LITERATURE REVIEW DEFINITION

Excerpt from: A Designer’s Research Manual by Jenn and Ken Visocky O’Grady (see library reference shelf)

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What is it? A literature review is a comprehensive investigation of all documents, publications, articles, and books regarding a specific area of study. This first step in the research process can also include a client’s corporate communications, as well as those of their competitors, in which case it is often referred to as a communications audit.

What can it do? A literature review is an important initial step, allowing the researcher to become familiar with historical references and parallel associations, as well as current market conditions. Literature reviews can also clarify research problems and be influential in the development of investigation strategies during later phases of the creative process.

How is it used? Use literature reviews to save time. A comprehensive literature review will ensure that the researcher does not redouble efforts undertaken during previous investigations of the same subject.

When is it used? Literature reviews are a formative tactic, used to orient the researcher to the current body of knowledge in that area. In client/designer relationships, a literature review can be undertaken to gain insight into corporate culture, competitor analysis, and market trends. It can even influence media buying practices.

Level of difficulty/complexity. Literature reviews are a relatively easy task compared to many of the other forms of investigation discussed in this chapter. Literature reviews require a strategy for finding and extracting relevant information; which can be aided by the help of a librarian. Librarians, whether at community or university institutions, are trained professionals who have extensive knowledge of and access to proprietary research tools. They can help guide a search and may also assist in locating source materials.