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Design as a Company’s Strategic Resource: A Study of the Design Impacts

This research project aims to develop a generic evaluation framework for strategic impacts of design in corporate business. It also aims to capture the perspective of Portuguese manufacturing companies on design, its sustainable use, and strategic impacts through an online survey.

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Design as a Company’s Strategic Resource: A Study of the Design Impacts

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  1. FLUX: Design Education in a Changing WorldDEFSA International Design Education Conference 2007Cape Peninsula University of Technology, 3-5 October 2007 An online survey’s design to capture Portuguese companies’ perspective of Design Luís Romão1ІRita Almendra1ІEduardo Afonso Dias1І José Monteiro Barata2І Pedro Nevado2 ІPaulo Urbano3І José Rui Marcelino1Joana Dias1ІFrancisco Ferreira Gomes1 1. Faculty of Architecture, TU Lisbon І 2. School of Economics and Management, TU Lisbon 3. Faculty of Sciences, University of Lisbon І Portuguese Design Centre (CPD) І Portuguese Designers Association (APD)

  2. Contents I. Goals II. Research project – De.:SID III. The Survey 1. issues adressed 2. target audience 3. sample selection IV. The Online pilot Survey 1. choice fundamentation 2. visible structure 3. hidden structure 4. process V. Results:analysis of the online pilot survey VI. Conclusion

  3. I. Goals • De.:SID research project Goals • To Develop a generic evaluation framework for strategic impacts of design in corporate business; • To develop a computational application to serve the strategic and sustainable use of design in industry; • To integrate a European network to expand strategic design knowledge. • 2. Survey Goals • To capture the Portuguese Manufacturing Companies’ perspective of design, its sustainable use and strategic impacts. • Online Survey Goals • To test both the method and the survey’s contents

  4. II. De.:SID research project . Title: Design as a company’s strategic resource: a study of the design impacts . Duration: 3 Sept 2007 / 3 Sept 2010 . Funds: Science and Technology Foundation . Budget: 182.981,00 € . Host Institution: FA.TU Lisbon . Coordination: Prof. Luís Romão (FA TU Lisbon) . Partners: CPD (Portuguese Design Centre) and APD (Portuguese Designers Association) . Consultants: Eija Nieminem (Designium – Helsinqui) Robin Roy (DIG – Cambridge) José Pinto Duarte (FA TU Lisbon) .Expected output indicators: 2 Phd Thesis; 1 Model; 1 Computer Aplication; 1 Prototype; 1 Patent; 8 papers; 8 communications; 1 Book.

  5. III. Survey 1. Issues Adressed (activity during the period 2003 to 2006) . Company’s characterization. . Design’s company’s definitions and assumptions .Definition of Design Drivers .Definition of Design Enablers .Results of Design

  6. III. Survey 2. Target Audience .Portuguese Manufacturing Companies . 14.4% of the total of Portuguese companies, i.e. 43,490 companies (IAPMEI: 2007) . 99% of the companies are small and medium ones (in industry as a whole the number is 96% ) . Companies are mainly concentrated in 3 geographical areas (89%)- North, Center and Lisbon region . Sectors: Textile and Leader; Clothing; Wood, Cork and Furniture; Rubber and Plastics; Non metallic minerals; Metallurgy and metallic products; Machines and electrical and non-electrical equipment; Transportation equipment; Transforming industry and others.

  7. III. Survey 3. Sample Selection . All sectors included in the target audience . All the NUTS II areas must be surveyed . Companies will be divided according to its dimension (Large > 250, medium 50 ≤249, small 10 ≤ 49 and micro -10) . Filter – export/non export and weight in sales volume .Dimension - JOANA

  8. IV. Online Pilot Survey 1. Choice fundamentation . Major speed, less cost, and high flexibility. . Time to processing collected data is reduced. . Use of complex question skipping logic, randomizations and other features. . sensitive topics- better to answer to a computer instead of to a person or on paper. . The possibility to combine survey answers with pre-existing information about the companies. . The method is low demanding in terms of subject’s availability schedule. . The system can incorporate answer quality control mechanisms in real time basis that is usually achieved by protocol methods.

  9. IV. Online Pilot Survey 2. Visible structure http:/arqpapel.fa.utl.pt/survey/ Username: de..sid@fa.utl.pt ; Password: flux2007 .Characterization of the Company .Definition of Design, Design’s role assumptions and Design use in general . Definition of Design drivers .Identification of Design enablers . Identification of Design results and its measurement

  10. IV. Online Pilot Survey 3. Hidden structure . Adopt a mix of Top-Down and Bottom-Up strategic approaches . Anticipating survey’s fulfillment problems will reduce bias upon results; . Answers can be based upon “ideal” or aspired facts and/or situations . Creation of a critical memory structure to record inconsistent data.

  11. anticipation mechanism scheme

  12. IV. Online Pilot Survey • 4. Process • . Sample selection (taking into account the sampling criteria defined for the survey) • . Construction of the online pilot survey • 5 sections + entrance page (username; password) + introduction page + submisssion page (including suggestions space) + help page • “silent survey” • study of the online survey’s layout • email automatic system • monitoring of respondents • transfer of data to SPSS; analysis

  13. V. Results: analysis of the online pilot survey . No data from one sector: the non metallic minerals. . Rate of response was 18.6% .5% of uncompleted surveys and several unanswered questions. . Problems arise due to the electronic nature of the pilot survey . In terms of contents: . associations with design attributes related with image prevail. . Associations with research, sustainability are weakest; . ‘Innovation’ is the second association; . ‘Research’ is at the end of the ranking . Near 55% understand the place of design in business planning . Design investment is less than 10% in the majority of firms; . Near 50% of the companies have used design for more than 10 years

  14. VI. Conclusions . Need of a campaign of dissemination of the research project near the sector associations; . Need to use an anticipation mechanism confirmed . Need to develop “constructs” that will harmonize the used concepts. . Special attention must be given to incomplete surveys and unanswered questions. . Open questions, left blank by the majority; when not, data given were relevant for the research purposes.

  15. VI. Conclusions • Issues to be researched more deeply: • relationship between design, innovation and research; • the role of the research institutes and technological centers located near some sector clusters; • distance B2B companies apparently have with consumers and how is this relationship explored by B2C companies ; • sources support market analysis: sales force and international fairs are the most important and consumers and market research the less ones;

  16. Acknowledgements . Science and Technology Foundation (FCT) that funded this research project under the reference PTDC/AUR/70607/2006 . The representatives of our partners, José Vicente and Paulo Santos (APD) and Beatriz Vidal e Isabel Cotrim (CPD) . David Rodrigues that has programmed the online pilot survey and ensured the resolution of technical problems that arise during the online period of it.

  17. Contacts Email: de..sid@fa.utl.pt Phone: + 351 21 3615081 http:// www. de..sid Adress: De.:SID - FAUTL Edifício 6, sala 6.2.1, Rua Sá Nogueira, Polo Universitário, Alto da Ajuda, 1349-055 Lisboa Portugal

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