a recognized standard

When making difficult judgments about design creativity, some organizations use focus groups, or the intuitive judgment of  managers or owners. These approaches can be useful, but may also be biased.  Focus groups are problematic because most people cannot articulate their reactions to concept drawings or early prototypes.  They may be able to say that they like it or not, but they will be unable to say what they like and why. Insiders, including designers, engineers, and managers are experts in their products.  But this expertise can be problematic, because they are so close to the work that their judgments are sometimes not attuned to those of consumers or other potential buyers.

In an attempt to be more objective, companies sometimes create surveys or questionnaires to query customers, but since each is created for a particular product, the results cannot be compared with results from other products.  This prevents them from establishing benchmarks for design creativity, and from approaching the problem strategically.

The CPSS provides a standard quantitative way of measuring the creativity of all kinds of products. Since it has been scientifically validated, and used by both academic researchers and those in business, it allows for establishing benchmarks, and making comparisons between product lines, and with competing organizations.  This allows a smarter strategic approach to judging design creativity.

To put together a CPSS project, contact us.