Abstract:

Today, design research has become a crucial enabling tool, allowing the sharing of ideas and opinions connecting different contexts. In addition, the design research facilitates the understanding of subjects and the process of cross-fertilization between experts from various disciplines. Finally, design research also allows the transition of knowledge from the academic realm to the applied practice, generating innovation.

The paper presents an innovative design research methodology developed and explored within the educational field by academic researchers at the Design Department of the Politecnico di Milano, then applied and tested in the market.

First of all, the paper focuses on the importance of research methodologies in the design and educational field. As the literature states, the design knowledge resides in the tactics and strategies of designing. Therefore, a significant area of design research is the methodology, development, and application of techniques that support companies to understand their potential.

Then, the paper describes in detail the proposed methodology in its constituting phases: tuning, research, connect, outline, envision, and co-create.

To this end, the paper describes a case study about applied research in the design field, dealing with applying and testing the methodology to a high jewelry company's rebranding process. According to the contemporary cultural, technological, economic, and consumption scenarios, the methodology involves the analysis of the verbal and visual identity and the identification and comparison of competitors to highlight its strengths and weaknesses. Furthermore, it is possible to define the company's reputation, target, and lifestyle through dedicated interviews. Finally, the methodology intends to design strategic omnichannel solutions alongside the brand through an iterative and inclusive process of observation, inspiration, planning, and evaluation to communicate and make the company's values tangible.

Lastly, the paper evaluates the opportunities and weaknesses of the methodology presented.

Keywords:

Design research methodology, applied research, academic education.