Short answer
When proposing new design concepts or research projects, aim for a level of novelty that is innovative yet comprehensible and justifiable to stakeholders, rather than pushing for extreme originality that may be poorly understood or rejected.
- Field
- Innovation & Design
- Source
- Academy of Management Journal (2016)
- Method
- Multi-source, multi-method study
- Evidence
- Moderate effect
Organizations tend to favor R&D projects with a moderate level of novelty, as extreme novelty can hinder appreciation and selection. This innovation & design research insight is drawn from a 2016 study published in Academy of Management Journal. Using Multi-source, multi-method study, researchers explored how this design variable affects real-world outcomes. The key design takeaway: When proposing new design concepts or research projects, aim for a level of novelty that is innovative yet comprehensible and justifiable to stakeholders, rather than pushing for extreme originality that may be poorly understood or rejected.
Intermediate Novelty is Key for R&D Project Funding
Organizations tend to favor R&D projects with a moderate level of novelty, as extreme novelty can hinder appreciation and selection.
Academy of Management Journal · 2016
Key Findings
- 01Organizations are more likely to fund projects with intermediate levels of novelty.
- 02High panel workload reduces preference for novelty.
- 03Panel expertise diversity and shared location with applicants increase preference for novelty.
Application
Design takeaway
When proposing new design concepts or research projects, aim for a level of novelty that is innovative yet comprehensible and justifiable to stakeholders, rather than pushing for extreme originality that may be poorly understood or rejected.
How to apply
When presenting a new product concept, highlight its innovative aspects while clearly explaining the underlying rationale, benefits, and how it addresses existing needs or market gaps. Consider who will be evaluating the proposal and tailor the presentation accordingly.
Project actions
- 01When developing your design proposal, think about how 'new' your idea is. Is it a small improvement or a radical shift?
- 02Consider who will be evaluating your design project. What are their priorities and potential biases towards novelty?
Method & Evidence
Variables
Strengths & Limitations
Strengths
- +Unique, multi-source, and multi-method study provides robust data.
- +Shifts focus from idea generators to idea selectors, offering a novel perspective.
Limitations
The specific context of a professional services firm might not reflect the dynamics of product-based industries. The definition and measurement of 'novelty' can be subjective.
Reliability & validity
The study's multi-method approach likely enhances its validity. Reliability would depend on the consistency of panel decisions over time and across different project types.
Think critically
To what extent does the 'intermediate novelty' principle apply across different design disciplines (e.g., industrial design vs. software design) and organizational cultures?
Design Principles
"The 'sweet spot' for innovation lies in balancing novelty with clarity and organizational receptiveness."
Understanding the optimal level of novelty is crucial for innovation strategy. Designers and researchers must balance groundbreaking ideas with feasibility and understandability to secure organizational support and drive successful product development.
What This Means for Your Design
Companies like new ideas, but not *too* new. Ideas that are a bit different, but still easy to understand, are more likely to get funded. If the people deciding are busy or too similar, they might not like new ideas as much.
How to use in your project
- 1.Reference this study when discussing the rationale behind your chosen level of novelty for a design project, especially if you faced challenges in gaining approval for a particularly innovative concept.
Add to My Project
Quick Cite
Paragraph starter
The selection of R&D projects is influenced by the perceived novelty of the proposed ideas. Research suggests that organizations often favor projects with intermediate levels of novelty, as extreme novelty can be challenging to evaluate and may face resistance. Factors such as panel workload, diversity of expertise, and proximity between the panel and the applicant can significantly shape the preference for novelty in project selection, highlighting the importance of framing innovative concepts effectively for decision-makers.
Source
Academy of Management Journal
Evaluating Novelty: The Role of Panels in the Selection of R&D Projects
journal · 2016
View sourceQuestions About This Research
- What does the research say about intermediate novelty is key for r&d project funding?
- When proposing new design concepts or research projects, aim for a level of novelty that is innovative yet comprehensible and justifiable to stakeholders, rather than pushing for extreme originality that may be poorly understood or rejected. Evidence: Academy of Management Journal (2016).
- Why does "Intermediate Novelty is Key for R&D Project Funding" matter for design?
- Understanding the optimal level of novelty is crucial for innovation strategy. Designers and researchers must balance groundbreaking ideas with feasibility and understandability to secure organizational support and drive successful product development.
- How can designers apply this research?
- When proposing new design concepts or research projects, aim for a level of novelty that is innovative yet comprehensible and justifiable to stakeholders, rather than pushing for extreme originality that may be poorly understood or rejected.
- What were the main findings?
- Organizations are more likely to fund projects with intermediate levels of novelty.. High panel workload reduces preference for novelty.. Panel expertise diversity and shared location with applicants increase preference for novelty.
- What research method was used?
- Multi-source, multi-method study.
- How strong is the evidence?
- Evidence strength is rated Moderate effect, based on a 2016 journal from Academy of Management Journal.
- What should I do differently in my next project?
- When presenting a new product concept, highlight its innovative aspects while clearly explaining the underlying rationale, benefits, and how it addresses existing needs or market gaps. Consider who will be evaluating the proposal and tailor the presentation accordingly.
- What are the limitations?
- Findings may be specific to the professional services firm studied and might not generalize to all industries or organizational structures.