central idea or concept?

We could have gone with a list or icons, but because all these behaviors emanated as reactions to a central concept (in this case - a specific life stage), we wanted to show that more direct relationship between the central concept and the different behaviors.

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