¿Can we really measure the impact of creativity and design on innovation? Case Study: México.

Marco Ferruzca, Jorge Rodríguez and Christof Göebel (UAM-Azc)

BACKGROUND

Living in a creative knowledge era

Creativity & Design

have gained importance in the last years

Time  

Interest  

PepsiCo  Creates  Chief  Design  Officer  Role  3M  Guru  Porcini  Will  'Build  Design  Culture'  Spanning  Everything    From  Packaging  to    Digital  Experiences  

Creative Cities

Toward more competitive economies

CreaHve  CiHes  Network  (UNESCO)  

hNp://www.ciHesinsHtute.org/  

Measuring Creativity, Design and Innovation in the Cities

GCI Global Creativity Index

3T Driven Innovation

“The rise of the creative class” (Florida 2002). We live in a “Creative Age”. Florida’s thesis is centered on: Technology, Talent and Tolerance. He is interested in studying the concentration of “creative individuals” in different regions. The “creative class” has strong influence in making a region prosper economically.

Factor Variable

TECHNOLOGY

Global R&D investment Global researchers Global innovation The technology index

TALENT Human Capital Creative Class The talent index

TOLERANCE

Tolerance toward ethnic and racial minorities Tolerance toward gays and lesbians The tolerance index

THE GLOBAL CREATIVITY INDEX

ECONOMIC AND SOCIAL PROGRESS MEASURES

Economic output/GDP per capita Global competitiveness index Global entrepreneurship index Income inequality Human development index Happiness/life satisfaction

Inno Metrics: DCI A Design, Creativity & Innovation Scoreboard

Creative climate matters!!!

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Indicators

A. CREATIVE CLIMATE A1 CREATIVE EDUCATION A1.1 Number of art schools per million population

A1.2 Quality of educational system

A1.3 Public expending on education

A1.4 Share of tertiary education enrollment by fields of education related to culture

A1.5 Extent of Staff Training

A2 SELF EXPRESSION A2.1 Language skills A2.2 Share of population involved in artistic activities

A2.3 Self-expression values A3 OPENNESS & TOLERANCE

A3.1 Share of foreign tertiary students A3.2 Share of foreigners in employment of population aged 25 to 64

A3.3 Share of cultural employment in total employment for employees with a completed tertiary education

A3.4 Degree of urbanisation of population aged 25 to 64 (share of population living in densely-populated areas)

A3.5 Openess to other countries, share of population very interested in arts and culture in own or other countries.

A3.6 Brain Drain

Indicators

B. CREATIVITY & DESIGN

B1 CREATIVE SECTOR

B1.1 Share of creative occupation of population aged 25 to 64

B1.2. Share of knowledge workers in S&T

B1.3 Value added share of creative industries

B2 CREATIVITY IN R&D)

B2.1 National pattent applications per million population

B2.2 Scientific publications per million population

B2.3 Trademark applications by residents per million population

B2.4 Capacity for innovation

B3 DESIGN ACTIVITIES

B3.1 Importance of design staff for innovation

B3.2 Number of designers per million population

B3.3 Community design applications per million population

B3.4 Production process sophistication B3.5 Uniqueness of product design

B4 COMPETiTiVENESS iN DESiGN

B4.1 Exports design related services as a percentage of services exports

B4.2 Exports design as a percentage of merchandise exports

B4.3 Value chain breadth

B4.4 Extent of branding

CCI Creative City Index

Feel the city!!!

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Indicator Brief description Political & public framework Measures the role of political and public

infrastructure, including human resources, to 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 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 & media

Even when learning and knowledge production 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.

International Design Scoreboard

Moultrie  and  his  team  have  developed  an  internaHonal  design  scoreboard  for  measuring  the  design  capability  of  design  in  countries.    

Indicator Comments Total public investment in design promotion and support

Authors considered investment only by the 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 registrations

WIPO was the only source considered because it 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

México In the Global Creativity Index

Technology index

62 82

Global  R&D  investment  49  /82  

 Global  researchers  

49  /82    

Global  innovaHon  74  /  177  

México In the Global Creativity Index

Talent index

65 82

Human  Capital  58  over  82  

 CreaHve  Class  58  over  82  

México In the Global Creativity Index

Tolerance index

36 82

Tolerance  toward  ethnic  and  racial  

minoriHes    

52  over  82    

Tolerance  toward  gays  and  lesbians  

 23  over  82  

 

México In the Global Creativity Index

61 82

107 142

Quality  of  EducaHonal  System  

4.07 7

Extent  of  Staff  Training  

Share of tertiary education enrollment by fields: HAE = 14.6% Health = 9.7% SS, B & L = 38.7% Services 3.3% Engineering, manufacturing and construction = 19.3%

México

In the Design, Creativity and I n n o v a t i o n S c o r e b o a r d

I N N O M e t r i c s

.73% Share  of  foreign    terHary  students  

(7689)    

.78% NaHonal  InsHtute  

of  StaHsHc  (INEGI)  

8.38 Number  of  resident  patent  filings  per  million  populaHon  

73 ArHcles  per  million  

populaHon  

608 trademark  

applicaHons  per  million  populaHon  

76 142

Capacity  of  InnovaHon  

46 142

ProducHon  process    sophisHcaHon    

Uniqueness  of  product  design    

?

CO

NC

LUSI

ON

S

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.  

There  are  not  enough  approaches  to  measure  the  impact  of  creaHvity  and  design  linked  to  the  innovaHon  capacity  of  a  city.  

CO

NC

LUSI

ON

S

Informal  economy  

Community  driven  projects:    Santa  Barbara  Neighborhood  

Design  &  Crafs  MulHdisciplinary  Program  

Factories  of  Arts  &  Handcrafs    Network  

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