Abstract
This paper presents an exploratory and descriptive study on the use of the prospective research applied to the design management to generate innovation guided by the meaning. Innovation has been used as a key strategy for growth and maintenance of companies in the competitive market. However, in most cases, the development of innovation is either usually based on technological change, or on traditional market research. The first needs strong investment and time and the second relies only on the needs articulated by today's consumers, what limits the innovative results. In this context, as alternative approach, prospective research is considered a strong strategy, as it anticipates future consumer’s needs. Nevertheless, aiming at the designer’s work, there is a lack of information on how to manage it to foster meaning innovation by searching emerging opportunities using prospecting surveys. Therefore, this work aimed at the proposal of requirements to improve management of design in companies, by the use of prospective research to foster innovation guided by meaning. First, the research was conduct by a bibliographical review, with systematic and unsystematic phases followed by their interpretation and analysis that resulted in a preset of guidelines. From them, a Delphi method was conducted with manager’s and designers’ experts, to reinforce our review them. Confronting the previous results, the work proposes a list of requirements for the strategic, tactic and operational levels of design management. They intend to improve the use of prospective research within design management to generate innovation guided by meaning.
Highlights
This study presents a set of guidelines for the inclusion of prospective research to support meaning-driven innovation in design management
4.3 Round 1 According to the metrics adopted in the analysis of the first round of questions, only one question (10A) was automatically rejected, as it did not reach 80% acceptance. These eleven issues from the first round were divided based on the three levels of design management
5.1 Design Management on the Strategic Level It is important to note that the guidelines from the strategic level were generally accepted; they were approved in their original wording
Summary
This study presents a set of guidelines for the inclusion of prospective research to support meaning-driven innovation in design management. Design management seeks to integrate design as a core competence within companies (KISTMANN, 2001) and as a way to enhance competitiveness through added value (MOZOTA, 2003). As other authors have argued, a necessary consequence of innovation is consumer acceptance of new products or services (HAMEL, 2012; TROTT, 2012). The social and symbolic values of products are highly relevant. Ideas such as these show that the concept of innovation can be much more comprehensive than new technologies and the functionalities arising from them
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