2ª semana de trabalho - pesquisas e dimensão de mercado

Na senda das nossas pesquisas relacionadas com a dimensão de mercado, no sentido de dimensionarmos o mercado do produto de design, especificamente, fomos percebendo a dificuldade em "medir" e "quantificar" quer a estrutura de custos, quer as receitas. No entanto, é algo de perfeitamente exequível se definirmos as métricas adequadas e planificarmos o nosso modo de atuação de acordo com as necessidades dos segmentos de clientes.

The soft measures are hard to quantify but are still measurable using before and after research, which means it’s important to plan early exactly what you want to measure. Here are just a few possible ‘returns’ that a client may want a design project to deliver:

Rebranding shift, perhaps to change perceptions or to compete with a rival product or service
Increased visitors or footfall
Longer dwell time
Clearer information on forms and leaflets and therefore fewer calls to customer helplines
Use of more sustainable materials
Innovation or conceptual research leading to possible new products
Increased product sales or market share
This short list is illustrative of the range of possible ‘returns’ that might constitute a successful design project.

Similarly, investment can be defined in different ways. Paying a design company’s fees is just part of the cost of a design project. Implementation is an associated and unavoidable cost in most projects, for example, and overall investment includes all sorts of other factors, perhaps including:
Cost of materials/goods
Possible changes to manufacturing processes
Tooling costs
Engineering costs
Distributions costs
Staff time spent on a project
Write-offs of old materials/products
Other sales, marketing and promotional activity


Measuring design ROI | Design Council