Can we measure Creativity, Design and Innovation? The case of México.


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Can we measure Creativity, Design and Innovation? The case of México.

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Can we measure Creativity, Design and Innovation? The case of México.

  1. 1. ¿Can we really measure theimpact of creativity anddesign on innovation?Case Study: México. Marco Ferruzca, Jorge Rodríguez and Christof Göebel (UAM-Azc)
  2. 2. BACKGROUNDLiving in a creativeknowledge era
  3. 3. Creativity & Designhave gained importance in the last yearsInterest   PepsiCo  Creates  Chief  Design   Officer  Role   3M  Guru  Porcini  Will  Build  Design   Culture  Spanning  Everything     From  Packaging  to     Digital  Experiences   Time  
  4. 4. CreativeCities CreaHve  CiHes  Network  (UNESCO)  Toward more hNp://  competitive economies
  5. 5. MeasuringCreativity, Design and Innovation in the Cities
  6. 6. GCI Global Creativity Index“The rise of the creative class” (Florida 2002). Factor Variable Global R&D investmentWe live in a “Creative Age”. Florida’s thesis is Global researcherscentered on: Technology, Talent and Tolerance. TECHNOLOGY Global innovationHe is interested in studying the concentration The technology indexof “creative individuals” in different regions. Human CapitalThe “creative class” has strong influence in TALENT Creative Classmaking a region prosper economically. The talent index Tolerance toward ethnic and racial minorities TOLERANCE Tolerance toward gays and lesbians The tolerance index THE GLOBAL CREATIVITY INDEX Economic output/GDP per capita Global competitiveness index ECONOMIC AND SOCIAL Global entrepreneurship index PROGRESS MEASURES Income inequality Human development index Happiness/life satisfaction3T Driven Innovation
  7. 7. Inno Metrics: DCI A Design, Creativity & Innovation ScoreboardIndicators Indicators From a rather different perspective Hollanders & Van Cruysen A. CREATIVE CLIMATE B. CREATIVITY & DESIGNA1 CREATIVE EDUCATION B1 CREATIVE SECTORA1.1 Number of art schools per million population (2009) have proposed an ad hoc scoreboard approach. B1.1 Share of creative occupation of population aged 25 to 64A1.2 Quality of educational system B1.2. Share of knowledge workers in S&TA1.3 Public expending on education B1.3 Value added share of creative industries Share of tertiary education enrollment by fields of education relatedA1.4 B2 CREATIVITY IN R&D) to cultureA1.5 Extent of Staff Training B2.1 National pattent applications per million populationA2 SELF EXPRESSION B2.2 Scientific publications per million populationA2.1 Language skills B2.3 Trademark applications by residents per million populationA2.2 Share of population involved in artistic activities B2.4 Capacity for innovationA2.3 Self-expression values B3 DESIGN ACTIVITIESA3 OPENNESS & TOLERANCE B3.1 Importance of design staff for innovationA3.1 Share of foreign tertiary students B3.2 Number of designers per million populationA3.2 Share of foreigners in employment of population aged 25 to 64 Share of cultural employment in total employment for employees B3.3 Community design applications per million populationA3.3 B3.4 Production process sophistication with a completed tertiary education Degree of urbanisation of population aged 25 to 64 B3.5 Uniqueness of product designA3.4 (share of population living in densely-populated areas) B4 COMPETiTiVENESS iN DESiGN Openess to other countries, share of population very interested Exports design related services as a percentage ofA3.5 B4.1 in arts and culture in own or other countries. services exportsA3.6 Brain Drain B4.2 Exports design as a percentage of merchandise exports B4.3 Value chain breadth B4.4 Extent of brandingCreative climate matters!!!
  8. 8. CCI Creative City Index projects. It differs from most indexes by looking at the city Indicator Brief description places by exploring their urban dynamics, processes and “The Creative City Index assesses the creative pulse of Political & public framework Measures the role of political and public infrastructure, including human resources, to as an integrated whole from an insider and outsider perspective through a series ten broad crosscutting incentive creativity in a place. Distinctiveness, diversity, vitality & expression This indicator measures if the cultural offering in a place is wide and it welcomes debate and critical thinking. Outsiders coexist in harmony with local habitants. Openness, trust, accessibility & participation This indicator measures the way society, institutions and organizations operate to create an enabling environment composed by people domains” (Landry and Hyams 2012). from a diversity of backgrounds. Entrepreneurship, exploration & innovation Measures the entrepreneurship culture in a place. Also, it looks for information regarding the development of R&D and innovation. Strategic leadership, agility & vision Measures aspects linked to build a strong sense of vision for a place, where thinking is strategic and future proofing. Talent development & the learning landscape This indicator is linked to the quality of learning and knowledge produced in a creative place. Communication, connectivity, networking & Even when learning and knowledge production media is important in a place, likewise technology is crucial for its development. The place & place-making Measures urban characteristics of a place. Liveability & well-being It is about the quality of life in a place. Professionalism & effectiveness It is about doing things with professionalism and quality.Feel the city!!!
  9. 9. InternationalDesign Moultrie  and  his  team  have  developed  an   internaHonal  design  scoreboard  for  measuring  the   design  capability  of  design  in  countries.    Scoreboard Indicator Comments Total public investment in design promotion Authors considered investment only by the and support government and recognized national institutes. Total number of design graduates It includes: graphic/communication design, interior design, industrial/product design, digital/web/media design, fashion design. Total number of WIPO design registrations WIPO was the only source considered because it represents an international route for design registration. Total number of WIPO trademarks WIPO was the only source considered because it registrations represents an international route for trademark registration. Total number of design firms It includes: graphic/communication design, interior design, industrial/product design, digital/web/media design, fashion design. Total turnover of the design services sector Total employment in design services Employment should include all employees, not just those engaged in design
  10. 10. México In the Global Creativity Index 62 Global  R&D  investment   49  /82     Global  researchers   49  /82     Global  innovaHon   74  /  177   82Technology index
  11. 11. México In the Global Creativity Index65 82 Human  Capital   58  over  82     CreaHve  Class  Talent index 58  over  82  
  12. 12. México In the Global Creativity Index 36 Tolerance  toward   ethnic  and  racial   minoriHes     52  over  82     Tolerance  toward   gays  and  lesbians     82   23  over  82  Tolerance index
  13. 13. México61In the Global Creativity Index 82
  14. 14. 107 46 76 .78% 73 142 142 ProducHon  process     ArHcles  per  million   populaHon   142 NaHonal  InsHtute   of  StaHsHc   (INEGI)  Quality  of  EducaHonal  System   sophisHcaHon     Capacity  of  InnovaHon   ? 8.38 Uniqueness  of   product  design     Number  of  resident   patent  filings  per   million  populaHon   México Share of tertiary In the Design, Creativity and education enrollment by fields: HAE = 14.6% 608 4.07 Innovation Scoreboard Health = 9.7% SS, B & L = 38.7% trademark   applicaHons  per   million  populaHon   7 Extent  of  Staff  Training   I N N O M e t r i c s Services 3.3% Engineering, manufacturing and construction = .73% Share  of  foreign   19.3%  terHary  students   (7689)    
  15. 15. CONCLUSIONS There  are  not  enough  approaches  to  measure  the  impact  of   creaHvity  and  design  linked  to  the  innovaHon  capacity  of  a  city.   Yes,  we  can  measure  creaHvity,  design  and  innovaHon  with   exisHng  frameworks  but  the  picture  is  not  complete…you   have  to  live  the  city.     ExisHng  frameworks  does  not  capture  the  whole  creaHve   spirit  of  a  city.     A  lot  of  things  to  do  but  without  loosing  our  origins.  
  16. 16. CONCLUSIONS Informal  economy  
  17. 17. Community  driven  projects:    Santa  Barbara  Neighborhood  
  18. 18. Design  &  Crafs  MulHdisciplinary  Program  
  19. 19. Factories  of  Arts  &  Handcrafs    Network  
  20. 20. NaHonal  Center  of  InnovaHon  and  Craf  Development:    -­‐  You  can  buy  handcrafs  -­‐  Kids  learn  craf  techniques  &   legacy  -­‐  Laboratory  for  developing  new   techniques  -­‐  Supported  by  public   administraHon