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26 JULY 2012

设计研究:以设计师的眼睛洞察消费者”公开课 / Design Research in Practice Workshop


In this workshop our team will introduce the participants to a definition and background of design research and how it differs from market research in its goals and outcomes. We will also demonstrate the power of design thinking and the research methodology for innovation. There will be interactive portions of the workshop where participants will learn firsthand, how to approach problems like design researchers, what is the methodology and frameworks which enables the generation of meaningful and resonating ideas. Techniques and experience sharing from the design researcher's toolbox."

(CBi China Bridge, Shanghai)


2012 • CBi China Bridge • creative economydesign research • design research case studies • design research methodologydesign researcher • design researchers toolbox • design thinkinginnovationinnovation and entrepreneurship • innovation research • innovation seminarsinnovation skillsknowledge-based economymarket researchmeaningful ideasPeoples Republic of China • resonating ideas • Shanghaiworkshop


Simon Perkins
13 JANUARY 2012

Reach: design-led customer research

"What Reach does can be described as 'design–led customer research', which we abbreviate to design research. To achieve this we combine two approaches:

Understanding the people and situations you design for is crucial for successful innovation. These insights only come from spending time with your customers, and developing empathic conversations with them. When presented in an inspiring, visual way such insights are a strong driver of innovation.

Design skills such as generating, modeling and prototyping new ideas are crucial for successful innovation. If these skills are already used in immersive field work and insight creation, the resulting innovative ideas are rooted strongly in the markets your company innovates for."

(Global Design Research Network)



customer research • customersdesign skillsdesign-led • design-led customer research • empathic conversations • Global Design Research Network • immersive field work • innovationinnovative ideasinsight • insight creation • market researchmodelling and prototypingnew ideas • people and situations • peoples practices • Reach (agency) • research vendor • successful innovation • visual way


Simon Perkins
10 DECEMBER 2011

Blue is still the most predictable colour on the web

"When we released our report on the colors of the social web, based on data analyzed by our Twitter theme tool, we were surprised that blue was such a dominant color in people's profile designs. Was Twitter's default color influencing their design decisions? Or is blue really THE most popular and dominant color online? ...We decided to look at the colors in the brands from the top 100 sites in the world to see if we could paint a more colorful picture.

Turns out the blue–berry doesn't fall far from the bush. The web landscape is dominated by a large number of blue brands... but Red occupies a large amount of space as well. What's driving this? You might want to say that carefully organized branding research and market tests were done to choose the perfect colors to make you spend your money, but a lot of the brands that have grown to be global web powerhouses, started as small web startups... and while large corporate giants with branding departments spend quite a lot on market research, user testing, branding, etc. Lots of the sites listed above got started with brands created by the founders themselves with little to no research into the impact their color choice would have. I once asked Mark Zuckerberg, the founder of Facebook why he chose blue for his site design... "I'm color blind, it's the only color I can see." ...and now 500 Million people around the world stare at a mostly blue website for hours each week.

While the initial reasoning for the colors chosen may be trivial, the impact that these dominant players now have in the web world will surely influence the smaller startups that want to share in the positive color associations created by their bigger siblings... Once a rocketship of a web startup takes flight, there are a number of Jr. internet astronauts hoping to emulate their success... and are inspired by their brands. And so Blue and Red will probably continue to dominate, but we can have hope for the GoWalla's, DailyBooth's and other more adventurous brands out there."

(COLOURlovers, 15 September 2010)



battle for bluebluebrand awarenessbrand colourbrand identitybrand recognitionbranding • branding research • colour • colour associations • colour choice • colours of the social web • colours that make you spend money • corporate colours • corporate identity • default colour • design decisions • dominant colour • market research • market tests • popular colour • profile design • Twitter • Twitter theme tool • visual identity • web landscape


Simon Perkins
09 MAY 2011

How Unilever, Coke and the Mini car got it so wrong

"Even the biggest businesses can make big mistakes – and when they do, the result can be a commercial calamity. Companies are constantly striving to improve their products and turn a profit. But changing an existing product can go horribly wrong, leaving customers in revolt and companies in crisis. Mishandled marketing and bungling public relations can make the slickest of businesses look incompetent. And the costs both financially and to reputation can be enormous. Persil, Coca–Cola and the British Motor Corporation have provided some of the most extreme examples as Evan Davis has been finding out for a new BBC Two series."

(BBC News, 8 May 2011)

Business Nightmares with Evan Davis – Doomed Designs will be on BBC Two at 20:00 BST on Monday 9 May 2011

Fig.1 '2009 Mini Cooper Turns Fifty and is Younger than Ever', picture 09ELG550925430AC




195919851990s1994BBC • best-selling • blind taste test • BMC • British Motor Corporation • businesscarcelebrity endorsementCoca-Colacommodity • companies in crisis • customer revolt • customersenterpriseEvan Davis • failure • garmentinnovationJohn Lennon • low price • loyaltymarket dominancemarket leadermarket researchmarketing • Mini (car) • new and improved • New Generation Persil • original formula • original recipe • Pepsi • Pepsi Challenge • Persil • Persil Power • Peter SellersPolaroidpriceProcter and Gambleproductproduct change • product formula • profitpublic relationssoap • soft drink • Spike Milligan • stain • taste (sociology)UKUnilever • washing powder • waste


Simon Perkins

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