3 rd normal form
(or)
What's the database for?
What's going to be stored in it, for how long and why?
Who's going to be using this and how?
(or)
both
Both... you cannot design a database in correct 3rd normal form without knowing the rest "what's going to be stored in it".
The "how long" and "who's going to be using this and how" actually doesn't matter much. Whether it's for a GUI or Batch File processing doesn't matter because it should always be able to do both.
If you're talking a "data mart", then that's something different. Frequently, they are both pre-summarized and somewhat "de-normalized" for performance reasons.
--Jeff Moden
Change is inevitable... Change for the better is not.