Big data and data analytics have become trending buzz

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a third intermediate philosophy in the center. Big data and data analytics have become trending buzz words in the business world. The explosion of data collection, and affordable computing power along with it, has created an interesting case study for modern design and design philosophy. As these buzz words continue to take hold and provide a more complete picture of consumer behavior, I think that marketer-based design will see increased relevancy as well as support. To me this should be liberating for designers in some aspects.
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Gone are the days of arbitrarily trying a different approach only to see it fall flat. Just like creativity should be supported by all aspects of a company, data should be respected by designers. Speaking of supporting creativity, the design sensitivity chart illustrated by Kotler and Rath is in my opinion a simple and effective way to quantify a company s acceptance and effective utilization of design. Instead of focusing on the location and impact of design in the production development cycle and which direction its influence flows, the questions in the chart are all simple with the answer having a specific value assigned to it. This method is not only easier for me to comprehend, I feel that it also is adaptable to a larger number of companies as it does not rely on every company to adhere to the same order of operations in production design.
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