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Design Research for Product and Service Innovation
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Course Outline
Design research for product and brand innovation
Definition and overview of the practice of design research
History and development of design research approaches
Major distinctions between design research and other types of
market research
How to incorporate research into brand development
for corporate identity and product identity
The critical research issues that guide strategic development
Appropriate methodologies
Integration of findings for marketing communications
Benchmarking brand effectiveness
Case studies
How to incorporate research
into product and service development and design
Identifying the right products to develop
Using research insights to develop design direction
Evaluating the effectiveness of product design research
Review of methodologies available
Process management issues
Case studies
Course Prework
Using Research to Foster and Predict Successful Innovation:
The Resolve Office System
By Dorothy Deasy, Senior Strategy Director, Cheskin; Peter Flannery,
Senior Statistician and Methodologist, Cheskin; and Darrel Rhea,
Principal, Cheskin
(Design Management Journal, Summer 2001, Vol. 12, No.
3)
Understand What Others Don’t
By Bonnie Johnson, Area Chair/Research, Interval Research, and
Davis Masten, Principal, Cheskin Research
(Design Management Journal, Fall 1998, Vol. 9, No. 4)
Turn Customer Input Into Innovation
by Anthony W. Ulwick, CEO, Strategyn
(Harvard Business Review, January 2002)
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