An action research approach to early concept iteration in a design consultancy

This paper investigates early stage concept iteration within a design consultancy environment. The aim of this research was to outline and explore the importance of early phase concept iteration within the consultancy environment whilst highlighting the main influencing factors that lead to the iterative development stages of the design process. A literature review helped develop a theoretical framework for research into the concept of design iterations within the consultancy environment. An action research approach to concept iteration in product form design and development at the early stage of the design process was employed. It was found that budgetary constraints, time management and client expectations were determining factors in driving early concept iteration. Moreover, such findings may be of benefit and use to design researchers, consultants and design managers.