DRS2012 Bangkok Proceedings Vol 4 - Design Research Society

1774 Conference Proceedings
Adisorn SUPAWATANAKUL and Anne SCHORR
5.4 Transfer: socialize the data in the client organization
5.4.1 Democratize access
While it is important to ensure participants’ privacy and the company's
confidentiality, allow designated teams to easily access research data.
New uses for data may emerge which help further justify the initial
investment. Also, constant reference to the data keeps the customer’s
viewpoint alive and in the forefront of the organization’s awareness.
5.4.2 Provide a mechanism for internal communication around data
Additional tags such as number of times data is being shared, and who
marked it as a favorite, can give a different lens to the same
data. Encourage colleagues to add layers of information and share them
with others to allow the data to grow richer over time. This allows all users
to internalize the information and use it collaboratively.
6. Conclusion
When design research is strategic and well planned, it can reinforce
connections between research insights and implications throughout the
design and development process. In addition, it becomes a foundation that
allows room for trial and error. When the data is systematically organized,
it is accessible for smaller and faster business initiatives – cases in which
primary data collection would be cost- and time-prohibitive. As the
collective data set becomes larger, a company can utilize it to jumpstart
future business initiatives. Repositioning research data as more than a
means to an end opens new realms of possibility for the assets that
already exist but are not fully utilized. Establishing an evergreen research
approach requires an appreciation of design research’s full potential,
developing supportive infrastructure and changing the work processes
within the organization. The payoff can be significant in terms of
organizational knowledge, awareness of customers, and ongoing
identification of opportunities.
References
Anderson, C. (2006). The long tail: why the future of business is selling less of more. New York: Hyperion.
Angus, J., Patel, J., & Harty, J. (n.d.). Knowledge Management: Great Concept...But What Is It?.
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http://www.informationweek.com/673/73olkno.htm
Building A Knowledge Culture. (n.d.). Robbins-Gioia, LLC. Retrieved March 9, 2012, from
http://www.robbinsgioia.com/library/whitepapers/knowledgemgmt.pdf
Christensen, C. M. (1997). The innovator's dilemma: when new technologies cause great firms to fail. Boston,
Mass.: Harvard Business School Press.