Chicago, IL, November 08, 2008 --(PR.com
)-- Dr. Adriano Galvao, Vice President of Sylver Consulting, an innovation research firm with offices in the US and Brazil, spoke at the 2nd Biennial of Brazilian Design about how requirements of the design profession have evolved as the effects of Globalization have expanded. His speech focused on illustrating how the concept of Globalization, and essentially the competitive landscape of today, is much different from what it looked like a decade ago and how this fresh competition has placed new demands on the skill-sets and know-how of designers within industry.
The 2nd Biennial of Brazilian Design, a month long event, took place at the National Museum of Brasilia from Oct. 3 to Nov. 5, 2008. The primary goal of the event was to promote the discussion regarding how Brazilian industry and government can better leverage Design to increase their competitive advantage in the Brazilian economy and global marketplace. A four-day “Design Innovation Labs” forum, addressed this topic by eliciting the opinions and viewpoints of a number of specialists from the academic and industrial sectors of Brazil. Dr. Galvao was one of those professionals and participated in the panel discussion titled, “Design in the Era of Globalization.”
In his speech, Dr Galvao began by defining the meaning of ”globalization” today and quoting the authors Sirkin, Hemerling, and Bhattacharya of the new book “Globality” by stating that “Doing business globally today is about competing with everyone from everywhere for everything.” In order to compete, Dr. Galvao, believes that designers more increasingly will need to become 1/2 designer and 1/2 researcher. They will need to identify which customer problems and issues need solving, tapping into both spoken and latent customer needs for inspiration. These research and problem solving skills will be essential for ensuring that designers are more prepared to not only help their organizations craft product strategies that make transition into a new market successful, but to help them discover new products that they can offer to new markets once they are there, He explains that all of this can be achieved by utilizing a research method called Cross Border Research. He elaborates: “Because of its human-centered and qualitative approach, Cross Border Research studies, like those performed at Sylver Consulting, highlight cultural sensitivities, barriers to entry and local needs that may be critical to a customer’s adoption and use of a new product.”
For more information on Cross Border Research: Sylver’s approach to Cross Border Research
About Adriano Galvao
Adriano Galvao has helped several companies, like Motorola-US, Dentsu-Japan, BestBuy, Marriott International, Paslode, Bosch Power Tools, and Brasil Telecom in their global effort to develop new products and prospect new business opportunities. He has a doctorate degree in Design Theory and Methodology from IIT and many awards for his contribution to the Design Process.
About Sylver Consulting
Sylver Consulting is an innovation product research firm whose offerings extend beyond the capabilities offered by traditional marketing research firms. The principal qualitative research method used in Sylver’s work is Design Ethnography. With a focus on customer-driven innovation, Sylver Consulting’s areas of expertise are designed to fully support R&D, product development and marketing functions within an organization. The firm’s core services include: Innovation Research, Innovation Planning Workshops, Integrated Custom Research and Cross Border Research.
*For further information about Sylver Consulting and their services please e-mail info@consulting[dot]com or visit www[dot]sylverconsulting[dot]com.