Event "What is meaningful to customers"

Achieving successful innovation requires a deep understanding of what is meaningful to customers and the marketplace.

SEMINAR DMI: Design Research for Product and Service Innovation

October 4-5, 2007
The seminar will be from 9:00 until 5:00 on Thursday, and from 9:00 until 3:00 on Friday. This seminar will be held at The Hilton Garden Inn located at 10 East Grand Avenue, Chicago, IL, 60611

Achieving successful innovation requires a deep understanding of what is meaningful to customers and the marketplace. By approaching research in a way that actually improves creativity rather than hinders it, companies can successfully produce more effective products and brands. This seminar will take a deep look at what makes corporate innovation initiatives succeed or fail, and how design research can be used effectively to foster innovation. Darrel uses his 25 years of consulting experience to illustrate his points with case studies from the world’s leading companies.


What you will learn:


  • Proven process models to drive customer-led innovation.
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  • How research can help clarify and drive innovation strategy and be relevant to senior-most management.
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  • How to use research to design meaningful customer experiences.
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  • Exposure to the full range of research methods being used today, and which ones are most appropriate for design programs.
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  • An overview of ethnography and its application to design.
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  • The pitfalls of conducting design research and the principles for using it successfully.
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  • An overview of the history of marketing research and emergence of design research.
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  • Research approaches for product development and industrial design.

Who should attend:

This seminar will empower managers to effectively leverage the power of design research into their product and brand development process.

What is the benefit:

This seminar is ideal for corporate brand and product design managers, leaders of innovation initiatives, product developers, marketing communications executives, consultants, and anyone involved in driving customer-led innovation. It is especially useful for managers and executives who regularly interact with corporate marketing and market research functions.

See you in Chicago!



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