Research Seminar — Beyond Average — Measure What Design Actually Cares About: Ambiguity, Observer Stance, Exceptionality, and Divergence

In this lecture, we will unlock a research toolkit that we are building for designers. Creativity and innovation happen when one looks beyond the average, but the methods we inherited are focused on the mean and tested against the Null: accept change only if the evidence is systematically overwhelming. Within the walls of SD, a quiet revolution has happened. We developed our own quantum models, going above and beyond LLMs and Agentic AI, created our own test statistics to systematically study exceptional people and behaviours, and developed a correlation coefficient that does not look at averages being similar, but at patterns being different. Discover what makes your work unique, embrace the complexity of the world, and see your design from every stakeholder perspective.

Topics to be discussed

• Why SD does not fit in: SD = Standard Deviation
• Why design is hindered in its research: the supremacy of the average
• Why the quantum turn is needed: multidimensional perspective taking
• The h* test-statistic to evaluate exceptions
• The c_delta correlation of divergency

Rundown

• 12:30 - 13:30    Part 1 Presentation (h*, c_delta)
• 13:30 - 13:45    Break
• 13:45 - 14:45    Part 2 Presentation (quantum cognition and affect)  
• 14:45 - 15:15    Discussion
  
   

This talk invites all academic staff of SD to join and engage with the first presentation of this research toolkit, developed specifically for our community. As a pioneering initiative, it positions SD at the forefront—setting a direction not yet established elsewhere. We warmly encourage your participation and contributions. Registration is required.