Marco Ferruzca

¿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 creativeknowledge era

Creativity & Designhave gained importance in the last years

Time

Interest

PepsiCo Creates Chief Design Officer Role3M Guru Porcini Will 'Build Design Culture' Spanning Everything From Packaging to Digital Experiences

CreativeCities

Toward morecompetitive economies

Creative Cities Network (UNESCO)

http://www.citiesinstitute.org/

MeasuringCreativity, Design and Innovation in the Cities

GCIGlobal 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.

Inno Metrics: DCIA Design, Creativity & Innovation Scoreboard

Creative climate matters!!!

Fro

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CCICreative City Index

Feel the city!!!

“Th

e C

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).

International Design Scoreboard

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

MéxicoIn the Global Creativity Index

Technology index

6282

Global R&D investment49 /82

Global researchers49 /82

Global innovation74 / 177


Talent index

6582

Human Capital58 over 82

Creative Class58 over 82


Tolerance index

3682

Tolerance toward ethnic and racial

minorities

52 over 82

Tolerance toward gays and lesbians

23 over 82


6182

107142

Quality of Educational System

4.077

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,manufacturingand construction = 19.3%

MéxicoIn the Design, Creativity and Innovation Scoreboard

INNO Metrics

.73%Share of foreign

tertiary students (7689)

.78%National Institute

of Statistic(INEGI)

8.38Number of resident

patent filings per million population

73Articles per million

population

608trademark

applications per million population

76142

Capacity of Innovation

46142

Production process sophistication

Uniqueness of product design

?

CO

NC

LU

SIO

NS

Yes, we can measure creativity, design and innovation with existing frameworks but the picture is not complete…you have to live the city.

Existing frameworks does not capture the whole creative 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 creativity and design linked to the innovation capacity of a city.

CO

NC

LU

SIO

NS

Informal economy

Community driven projects:

Santa Barbara Neighborhood

Design & Crafts Multidisciplinary Program

Factories of Arts & Handcrafts Network

National Center of Innovation and Craft Development:

- You can buy handcrafts- Kids learn craft techniques &

legacy- Laboratory for developing new

techniques- Supported by public

administration