SOCIAL-SCIENCE-BASED INFORMATION NEEDS

Social scientists of various types—for instance, psychologists, sociologists,
anthropologists—study people and their physical environments. Their work
specifically augments or complements the information collected in the designproject-
based data-gathering process. It ensures that appropriate use is made
of that project-specific data. Design-project-based research might indicate
that hospital pharmacists need to concentrate as they work, and social science
research can then richly inform the designer creating that space for concentrative
work. Generally, social-science-based information is gathered through literature
reviews after diagnostic information (such as identification on national
culture or need to concentrate) is gathered using tools such as surveys and
observation.
The material in this section introduces the types of issues that designers
need to resolve to move forward with a successful project. Pleasure, which
is generally desirable in a space, can be derived in several ways, to start. In
addition, culture and personality have an important influence on experience
of place, which is discussed in a few pages. Researchers designing a space
to be used by members of their own national culture will naturally plan so
that the culture is supported through physical form. If they are designing a
space that will be used predominantly by another national culture, designers
need to learn about how members of the user culture relate to their physical environments. The same goes for personality. Including a member of the culture
on the design team is a good idea. Another example: Extensive research
has linked in-store smells to purchase behavior. The latest research in this
field should influence retail HVAC system design, for example.5
The following discussion of social-science-related information needs is
cursory but sufficient to indicate the kinds of information that you might need
for any project, the range of topics investigated by social scientists, and the
importance of reviewing social science research as you begin a project. Any
of the topics mentioned here need to be investigated more fully for particular
design projects. Since the material discussed here is shared to incite interest
and not as a complete exploration of any of the issues raised, references are
rare, to encourage review of the literature for each project. All the material
provided is drawn from research conducted by people other than the authors,
except as noted.