Measuring the value of design?

Late last night, after coming home from an unexpectedly decent meal at the Saxaphone bar, the subject of being able to measure the value of design came into the conversation.

I was skeptical, even after reading the article that started the whole discussion, Bill Breen’s No Accounting For Design?

Whirlpool claims they’ve been working on a measurable system over the past two years.

… created a standardized company-wide process that puts design prototypes in front of customer focus groups and then takes detailed measurements of their preferences about aesthetics, craftsmanship, technical performance, ergonomics, and usability.

… Jones has shifted his focus from bottom-line returns to customer preferences. His logic? If he can objectively measure what customers want in a product and then fulfill their desires, the company will reap big financial rewards.

Isn’t that what companies have been doing all these years with extensive market research?

This morning, reading the article again in the light of day and the lack of Strongbow, I latched onto this bit.

“I’m not suggesting that we shouldn’t try to prove the impact of design,” says Harry Rich, deputy chief executive of the UK Design Council. “Let’s just be realistic about what we can prove.”

I’ll go for that. And I’d love to be able to read their data on where they make the divide between the design and marketing research. How they deal out values to each. And after a projects launch, how they separate out the value of design from the marketing / sales campaign.

I’d also love for this subject to get some air, so if you have any opinions on the subject please go on over to Fast Company and leave a comment.