{"id":8,"date":"2012-06-12T16:44:41","date_gmt":"2012-06-12T16:44:41","guid":{"rendered":"http:\/\/starpointgroup.com\/?page_id=8"},"modified":"2023-08-30T16:16:13","modified_gmt":"2023-08-30T21:16:13","slug":"establishing-design-objectives","status":"publish","type":"page","link":"https:\/\/www.starpointgroup.com\/marketing-consulting\/design-support-services\/establishing-design-objectives\/","title":{"rendered":"Establishing Design Objectives"},"content":{"rendered":"<div class=\"fusion-fullwidth fullwidth-box fusion-builder-row-1 fusion-flex-container has-pattern-background has-mask-background nonhundred-percent-fullwidth non-hundred-percent-height-scrolling\" style=\"--awb-border-radius-top-left:0px;--awb-border-radius-top-right:0px;--awb-border-radius-bottom-right:0px;--awb-border-radius-bottom-left:0px;--awb-flex-wrap:wrap;\" ><div class=\"fusion-builder-row fusion-row fusion-flex-align-items-flex-start fusion-flex-content-wrap\" style=\"max-width:1248px;margin-left: calc(-4% \/ 2 );margin-right: calc(-4% \/ 2 );\"><div class=\"fusion-layout-column fusion_builder_column fusion-builder-column-0 fusion_builder_column_1_3 1_3 fusion-flex-column\" style=\"--awb-bg-size:cover;--awb-width-large:33.333333333333%;--awb-margin-top-large:0px;--awb-spacing-right-large:5.76%;--awb-margin-bottom-large:20px;--awb-spacing-left-large:5.76%;--awb-width-medium:33.333333333333%;--awb-order-medium:0;--awb-spacing-right-medium:5.76%;--awb-spacing-left-medium:5.76%;--awb-width-small:100%;--awb-order-small:0;--awb-spacing-right-small:1.92%;--awb-spacing-left-small:1.92%;\"><div class=\"fusion-column-wrapper fusion-column-has-shadow fusion-flex-justify-content-flex-start fusion-content-layout-column\"><\/div><\/div><div class=\"fusion-layout-column fusion_builder_column fusion-builder-column-1 fusion_builder_column_2_3 2_3 fusion-flex-column\" style=\"--awb-bg-size:cover;--awb-width-large:66.666666666667%;--awb-margin-top-large:0px;--awb-spacing-right-large:2.88%;--awb-margin-bottom-large:20px;--awb-spacing-left-large:2.88%;--awb-width-medium:66.666666666667%;--awb-order-medium:0;--awb-spacing-right-medium:2.88%;--awb-spacing-left-medium:2.88%;--awb-width-small:100%;--awb-order-small:0;--awb-spacing-right-small:1.92%;--awb-spacing-left-small:1.92%;\"><div class=\"fusion-column-wrapper fusion-column-has-shadow fusion-flex-justify-content-flex-start fusion-content-layout-column\"><div class=\"fusion-text fusion-text-1\"><blockquote>\n<h4>What problem are we trying to solve\u2026?&nbsp;<cite>\u2013 The Big Question<\/cite><\/h4>\n<\/blockquote>\n<\/div><div class=\"fusion-builder-row fusion-builder-row-inner fusion-row fusion-flex-align-items-flex-start fusion-flex-content-wrap\" style=\"width:104% !important;max-width:104% !important;margin-left: calc(-4% \/ 2 );margin-right: calc(-4% \/ 2 );\"><div class=\"fusion-layout-column fusion_builder_column_inner fusion-builder-nested-column-0 fusion_builder_column_inner_1_1 1_1 fusion-flex-column\" style=\"--awb-padding-left:15px;--awb-bg-color:#0183a7;--awb-bg-color-hover:#0183a7;--awb-bg-size:cover;--awb-width-large:100%;--awb-margin-top-large:0px;--awb-spacing-right-large:1.92%;--awb-margin-bottom-large:20px;--awb-spacing-left-large:1.92%;--awb-width-medium:100%;--awb-order-medium:0;--awb-spacing-right-medium:1.92%;--awb-spacing-left-medium:1.92%;--awb-width-small:100%;--awb-order-small:0;--awb-spacing-right-small:1.92%;--awb-spacing-left-small:1.92%;\"><div class=\"fusion-column-wrapper fusion-column-has-shadow fusion-flex-justify-content-flex-start fusion-content-layout-column\"><div class=\"fusion-text fusion-text-2\" style=\"--awb-text-color:#ffffff;\"><h3>ESTABLISHING DESIGN OBJECTIVES<\/h3>\n<\/div><\/div><\/div><\/div><div class=\"fusion-builder-row fusion-builder-row-inner fusion-row fusion-flex-align-items-flex-start fusion-flex-content-wrap\" style=\"width:104% !important;max-width:104% !important;margin-left: calc(-4% \/ 2 );margin-right: calc(-4% \/ 2 );\"><div class=\"fusion-layout-column fusion_builder_column_inner fusion-builder-nested-column-1 fusion-flex-column\" style=\"--awb-bg-size:cover;--awb-width-large:70%;--awb-margin-top-large:0px;--awb-spacing-right-large:2.7428571428571%;--awb-margin-bottom-large:20px;--awb-spacing-left-large:2.7428571428571%;--awb-width-medium:70%;--awb-order-medium:0;--awb-spacing-right-medium:2.7428571428571%;--awb-spacing-left-medium:2.7428571428571%;--awb-width-small:100%;--awb-order-small:0;--awb-spacing-right-small:1.92%;--awb-spacing-left-small:1.92%;\"><div class=\"fusion-column-wrapper fusion-column-has-shadow fusion-flex-justify-content-flex-start fusion-content-layout-column\"><div class=\"fusion-text fusion-text-3\"><p><strong>Focus on Engaged Users &amp; Intenders<\/strong>&nbsp;When developing a design or a creative brief, we focus initially on the thoughts, feelings and preferences of the engaged category participants \u2013 current users and committed near-term intenders who have explored the existing options and have developed opinions in support of their preferences. Using their observations and comments we craft the objectives for a compelling design \u2013 one that is both distinctive and inherently appealing for its target audience.<\/p>\n<\/div><\/div><\/div><div class=\"fusion-layout-column fusion_builder_column_inner fusion-builder-nested-column-2 fusion-flex-column\" style=\"--awb-bg-size:cover;--awb-width-large:30%;--awb-margin-top-large:0px;--awb-spacing-right-large:6.4%;--awb-margin-bottom-large:20px;--awb-spacing-left-large:6.4%;--awb-width-medium:30%;--awb-order-medium:0;--awb-spacing-right-medium:6.4%;--awb-spacing-left-medium:6.4%;--awb-width-small:100%;--awb-order-small:0;--awb-spacing-right-small:1.92%;--awb-spacing-left-small:1.92%;\"><div class=\"fusion-column-wrapper fusion-column-has-shadow fusion-flex-justify-content-flex-start fusion-content-layout-column\"><div class=\"fusion-image-element \" style=\"--awb-caption-title-font-family:var(--h2_typography-font-family);--awb-caption-title-font-weight:var(--h2_typography-font-weight);--awb-caption-title-font-style:var(--h2_typography-font-style);--awb-caption-title-size:var(--h2_typography-font-size);--awb-caption-title-transform:var(--h2_typography-text-transform);--awb-caption-title-line-height:var(--h2_typography-line-height);--awb-caption-title-letter-spacing:var(--h2_typography-letter-spacing);\"><span class=\" fusion-imageframe imageframe-none imageframe-1 hover-type-none\"><img decoding=\"async\" width=\"980\" height=\"347\" title=\"QUALITATIVE-NEW-CAR-CLINIC-980w\" src=\"http:\/\/www.starpointgroup.com\/wp-content\/uploads\/2014\/02\/QUALITATIVE-NEW-CAR-CLINIC-980w.jpg\" alt class=\"img-responsive wp-image-1023\" srcset=\"https:\/\/www.starpointgroup.com\/wp-content\/uploads\/2014\/02\/QUALITATIVE-NEW-CAR-CLINIC-980w-300x106.jpg 300w, https:\/\/www.starpointgroup.com\/wp-content\/uploads\/2014\/02\/QUALITATIVE-NEW-CAR-CLINIC-980w.jpg 980w\" sizes=\"(max-width: 980px) 100vw, 980px\" \/><\/span><\/div><\/div><\/div><\/div><div class=\"fusion-text fusion-text-4\"><p><strong>Multiple Techniques<\/strong>&nbsp;We have multiple approaches conducting research in support of a design\/creative brief:<\/p>\n<ul>\n<li>For clean sheet design projects, we have developed a specific technique, q-PFO, that encourages potential users to generate a conceptual model of their \u201cideal\u201d product while imposing realistic constraints on resources and product cost.&nbsp;<em><a title=\"Qualitative Product Feature Optimization: q-PFO\" href=\"https:\/\/www.starpointgroup.com\/research-capabilities\/our-unique-capabilities\/qualitative-product-feature-optimization\/\">(Link to q-PFO)<\/a><\/em><\/li>\n<li>For updates, new versions or new models of existing products &amp; services, we recommend an in-depth competitive assessment of both the client\u2019s product and its perceived main competitors. We focus on attribute\/benefit delivery, usability\/functionality and overall appeal.<\/li>\n<li>Design objective research can be performed via on-site observations (in-home, in office, in car, etc.), a series of shop-alongs or in-store interviews, or a specifically designed product clinic \u2013 the choice depending on the project requirements.<\/li>\n<\/ul>\n<p><strong>A Joint Workshop<\/strong>&nbsp;As a final step we conduct an interactive workshop with the client product development team to explain our findings and to highlight the specific user comments or behaviors that underlay them. &nbsp;Working together we frame the design\/creative brief.<\/p>\n<p>Please&nbsp;<a title=\"Contact Us\" href=\"https:\/\/www.starpointgroup.com\/about-us\/contact-us\/\"><em>contact us<\/em><\/a>&nbsp;for additional information<em>.<\/em><\/p>\n<\/div><\/div><\/div><\/div><\/div>\n","protected":false},"excerpt":{"rendered":"","protected":false},"author":2,"featured_media":0,"parent":6,"menu_order":1,"comment_status":"closed","ping_status":"closed","template":"","meta":{"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"footnotes":""},"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v22.3 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Establishing Design Objectives - Starpoint Consulting Group<\/title>\n<meta name=\"description\" content=\"Establishing Design Objectives. 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