The clearest finding in Design Diagnosis is the difference in the degree of innovation between companies that use design in their business processes and those who do not do this.

69% of the companies that use design in their business development have developed new products or services in the last three years. (Among companies where design is very central, the number is 79%.)

The difference is striking

28% of the companies that are not active in their design use have developed new products or services in the last 2 years.

The following main branches of industry were interviewed:

• Industry
• Trade
• Financial services
• Service
• Other services

The percentage of active design users varies from industry to industry, but the relative tendency is the same as the main result shows.

In a similar survey in the UK from 2004-2005 a similar pattern was found. There, three times as many companies with design integrated in their work processes carried out development, compared with the total picture in the English business market (Design Council 2004-2005, ‘Design in Britain’).