Mar 20 – Søren Peterson


Thursday, March 20th, 7:00 – 9:30pm

Designers’ Risk Attitude and Performance

In The Duncan Anderson Design Department Gallery at California State University, Long Beach

Søren Peterson PhD. will share how designers’ risk perception, preferences and decision-making influence concept design performance. From in-depth interviews with experts in academia and industry, we now know that design novices, experts and design managers all behave differently when faced with time and budget constraints. While conducting empirical studies in Copenhagen, Seoul and Hong Kong, we mapped out how designers conduct market research and technology search while negotiating their associated risks. Having established a behavioral baseline we then experimented with gamification and found that when design teams bet on their own and the competing teams performance, team confidence can be established and the performance outcome predicted.

Søren Petersen founded ingomar&ingomar – consulting in 1993 and has since worked with international organizations in Denmark, Michigan and California, including Rambøll Group, Steelcase, BMW Group DesignworksUSA and Copenhagen Business School.

Prior to establishing ingomar&ingomar – consulting, Soren worked as an engineer and designer at CERN, Steelcase, EDGE Design, RKS Design and Hauser Design.

Having received his MS. Mechanical Engineering degree from the Danish Technical University in 1990 and a BS in Transportation Design from Art Center College of Design in 1993. Soren graduated from Stanford University, Center for Design Research, in 2009, with a PhD. in developing metrics and decision methods for design concept selection in the conceptual phase.

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