D e s i g n - e n g i n e . c o m 2 0 0 3 : . DMI review 2003

May 25th 2003 DMI - Design Management Institute

Operating as a lead research analyst for a global manufacturer and marketer of tools, hardware and specialty products; the importance of integrating design research into the new product development process was not what I would have considered foreign, yet walking away I felt I had a better grip on what our Team was doing well and what we could be doing better.

Darrel Rhea, a nationally recognized authority on strategic design research and a Principal of Cheskin, led this seminar and reinforced the consequences of a poorly executed study or worse, dismissing the need for research in the design process altogether. Rhea’s presentation guided a forum of corporate professionals and private analysts through product and brand development processes consistently used in today’s Fortune 500 Corporations. He incorporated real-world experiences to help conceptualize the impact design research has had in developing true innovative products; while explaining the differences between, and appropriate usage of, research executed during the design process.

Above all, the DMI conference offered an opportunity to meet and network with a broad range of professionals working in this industry. Listening to their personal observations presented more proof that the execution of design research is not only a critical element in the creation of a successful product or brand; but that “good” research is being executed at many different levels. At the end of the day, I felt Rhea’s presentation was somewhat biased in favor of Goliath firms demanding huge investments. It remains my opinion that small, dedicated teams can generate equally actionable insights in less time and with fewer resources; ultimately leading to growth through new product development.

Christopher Woolley christoper_weiland@sbpt.com
Product Research Manager
Stanley Works
Awarded Innovator of the Year, 2000, 2001, 2002.