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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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