Marketplace Research | |||||||||||||
Triangulation of the Redefinition Scenario | |||||||||||||
by Richard W. Hobbs, FAIA |
|||||||||||||
The concept of "triangulation" in researchusing several methods to study the same questionis particularly important when research involves human beings. As Ken Friedman, PhD, associate professor and director of the Nordic Center for Innovation, Norwegian School of Management, Oslo, tells us, using variations of content analysis reveals patterns and clues to what should be studied more closely. Analyzing patterns often reveals surprising issues, many of which might have gone unobserved, submerged in the subject content. Only an amalgam of content through observation, interview, and feedback allows one to make sense out of the data. We're applying a triangulation process on the Redefinition scenario as we explore and expand the matrix outlined in this column. Input from all angles will help all who use it to choose and support an individual development strategy for themselves or their firms. (See January and March AIArchitect articles.) We
gained some great insight for the redefinition research from the facilitated,
open discussion at last fall's Point Break Symposium. Its examination
of marketplace, value, and knowledge defined a framework for exploration
and scenario development. Some of the main discussion points at Point
Break were: Aligning with the
process Fisher believes that many markets are eager for design thinking. In providing this type of thinking, architects must be responsible for the total approach, which includes work "upstream" and "downstream" along the continuum of the building cycle (see diagram). They also must maintain an architect's identity when bringing other disciplines into the process. Many cycles of the process are virtual and nonphysical and should be embraced and approached with the same rigor and passion as the physical, Fisher says. Synthesizing
through the design process Architects in the future will have a better understanding of modern business skills and will be able to translate them into value for the client. The messages of Fisher and Polo are consistent in this: We must apply critical thinking to defining our own identity. To help you in this exercise, enter the community dialog of the Point Break Symposium. Use this reference as you choose, (link) A rich gumbo of ideas Growing complexity:
Daniel Cappella in the May 2000 issue of DOMUS
magazine commented on two trends: growing complexity in everything we
design and the accelerating transformation in the economy from products
to services. Clients told him they were reluctant to involve architects
in defining a solution, because architects seemed to be incapable of working
in the multidisciplinary teams that complex projects demand. Cappella
said the architects seemed stuck in an out-of-date obsession with objects
at the expense of processes and services. He is confident, though, that
this is changing; that architects younger than 35 and students are comfortable
in dealing with service design and future scenarios. Most significanly,
architects are taking lead roles is new-generation companies (Scient,
Razorfish, Frog Design, Sapient, and RareMedium, to name a few.) AIA ad program: The current research effort for the 2003 AIA advertising program, under the direction of AIA Communications Managing Director Chuck Hamlin, entails extensive interviews with CEOs and the vice presidents of real estate of client firms. Through this process, the AIA is learning about clients' issues, their work processes, and their expectations of architects. The results of this research will be introduced to AIA members at the AIA convention in May. We subsequently will introduce the findings into the Redefinition scenario and interpret it with an eye toward aligning client perceptions/realities to the architects' self-positioning on the matrix. We're hoping, too, that it will help architects in their own strategy development. Innovative service survey: The AIA also is undertaking a Survey of Innovative Service Models, now being completed via email by selected AIA members. More value away from the core: Susan Hensey, AIA, Little & Asssociates, applied her theory of value for the client to the matrix. Her findings show that clients receive greater value for services that are to each side of the center of the matrix, whether the service falls in the upper left or upper right quadrant. She said the further from the commodity of design, the greater the value. Try ityou can apply your sense of value within the matrix. Toward design strategists: Bernhard Buerdek, designer and professor at the Hochschule für Gestaltung, Offenbach am Main, states, "As we see the shift from hardware to software, we can also a shift in the last few years that has product designers moving to design consultants and even to design strategists. By this, they have to raise their knowledge base, which means again more research about design and design processes." In industry, he says, we can see that designers are taking charge of marketing and branding, to name just two areas related to design. "One reason is that the designers are the only group in this field who are able to visualize their ideas and new concepts." Designing with peopleas opposed to designing for peoplemakes users the subject, not the object, of innovation. Many design professionals today see that clients are asking them to take part in activities that expand the design process with a focus on context, not the object. As Miles Davis said: "Don't play what's there, play what's not there." Pervasive trends As you read the article, imagine substituting "architecture" for "advertising." Consider doing your own triangulationlook at your profession, firm, self, and how your are defining your scenario for the future. We plan to build on this topic throughout the year. We promise to share trends and principles, available tools that you can apply to your vision, and case studies open to your reviewall for your reinvention. Copyright 2002 The American Institute of Architects. All rights reserved. |
|
||||||||||||