Frayling cites research beliefs

Market research is a deterrent to innovative design, according to Design Council chairman Professor Sir Christopher Frayling.

Frayling cited belief that it can tell you what customers want as one of five ‘heresies’ that are ‘enemies of innovation’.

Other heresies are that designers should give clients what they want; marketing a new technology is enough to bring out its potential; ‘inclusive’ design isn’t in line with profitability; and the belief among clients that design is too risky.

Frayling’s comments were in the opening session of Design in Business Week last Friday.