Designing Design Research 2
James is principal of SP Forecasting, a unit of product designers
Seymour-Powell. Its clients include Aqualisa, BMW, Casio, Cathay Pacific,
Minolta, Nokia and Yamaha.
In the 1980s, while editing Design, James gained an international
a public speaker. He consolidated this at Fitch plc, then the world's largest
firm of designers.
In the early and mid 1990s, James led consulting in IT at the Henley
Forecasting, where his clients included AT&T, BT, Bull, Compaq, IBM,
and US West. He went on to manage worldwide market intelligence for Philips
consumer electronics in the Netherlands.
James has worked for London, Birmingham, Glasgow and Manchester in urban
strategy, and for Ahrend NV, BAA plc, Forte Group and Milliken in facilities
A physicist, and editor/co-author of several books, Woudhuysen has
Applied Ergonomics, the Economist, the Institute of Mechanical Engineers
Journal, Long Range Planning, Management Today and Marketing.
Key Points - Market/ User Research and Design Practice.
"I think design research has
to be significantly visual for anything to qualify for it since 50% of the
term says design.....outcomes such as exhibits should to have that 'delight
factor', otherwise we may as well be in accountancy or whatever."
Better design must in part mean better design briefs.
These can in part be supported by research into and forecasting the
- 'Big Picture' issues.
Around particular NPD projects, this research agenda needs
pre- and post-launch research, which should include the following
- Concept Acceptance and Specification
- Optimising the Product and the Communications
- Consumer Buying
- Consumer Usage and Profiles
- Market Performance
This 'design research as broad Market Intelligence' is a critical
element in the assembly of better design briefs and thus -- we hope ! --
Research as a means|
to better NPD
must have a
general social and commercial research agenda, independent
of particular NPD projects.
Separate from - through connected to - this agenda, more focused
early pre-launch research is vital....
...but so is post launch research.
Needs and wants
Motivations and values
Cultures and subcultures
Lifestyles and preferred brands
use of time and space
Modes of behaviour
Brand and product ownership
Brand and product usage
Disposable income and
Debts and savings
population and households
Distribution by age, gender,
ethnic compostion, education,
Concentration, M&A and retail brands
Climate for prices
Specialists and generalists
In-town and out-of-town
Direct marketing and electronic commerce.
R & D
Product and brand strategy
The Big Picture(1)
Risk consiousness (general)
Perceptions of change
Perceived limits to growth - the real ones
Rogue states; demography;IT
Risk consiousness (individual)
Privacy, safety and security
Crime and immortality
The Big Picture(2)
|Research before product launch
Optimising the Product
Optimising the Communications
|Research after product launch
Consumer Profiles and Usage
|Forecasts of market volumes and values
Algebra, more than arithmetic.
|Internal barriers to innovation
Internal competition vs strategic planning
Technology push vs demand pull
Marketing vs sales
Limited ability to:
-master future trends,
-to create trends in a sustained manner,
-promote young people from different cultures
The latest on leaders.
Please use the following to cite material from Design Design Research 2.
Author(s), "Title of Paper", in Designing Design Research 2:The Design
Research Publication, Cyberbridge-4D Design
/drs2.html, Editor- Alec
Robertson, De Montfort University, Leicester. 26 February 1998.
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