Tuesday, May 5, 2009

Design Strategy Video from Continuum

There's been a meme running around the web about "design research" the past couple of days. One group that does this really well is Continuum. An east coast-based design consultancy.

They have put up an interesting marketing video about their process.

RESONANCE from chris hosmer on Vimeo.

Special thanks to Josh Blake for sending this vid over.

It seems like there are two main reasons for hiring out this sort of work:
1. The client sees a business segment they can exploit and wants some political justification for it.

2. The client has a cashcow product or other asset that is getting slammed and they need a new way grow margin on their product, either through features or repositioning.

The output of these studies seems like it could be really valuable, but is design research a viable business in this economy? What do you think?


  1. Great video.
    I think this shows how Continuum 'gets it'.

  2. Thanks for posting this. I enjoy your blog. I wanted to add that the design strategist's goal is not consumer understanding via 'design research'. The output of a good design strategy is an idea that resonates for client and customer, and a plan for realizing the idea. Design research is a necessary and vital step but it is not the real value.

  3. Hi Chris,

    Thanks for your note. I agree. At the end of the day, it's the output that counts, not the input...but it's really easy for uninitiated clients to see this work as a luxury.

    How do you discuss design research with new prospects?

    Always Inspired.