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Jørgen Rosted´s (director of FORA) ppt slides from the service design symposium 2008 hosted by CIID more: www.ciid.dk/symposiumwww.ciid.dk
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CIID 6/3 2008
Jørgen Rosted, Director of FORA, The Danish Enterprise and Construction Authority’s Division for Research and Analysis
Copyright 2006 © FORA, Langelinie Allé 17, 2100 Kbh Ø - www.foranet.dk
Innovation
> Companies today ask WHAT instead of HOW or WHAT before HOW.
> Companies ask for new concepts.
Copyright 2006 © FORA, Langelinie Allé 17, 2100 Kbh Ø - www.foranet.dk
Concepts
> A new concept is a solution to a problem that has
not yet been solved or which so far has been solved in an unsatisfactory way.
> A new concept is a platform for (a series of) new products and services.
Copyright 2006 © FORA, Langelinie Allé 17, 2100 Kbh Ø - www.foranet.dk
Who can company calls to answer the HOW questions?
> External partners Internal
> Management consultants> Design companies> Advertising agencies> Consulting engineers R&D department
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The study
> However, none of these companies are single-handedly able to answer the question WHAT. Hence, we are witnessing industry break-up and gliding.
> The ambition of the study was to learn more about this dynamic and fascinating development – with a particular focus on possibilities and consequences for the design industry.
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Concept design companies
> Definition> The task of answering the question WHAT is
termed ‘concept design’ and the companies working with concept design are termed ‘concept design companies’.
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Inspired by Richard Grefe
A model for concept design
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Inspired by Richard Grefe
A model for concept design
Copyright 2006 © FORA, Langelinie Allé 17, 2100 Kbh Ø - www.foranet.dk
Inspired by Richard Grefe
Where concept design happens
Copyright 2006 © FORA, Langelinie Allé 17, 2100 Kbh Ø - www.foranet.dk
Inspired by Richard Grefe
Where concept design happens
Copyright 2006 © FORA, Langelinie Allé 17, 2100 Kbh Ø - www.foranet.dk
Criteria for including consultancies in the sampling
> Advise on innovation
> Methods and competences> Methods and tools from social science and humanities> Methods and tools from economy and business economy> Competences in collecting data regarding user behavior (today and in five
years) > Competences in interpreting user data (today and in five years)> Competences in utilizing knowledge about users (today and in five years)
> Client level > Collaborates with consumer insights departments> Collaborates with strategy or innovation departments
> Network> Network with companies from other industries
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The mapping method
> Through interviews with international experts, the study of websites, and the snowball technique, this study has attempted to map the world’s concept design companies.
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Number of concept design companies found in each concept design hub
>
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The score model
Criteria Minimum points to be Maximum points to be Criteria Criteria No. Description weighting categorised as concept categorised as concept
design company design company1 Competences in collecting data High 4 5
regarding user behaviour 2 Competences in interpreting High 4 5
user data3 Competences in utilising High 4 5
knowledge about users
Competences and methods 4 Competences in collecting data Medium 3 5
regarding user behaviour
5 Competences in interpreting Medium 3 5 user data
6 Competences in utilising Medium 3 5knowledge about users
7 From the social sciences High 4 5 and the humanities
8 From economy and business economy High 4 5
Client level 9 Consumer insight Medium 3 5
10 Strategy or innovation department Medium 3 5
Network 11 Companies from other industries Medium 3 5
Total 38 55
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The score model result – ranking the located concept design companies by point score
Top 10 Score
50
49
49
49
48
47
46
46
45
45
New York
New York
New York
Munich
London
New York
Denmark
Denmark
San Francisco
Denmark
Reg
ion
Note: The Top-10 list should be treated with some reservation asrelatively few companies responded to the questionnaire in theinternational section of the survey.
Among the companies that did not respond, but which wereconsidered of particular interest to the study, interviews wereconducted that made it possible to assess the companies’ abilitiesto work with concept design.
On that basis it was considered that 7 concept design companiesthat did not respond to the questionnaire would have scored atthe same level as those in the Top-10. Of these companies, 2 arelocated in New York, 2 in San Francisco, 1 in Boston, 1 in Portland, OR and 1 in the Netherlands.
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Result of the Danish part of the study –How the Danish concept design companies has registered themselves (industry code):
Number of concept design companies
3
2
2
1
1
1
Design
Advertising
Architecture
Business and managementconsultancy
Technical consultancy
Software consultancy
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International findings
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Finding one
>The 3 archetypes of concept design companies
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1. The holistic concept design company
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2. The design expert concept design company
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3. The strategic concept design company
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Finding two
> How concept design companies get the right competencies within design – business – social science
> A) By having an interdisciplinary staff> B) By collaborating with others > C) By making sure that the employees do have all
three competencies
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Finding three
> Future challenge and opportunity
> Exciting and growing market for strategic concept design
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Finding three
”Today, I would estimate that there are about 50-100 companies like us in the world. In ten years` time I believe there will be about 200 companies in the world working this way.” Dinesh Goburdhun, Gravity Tank
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Finding three
”I think that if design firms aren’t prepare to learn more about strategy and growth, they are going to lose the field to strategy consultancy campanies. Then the strategy consulting firms will just bay design firms, strip out the best from them and integrate it into their offering – and design firms will have lost their place in the sun.” Roger Martin, Dean, Rotman School of Management, Toronto
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Finding three
> Outsourcing of traditional design to India and China
> Further specialization of traditional design
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Finding four
> In house departments become consultants
> Leading in house concept design departments such as Philips Design have started to work for other companies
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Policy implications of the concept design study
> In Denmark we have taking several political initiatives to improve the conditions for concept design and user driven innovation.
> There are deliberations about establishing a Global Network that can discuss how to get deeper into the findings.
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The Nordic innovation centre (NICe) financed a new project on User Driven-Innovation
> The purpose of the project is to map best practice within User Driven-Innovation in the Nordic Countries and benchmark Nordic Best Practice with best practice world wide.
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Temporary model to the NICe study
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Temporary model for the NICe study
• Overview of stages in the concept innovation process
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Temporary model for the NICe study
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Temporary model for the NICe study
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Temporary model for the NICe study
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Temporary model for the NICe study – Danfoss
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Temporary model for the NICe study – Intel
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>Thanks
> For more information go to www.foranet.dk> or contact us on [email protected]