Dear Klaus and David,
Klaus Krippendorff wrote, "all i was saying: while testing is important for designers to convince people who could make a design happen it can rarely ever have the last word."
David Sless wrote, "In which case we are in furious agreement."
I thought the header — "we need both" above — made it clear that I did not write in opposition Ranjan, but rather to say that there are ways to learn what markets do not disclose.
Sometimes designers create or invent products for which there is no market demand whatsoever — such famous examples as the Sony Walkman and the personal computer are cases in point. Other times, markets sort things reasonably well. It is worth noting that from time to time, designers and others seek answers to questions that neither stakeholders nor markets care about before the answers emerge.
No one process, no one institution (f.ex., markets, governments, the manufacturing sector, etc.), and no one group of people ever gets the last word. So rather than saying "we need both," I could have done better to say that we need several ways forward, depending on the context.
So I say "yes" to Ranjan, "yes" to David, "yes" to Klaus.
Ken
Ken Friedman, PhD, DSc (hc), FDRS | University Distinguished Professor | Swinburne University of Technology | Melbourne, Australia | University email [log in to unmask]<mailto:[log in to unmask]> | Private email [log in to unmask]<mailto:[log in to unmask]> | Mobile +61 404 830 462 | Academia Page http://swinburne.academia.edu/KenFriedman
Guest Professor | College of Design and Innovation | Tongji University | Shanghai, China ||| Adjunct Professor | School of Creative Arts | James Cook University | Townsville, Australia
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