Ingomar&ingomar is an international research and consulting network, with offices in Los Angeles and Copenhagen. We partner with universities and corporations to develop and implement “design thinking” driven concept development. Our core competencies are objective quantification of product portfolios, design team performance and design concepts, using the Concept Attention Profile © design quantification method.

Why are cutting edge new products such a challenge to design? One challenge is that design parameters are often opaquely interrelated. This can make the outcome difficult to predict and requires an iterative design process. The consequence is that the final product strongly depends on the product specifications and the initially proposed design concepts.

How can the early design process be improved? By applying flexible and evolving design briefs - fostering broad exploration of the solution space. Using multi cultural teams – which generate a large number of alternative concepts. Implementing a design metric based decision-making process – reducing risk and improving the prediction of product performance.

What is design quality? Auditing design literature and awards provides a three level Design Quality Criteria perspective of Strategy, Context and Execution. A study from Stanford University Center for Design Research shows that performance along these criteria relates to the investor's valuation of companies. Combined with the Concept Attention Profile’s measurement of concepts, a concepts potential can be evaluated and performance prediction significantly improved.

ingomar&ingomar uses the Concept Attention Profile to measure the potential market performance of product portfolios, design teams and product concepts. The Concept Attention Profile allows teams to map a concept’s design quality, enabling them to merge diverse concepts and select the best concept for further development. For more information please contact:

How to frame design concept arguments? A recent study from Stanford University Center for Design Research shows that thinking of concepts as a User - Provider dynamic offers a metrics for concept decision-making. Thinking of design as a dual interface structure, containing 13 significant Concept Aspects, - provides a useful reference pattern for detecting superior and then merely average design concepts. The Concept Attention Profile provides a lead indicator of a new product's potential for setting market trends and creating value for the corporation’s stockholders.

There is a low correlation between design input and outcome A comprehensive study by ingomar&ingomar suggests that “Design Thinking” aspects and Design Quality Criteria have only a low correlation (50 % less than corr. 0.29, 40 % less than corr. 0.49). This strongly suggests that there is no single “silver bullet” for success in the design process.

State-of-practice - A review of current design practices by ingomar&ingomar – consulting, shows that most companies fail to align their business strategy. Instead, they use a “fly by the seat of their pants” approach to their design brief decision-making process when selecting their final concept for development.

Opportunity - To improve results, the ingomar&ingomar – consulting Inspirational Design Brief suggests designers use the Concept Attention Profile. This analysis selects concepts and monitors design and improved performance by continuously building organizational design capabilities. This process increases revenue streams by 150% and stock value by 80%.