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Measuring Design Led Innovation - Cranfield University + Wilson Cooke
Wilson and Cooke are to work with Cranfield University to support them in undertaking a national study to determine why and how businesses that use design led innovation measure it's value to business success.
Innovation as a core strategic focus for the majority of companies plays a crucial role in achieving business success and economic contribution. Since creative industries represent a large and fast-growing part of economy, design as an integrative, interdisciplinary process not only add value to business but also play a lead role in creating value. To understand the
value and contribution of design in innovation and how to implement design-led innovation successfully within companies has become significantly important.
One of the key debates in innovation management (NESTA 2007/08) concerns how do organisations measure the value of design-led innovation to their business success? Professor Simon Bolton, C4D, Cranfield University is to undertake an extensive study with creative agency Wilson Cooke to identify generic techniques currently used for measuring innovation (especially design led innovation) in both business and creative industries sectors. The current practice issues, gaps and critical factors of measuring innovation will be identified and mapped, specifically those in design-led innovation.
This project will focus on undertaking a pilot study of between 100 - 150 companies using communication design activities (brand, print and e-commerce) to determine why and how they use design-led innovation and more importantly how they measure its value to business success. This project is going to investigate 'Measure Innovation' across both business & creative industries sectors in order to develop and prototype a series of tools for businesses to use as a measure to evaluate and diagnose their design-led innovation.
The project will deliver a study of design-led innovation and a set of innovation metrics and measures. It will provides businesses with better understanding and consideration on the value and importance of the design-led innovation for achieving business success, and more importantly how to measure it. It will also deliver a self-diagnostic tool for businesses to use for measuring design-led innovation, in order to empower them to monitor and manage design-led innovation efficiently and effectively after applying into businesses.
Wilson Cooke consider this an important study, Creative Director Lee Whittingham says "the value of design-led innovation is crucial to the success of businesses today and often plays a key role in differentiation, we are very excited about undertaking this research with Professor Bolton at Cranfield University to help businesses gain a better understanding of the
value and importance in this area and more importantly help businesses succeed and excel"
