Summary
IDC forecasts that companies will spend $2.3 trillion a year on digital transformation efforts in the next four years. That money will pay for new technology investment, professional services firms, and the salaries of people like us. This massive industry is driving tremendous new value, but also creating inequality and downstream social effects that we can barely predict. What should researchers’ responsibilities be in this digital transformation economy? And are we fully living up to them? In this talk, Leah Buley will explore what the field of research looks like today and how our skills will need to evolve for tomorrow.
Key Insights
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The evolution of animation under Walt Disney demonstrates the rapid change in creative fields; similar advancements in research practices are necessary.
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Research methods have evolved but may not be keeping pace with technology's growth. Emphasis on diverse methodologies is crucial for future progress.
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Digital channels are overtaking traditional methods; organizations must adapt their research to focus more on digital realities.
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Most service design work is now digital-centric, reflecting a shift in the industry towards online experiences and platforms.
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Greater emphasis should be placed on long-term impacts and systems thinking in research to understand broader societal changes driven by digital.
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New research methods need to borrow techniques from various disciplines (e.g., journalism, ethics, urban planning) to better predict outcomes.
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The pandemic highlighted the necessity of effective digital services and design, emphasizing their role in fostering community support and information sharing.
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Organizations must consider both positive and negative consequences of their digital solutions on various communities.
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There's a critical need for researchers to embrace a broader curiosity about how digital influences human experience.
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Companies should focus on validating that their products genuinely benefit users, moving away from purely functional metrics.
Notable Quotes
"Disney was all about theme parks but he had a massive impact on the craft of animation."
"Traditional research hasn't advanced as quickly as the technology it supports."
"The majority of service design work today is pointed towards digital solutions."
"Our responsibility is to help ensure that digital channels are used appropriately."
"Research practices must evolve to encompass predicting the impact of digital on real life."
"We may need to borrow from other fields to better understand future changes."
"The digital crisis complex is driving frenetic purposelessness in many organizations."
"We have seen digital services become a lifeline during the pandemic."
"Digital innovation now impacts everything from individual products to large-scale economic changes."
"Human-centered design must remain at the forefront as we navigate digital advancement."
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