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Researching creative companies: lessons learned from a risk in design project

Abstract Five small creative companies were studied in detail over extended periods of the New Product Development (NPD) life cycle. Design was a key aspect of company activity and central to the NPD process. A novel participatory methodology was developed and employed to identify perceived risks at the outset of NPD and to track risk thereafter. The methods used were partly determined by the nature of the companies, their work pattern and ethos and activities, though all companies shared a process by which objectives were agreed upon at the outset and reviewed regularly. Novel participatory research identified key data themes reflecting human-centred risk processes in small companies. It is unlikely that these themes would be captured using conventional survey techniques.