As a self-proclaimed research nerd, I really love the empathize phase of design thinking. Learning about other people’s perspective using immersive and creative techniques = research heaven. Alas, one challenge is that many of the methods are time intensive. So it goes with thoughtfully gathering deep, qualitative data!

But not all of the methods for design research require such bandwidth. Take the Graffiti Wall, a fun, delightfully simple method. I like it to use to supplement data I’m gathering through deeper methods like interviews or observation.

What is a graffiti wall?

A graffiti wall is a temporary canvas where people can write and sketch responses to a specific prompt or question as they pass through a shared location.   

This method can elicit some interesting responses you might not get otherwise, including drawings or diagrams. In addition, people often participate anonymously, which allows people to be honest without fear of judgment.

A graffiti wall in action:

Here, YAY was researching audience needs around professional development for the innovation-focused nonprofit, Centric indiana.

Another good example is the TED talk famous Before I die… walls by Candy Chang. While usually the graffiti walls I do for research are more temporary, this is an excellent semi-permanent version.

How-to conduct the graffiti wall research method:

1. Determine one very clear prompt or question you want to ask.
   
2. Choose your canvas. I typically use a large sheet of shipping paper cut to about 4 feet long. You could also use a whiteboard, flip chart paper, or poster board. Don’t forget painter’s tape for hanging
3. Write your question or prompt on the canvas.
4. Scout for locations where:
       a) your audience frequents and will feel comfortable lingering to participate
       b) you can get permission to hang your graffiti wall.
5. Hang your graffiti wall in your chosen location. Be sure it is at a comfortable height for writing.
6. Provide supplies for participation. I like to use a variety of colored markers. In some settings you can use a reception desk or existing furniture, while in others you will need to provide a small stand or side table for your writing instruments, or you may be able to attach a bin or markers on strings directly to your graffiti wall.
7. If you are looking for variety and creativity in responses, include additional instructions, such as: draw a picture or diagram, share as much detail as possible, etc.
8. Check back on your graffiti wall. You may want to take pictures to capture the canvas daily or at phases of completion. You can also determine if you’re getting the kind of responses you need. If not, perhaps you can add additional instructions or clarify your prompt.
9. Collect your wall. These are meant to be temporary. You might hang it for a a day or up to a month, depending on the patterns and volume of traffic of the location.
10. Bonus step: I like to leave behind a thank you! The same people may be passing through again. I don’t know who they are, so I can’t give a personal thank you as I would for an interview or other method. But a simple sign hanging in the location can be a nice touch.

Graffiti wall variations:

This method inspired me to make “analog polls.” They’re visual, easy to jump in and participate, and make sharing the results simple. What’s not to love? You can try a sticky note poll for open-ended questions. Or, you can use stickers (or ask people to “dot” with a marker) to gather ratings on a spectrum, like so:

In this case, we were trying to understand how people actually felt about a brand compared to the characteristics the organization hoped people felt. I’ve used the spectrum framework for all kinds of sentiment analysis, sometimes with a numeric scale instead of words.

I’ve also realized these are useful beyond the research phase of design thinking. I use graffiti walls for ideation just as often.

When to use graffiti walls:

Graffiti walls are a great method to try if you have existing events that bring your audience together. For example, I once used this method at homecoming events for a university who wanted to gather research about alumni perspectives.

It’s also helpful in places that might be difficult to observe or directly interact with people, like in health care settings. The example featured in the book where I first learned about this method, Universal Methods of Design, is about getting feedback on a public restroom by hanging the graffiti wall outside bathroom stalls. 

It can also be helpful when you want to stretch your research budget. Because it’s so simple and cost effective, you can reach additional people without breaking the bank.

Graffiti wall challenges:

There are some challenges with this method. As a stand alone method, it would give you a pretty limited picture. You may not always know who participated. You can’t ask follow up questions as you might in an interview. In a worst case scenario, people could vandalize or remove your graffiti wall. All of these reasons are why I use them as a supplement rather than as a sole research method.

At their best, graffiti walls add a fun, creative element to your research, give participants an opportunity to be visual, and capture feelings and perspectives that might otherwise be missed.

If you try this method, I’d love to hear about your experience!