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How do they see the relationship between in-‐house and outsourced reports?
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What processes their companies have? Who creates them? Who commissions them?
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What participants considered being trend reports?
Exercise 2: Trend map analysis Participants were presented with a ‘trend map’, which was a graphical representation (created by the researcher for this study) that illustrates the interaction between trends research and the design process (see Fig. 14). They were provided with colourful pens and were encouraged to make notes on the sheet. The main objective for this exercise was to obtain information on good and bad practices, but also to understand: •
Where they are in the process and which activities they usually relate to each phase;
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What is the usual dynamic amongst different stakeholders (researchers, designers, managers, marketers, sales staff, executives, etc)? Where are the main bottlenecks?
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What is the relationship between formal and informal research?
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Do they think product designers should be involved in trends research? Can product designers make good trend reports?
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Do they think the background of researchers has any influence in the quality of the reports?
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What is their opinion about the ‘trend map’ presented? Would they like to propose any changes?
Exercise 3: Should/should not analysis 6
Participants were asked to select three or four verbs from a pre-‐set list of fifteen . Those verbs would have to express what they believed trends research should and should not do in a product design environment. The selection of verbs was based on literature findings on most common uses fore reports and trends research. The verbs were also chosen by its ambiguous connotations, which were ‘conversation starters’ about why they have chosen a particular verb to be on the ‘should’ and not on the ‘should not’ side. Any misunderstandings on what the meaning of each verb were clarified at the spot. Participants were also encouraged to suggest more words in case they felt there were any missing. Most interviewees however used the verbs provided, without suggesting changes.
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The verbs were: inspire, stimulate, open minds, encourage, inform, clarify, keep track, guide, control, force, restrict, constraint, reassure, tranquilise and decrease risks, anticipate, lead to tangible results and simulate and convince.
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