Creating Value for Brand Practice by Design Research—New Brand Sprint as an Illustrative Example
Carsten Baumgarth,
Dirk-Mario Boltz,
Cosima Kaibel
Abstract:As discussed under the keyword of Academic-Practitioner-Gap, the current academic brand research offers low value for practitioners. Design Research helps to develop practice-relevant questions and solution tools to fill this gap. This study proposes four criteria for conducting and evaluating design research projects in order to disseminate the approach in academic brand research: (a) Real user needs, (b) Trial-and-error process, (c) Artifact and (d) Pragmatic validity. The application of these criteria will … Show more
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