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Science Drives Creativity: A Methodology for Quantifying Perceptions
Author(s) -
Swift Philip W.
Publication year - 1997
Publication title -
design management journal (former series)
Language(s) - English
Resource type - Journals
eISSN - 1948-7169
pISSN - 1045-7194
DOI - 10.1111/j.1948-7169.1997.tb00160.x
Subject(s) - swift , creativity , perception , product (mathematics) , quality (philosophy) , symbol (formal) , new product development , marketing , computer science , business , psychology , social psychology , mathematics , philosophy , geometry , epistemology , neuroscience , programming language
PHILIP SWIFT, DIRECTOR OF DESIGN at Symbol Technologies, is certain the design of profitable, high‐quality products depends on a detailed understanding of consumer preferences. To get at these preferences, he explored several research methodologies before settling on a simplified technique that quantifies consumer perceptions. Swift's reward was a rich database of precise objectives—shared by designers, engineers, and marketers—that guide product development in areas ranging from ergonomics and performance to materials and aesthetics.