Short answer
Designers and marketers should proactively engage in practices that help them understand and integrate each other's perspectives, rather than assuming their differences are insurmountable barriers.
- Field
- Innovation & Design
- Source
- Journal of Product Innovation Management (2016)
- Method
- Qualitative research using semi-structured interviews
- Sample
- 71 participants
- Evidence
- Strong effect
Effective new product development (NPD) hinges on designers and marketers actively expanding each other's understanding through 'resourceful sensemaking' practices, rather than solely trying to reduce their inherent differences. This innovation & design research insight is drawn from a 2016 study published in Journal of Product Innovation Management. Using Qualitative research using semi-structured interviews with 71 participants, researchers explored how this design variable affects real-world outcomes. The key design takeaway: Designers and marketers should proactively engage in practices that help them understand and integrate each other's perspectives, rather than assuming their differences are insurmountable barriers.
Resourceful Sensemaking Bridges Marketing and Design Gaps in NPD
Effective new product development (NPD) hinges on designers and marketers actively expanding each other's understanding through 'resourceful sensemaking' practices, rather than solely trying to reduce their inherent differences.
Journal of Product Innovation Management · 2016
Key Findings
- 01Resourceful sensemaking involves transforming knowledge to expand understanding between functions.
- 02Practices like exposing, co-opting, and repurposing knowledge facilitate common understanding.
- 03Horizon-expanding discourse leads to identification of unmet consumer needs and innovative products.
Application
Design takeaway
Designers and marketers should proactively engage in practices that help them understand and integrate each other's perspectives, rather than assuming their differences are insurmountable barriers.
How to apply
In NPD projects, schedule dedicated sessions where marketing presents consumer insights and design constraints, and design showcases prototypes and aesthetic considerations, with a focus on how each informs the other.
Project actions
- 01When researching a new product, interview people from different departments (e.g., marketing, engineering, design) to understand their perspectives.
- 02Document how different teams' ideas are shared, debated, and integrated during your design project.
Method & Evidence
Variables
Strengths & Limitations
Strengths
- +Empirical data from a significant number of interviews.
- +Identification of specific sensemaking practices.
Limitations
The number of interviews (71) is substantial, but the study is limited to specific geographical regions (Australia and New Zealand).
Reliability & validity
The study's validity is supported by the qualitative depth of interviews and the identification of specific practices. Reliability could be enhanced by replicating the study across different industries and geographical locations.
Think critically
To what extent can 'resourceful sensemaking' be taught or facilitated within an organization, and what are the potential challenges in implementing these practices across diverse teams?
Design Principles
"Foster interdisciplinary sensemaking to enrich the NPD process and drive innovation."
This research highlights a critical dynamic in cross-functional collaboration. By understanding and implementing resourceful sensemaking, design and marketing teams can move beyond potential conflicts arising from differing perspectives, leading to more innovative and successful product outcomes.
What This Means for Your Design
To make new products successful, designers and marketers need to talk to each other and really try to understand what the other person is thinking, not just stick to their own ideas. They can do this by sharing information and finding new ways to use each other's knowledge.
How to use in your project
- 1.Reference this study when discussing the importance of inter-departmental collaboration and how different perspectives can be integrated in your design project.
Add to My Project
Quick Cite
Paragraph starter
Effective new product development requires bridging the 'thought worlds' of different functions, such as marketing and design. Research by Beverland et al. (2016) demonstrates that 'resourceful sensemaking'—where practitioners actively transform knowledge to expand each other's understanding—is key. Practices like exposing, co-opting, and repurposing knowledge enable teams to reconcile differing perspectives and identify unmet consumer needs, leading to more innovative outcomes.
Source
Journal of Product Innovation Management
Resourceful Sensemaking: Overcoming Barriers between Marketing and Design in NPD
journal · 2016
View sourceQuestions About This Research
- What does the research say about resourceful sensemaking bridges marketing and design gaps in npd?
- Designers and marketers should proactively engage in practices that help them understand and integrate each other's perspectives, rather than assuming their differences are insurmountable barriers. Evidence: Journal of Product Innovation Management (2016).
- Why does "Resourceful Sensemaking Bridges Marketing and Design Gaps in NPD" matter for design?
- This research highlights a critical dynamic in cross-functional collaboration. By understanding and implementing resourceful sensemaking, design and marketing teams can move beyond potential conflicts arising from differing perspectives, leading to more innovative and successful product outcomes.
- How can designers apply this research?
- Designers and marketers should proactively engage in practices that help them understand and integrate each other's perspectives, rather than assuming their differences are insurmountable barriers.
- What were the main findings?
- Resourceful sensemaking involves transforming knowledge to expand understanding between functions.. Practices like exposing, co-opting, and repurposing knowledge facilitate common understanding.. Horizon-expanding discourse leads to identification of unmet consumer needs and innovative products.
- What research method was used?
- Qualitative research using semi-structured interviews with 71 participants.
- How strong is the evidence?
- Evidence strength is rated Strong effect, based on a 2016 journal from Journal of Product Innovation Management.
- What should I do differently in my next project?
- In NPD projects, schedule dedicated sessions where marketing presents consumer insights and design constraints, and design showcases prototypes and aesthetic considerations, with a focus on how each informs the other.
- What are the limitations?
- The study was conducted in Australia and New Zealand, and findings may vary in different cultural or business contexts.