Design Performance: Design ScoreBOARD

Lead Research Organisation: University of Cambridge
Department Name: Engineering

Abstract

Over the last 10 years, many manufacturing activities have slowly relocated overseas, in the main to lower cost economics. It has been a long term belief that the innovative and design activities will remain a core strength in the UK. However, there is growing evidence that many emerging economics are now focusing attention on design and inovation. Not content with being suppliers of cheap, low-skilled labour to the orld, many countries such as China, Korea, India, Singapore and Taiwan have been investing heavily in their science and technology base. And now these countries are too starting to realise that they also need to develop their design capabilities. China and Korea are putting huge amounts of effort into building indigenous design capability. And its not just the developing countries - many other countries - both emerging economies and long established industrialised nations are doing the same.

The UK must act fast at national level to put in place a strategy and objectives - and at the company level to stimulate the recognition of the importance of investment in design. Unfortunately, many companies do not recognise the importance of design for their business. A survey of British design businesses (Design Council 2005) suggested that only 52% of their clients valued design highly and in Scotland this figure was even lower, just 39%.

The importance of design performance in the 21st Century cannot be overstated. However, a key barrier to understanding the importance of design, the location of design activity and the role of design in the UK economy is reliable data on the design sector. There is a need for further work to effectively understand the value of design for both a firm and also a region or nation. The landmark studies carried out in the UK are now over 10 years old and perceptions of design have changed in that time. It is also clear that careful attention needs to be placed on the design of such a study to ensure that methodological concerns are carefully controlled.

This research proposal is one important 'lever' to enhanced design performances; the proposal is for a 'Design Scoreboard' that can be used to understand the relative position of a region of nation in its design capabilities, design utilisation and design orientation.
 
Description Influence discussion on the measurement of innovation at a European Level
Geographic Reach Asia 
Policy Influence Type Participation in advisory committee
Impact The measurement of design is not sufficiently represented as a factor of economic growth in EU measurement standards. My presentation and involvement sought to alter this perception.
 
Description 1ST ACTION PLAN OF THE EUROPEAN DESIGN INNOVATION INITIATIVE
Amount £22,000 (GBP)
Funding ID S12.61570 
Organisation European Commission 
Sector Public
Country European Union (EU)
Start 03/2012 
End 06/2014
 
Description Joint project with the UK Design Council: survey of design spend in UK firms. 
Organisation Design Council
Country United Kingdom 
Sector Charity/Non Profit 
PI Contribution We produced the underlying conceptual model underpinning a UK wide survey. We also supported the management of the survey through an external contractor. In addition, we compiled the report written as a result of the survey.
Collaborator Contribution The Design Council funded a portion of the survey, worth £10K. They managed the external survey contractor and played an important role in writing and disseminating the results. The final report is joint branded. The Design council provided graphic design input for the final report.
Impact The two main outputs are the projects core reports: Livesey T F, Moultrie J, (2009), Company spending on design : exploratory survey of UK firms 2008, Institute for Manufacturing, University of Cambridge, ISBN 987-1-902846-73-5 Moultrie J, Livesey T F, (2009), International design scoreboard: initial indicators of international design capabilities, Institute for Manufacturing, University of Cambridge, ISBN 987-1-902846-74-2 These reports have influenced a wide number of national design agencies and been important in the debate on national design policy.
Start Year 2008
 
Description Research collaborator 
Organisation University of Nottingham
Country United Kingdom 
Sector Academic/University 
PI Contribution As PI, I coordinated the whole research activity
Collaborator Contribution Nottingham University provided resource to undertake some of the case study work.
Impact All of the key project publications are joint authored.
Start Year 2008
 
Description Community Innovation Task Force meeting, Luxembourg 
Form Of Engagement Activity A formal working group, expert panel or dialogue
Part Of Official Scheme? No
Geographic Reach International
Primary Audience Policymakers/politicians
Results and Impact Invited presentation as an expert on measuring the value of design.

Influenced the potential direction of future EU wide surveys on innovation.
Year(s) Of Engagement Activity 2009
 
Description International Symposium on the protection of designs, Santiago, ChileThis item is a favourite 
Form Of Engagement Activity A talk or presentation
Part Of Official Scheme? No
Geographic Reach International
Primary Audience Professional Practitioners
Results and Impact I was invited to present on the value of design by the World Intellectual Property Organisation. The audience was a mix of policy makers, business and academics.

Raised awareness of the value of a comprehensive approach to design in this developing economy.
Year(s) Of Engagement Activity 2011
 
Description Invited presentation as expert, Community Innovation Survey advisory group, UK, Department of Business Enterprise and Regulatory Reform 
Form Of Engagement Activity A formal working group, expert panel or dialogue
Part Of Official Scheme? No
Geographic Reach National
Primary Audience Policymakers/politicians
Results and Impact Invited presentation to stimulate debate on the inclusion of metrics relating to design in the community innovation survey.

Raised perceptions on the value of design and influenced future decision making.
Year(s) Of Engagement Activity 2009
 
Description Invited presentation to the Council of the UK Design Council: design scoreboard 
Form Of Engagement Activity A formal working group, expert panel or dialogue
Part Of Official Scheme? No
Geographic Reach National
Primary Audience Professional Practitioners
Results and Impact An invited presentation to the Council of the UK Design Council, which consists of senior people from the world of design, politics, public sector and business. Resulted in much discussion about future directions for measuring design.

Resulted in follow on discussions and participation in future projects.
Year(s) Of Engagement Activity 2009
URL http://www.designingbusinessexcellence.org.uk/Design-Council/1/Our-Council/26-March-2009/
 
Description Invited presentation: Barcelona workshop on measuring design, Barcelona 
Form Of Engagement Activity A talk or presentation
Part Of Official Scheme? No
Geographic Reach International
Primary Audience Other academic audiences (collaborators, peers etc.)
Results and Impact I was invited to present to a body organised by the Barcelona Design Centre on the value of design. There was discussion about the viability of creating a stand alone manual on measuring design.

This led to a collaborative EU project on measuring the value of design.
Year(s) Of Engagement Activity 2011
 
Description Keynote: International Design Scoreboard, Design Council Event: Design for Economic Growth: Measuring the value of design 
Form Of Engagement Activity A talk or presentation
Part Of Official Scheme? No
Geographic Reach National
Primary Audience Professional Practitioners
Results and Impact Dissemination keynote from the design scoreboard project to raise awareness of the outputs and gain feedback on future directions.

Debate and discussion regarding future directions and the need for greater consistency in measurement of design.
Year(s) Of Engagement Activity 2009
 
Description OECD Workshop on the measurement of design 
Form Of Engagement Activity A formal working group, expert panel or dialogue
Part Of Official Scheme? No
Geographic Reach International
Primary Audience Policymakers/politicians
Results and Impact Invited to present as a result of prior expertise regarding the measurement of the value of design

Influenced decision making regarding the measurement of design in national standards.
Year(s) Of Engagement Activity 2013
 
Description Workshop on the measurement of intangible assets, OECD Paris 
Form Of Engagement Activity A formal working group, expert panel or dialogue
Part Of Official Scheme? No
Geographic Reach International
Primary Audience Policymakers/politicians
Results and Impact I was invited as an expert to present my perspectives on measuring the value of design. This was as a direct result of my work on the design scoreboard project.

Influenced thinking on the international standards for measuring design and R&D.
Year(s) Of Engagement Activity 2012