DIAGNOSIS OF BRAZILIAN DESIGN

The Brazil Design Center (CBD), one of the most respected institutions promoting design in Brazil, with the Ministry of Development, Industry and Foreign Trade (MDIC) through the Brazilian Agency for the Promotion of Exports and Investments (Apex-Brazil), developed the Diagnositic Review of Design in Brazil report. The purpose of this report was to create a reference for the development of design in industry and create the groundwork for the development of a design public policy for Brazil. DUCO was part of the project team, being responsible for research on the use of design by industry and contributing to the analysisof the findings.

Demand: The main contribution by DUCO on the project was to undertake the gathering and analysis of primary data within industry, making it possible to assess and understand design in several key industrial and service sectors, as well as compile international references as a part of the panorama study.

Approach: This study, unprecedented in Brazil, was based on research done over a period of eight months with participation of more than three hundred Brazilian companies and focused on understanding design in the industrial and service sectors. The survey was based on the Design Management Staircase developed by Design Management Europe (DME) to assess the capability of key industry sectors to use and manage design.

Delivery: DUCO presented, formatted and delivered general and sectorial analysis that serve as a basis for policymaking and strategic decision-making in the design sector. Such analysis are essential, as relations become visible, e.g. the size and formation of the design departments in different sectors and the turnover that each configuration generates, enabling the identification of new strategies and acknowledgment of design as a tool that enhances the development of industry. The study was also presented to experts and their contributions incorporated into the final document of the Diagnostic review of Brazilian Design, available at: http://www.cbd.org.br/downloads/

13 industry associations contributed in the collection of data together with their associated companies. In return, DUCO presented each association with a specific design benchmark report. The design benchmark reports contained an analysis of design use by companies in their sector, compared with similar samples from Europe and other sectors in Brazil. The analysis covers aspects such as: design management levels; attributes of successful product development; innovation; investment priorities; design management; strategy; design planning; business benefits of design; design capacity; design process; and design research.