Can we measure Creativity, Design and Innovation? The case of México.

2. ¿Can we really measure the
impact of creativity and
design on innovation?
Case Study: México.
Marco Ferruzca, Jorge Rodríguez
and Christof Göebel (UAM-Azc)

3. BACKGROUND
Living in a creative
knowledge era

4. Creativity & Design
have gained importance in the last years
Interest
PepsiCo
Creates
Chief
Design
Officer
Role
3M
Guru
Porcini
Will
'Build
Design
Culture'
Spanning
Everything
From
Packaging
to
Digital
Experiences
Time

5. Creative
Cities
CreaHve
CiHes
Network
(UNESCO)
Toward more hNp://www.ciHesinsHtute.org/
competitive economies

6. Measuring
Creativity, Design and Innovation in the Cities

7. GCI
Global Creativity Index
“The rise of the creative class” (Florida 2002). Factor Variable
Global R&D investment
We live in a “Creative Age”. Florida’s thesis is
Global researchers
centered on: Technology, Talent and Tolerance. TECHNOLOGY
Global innovation
He is interested in studying the concentration The technology index
of “creative individuals” in different regions. Human Capital
The “creative class” has strong influence in TALENT Creative Class
making a region prosper economically. The talent index
Tolerance toward ethnic and
racial minorities
TOLERANCE Tolerance toward gays and
lesbians
The tolerance index
THE GLOBAL CREATIVITY
INDEX
Economic output/GDP per
capita
Global competitiveness index
ECONOMIC AND SOCIAL
Global entrepreneurship index
PROGRESS MEASURES
Income inequality
Human development index
Happiness/life satisfaction
3T Driven Innovation

8. Inno Metrics: DCI
A Design, Creativity & Innovation Scoreboard
Indicators Indicators
From a rather different perspective Hollanders & Van Cruysen
A. CREATIVE CLIMATE B. CREATIVITY & DESIGN
A1 CREATIVE EDUCATION B1 CREATIVE SECTOR
A1.1 Number of art schools per million population
(2009) have proposed an ad hoc scoreboard approach.
B1.1 Share of creative occupation of population aged 25 to 64
A1.2 Quality of educational system
B1.2. Share of knowledge workers in S&T
A1.3 Public expending on education
B1.3 Value added share of creative industries
Share of tertiary education enrollment by fields of education related
A1.4 B2 CREATIVITY IN R&D)
to culture
A1.5 Extent of Staff Training B2.1 National pattent applications per million population
A2 SELF EXPRESSION B2.2 Scientific publications per million population
A2.1 Language skills B2.3 Trademark applications by residents per million population
A2.2 Share of population involved in artistic activities B2.4 Capacity for innovation
A2.3 Self-expression values B3 DESIGN ACTIVITIES
A3 OPENNESS & TOLERANCE
B3.1 Importance of design staff for innovation
A3.1 Share of foreign tertiary students
B3.2 Number of designers per million population
A3.2 Share of foreigners in employment of population aged 25 to 64
Share of cultural employment in total employment for employees B3.3 Community design applications per million population
A3.3 B3.4 Production process sophistication
with a completed tertiary education
Degree of urbanisation of population aged 25 to 64 B3.5 Uniqueness of product design
A3.4 (share of population living in densely-populated areas) B4 COMPETiTiVENESS iN DESiGN
Openess to other countries, share of population very interested Exports design related services as a percentage of
A3.5 B4.1
in arts and culture in own or other countries. services exports
A3.6 Brain Drain
B4.2 Exports design as a percentage of merchandise exports
B4.3 Value chain breadth
B4.4 Extent of branding
Creative climate matters!!!

9. CCI
Creative City Index
projects. It differs from most indexes by looking at the city
Indicator Brief description
places by exploring their urban dynamics, processes and
“The Creative City Index assesses the creative pulse of
Political & public framework Measures the role of political and public
infrastructure, including human resources, to
as an integrated whole from an insider and outsider
perspective through a series ten broad crosscutting
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
domains” (Landry and Hyams 2012).
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 & Even when learning and knowledge production
media 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.
Feel the city!!!

10. International
Design
Moultrie
and
his
team
have
developed
an
internaHonal
design
scoreboard
for
measuring
the
design
capability
of
design
in
countries.
Scoreboard
Indicator Comments
Total public investment in design promotion Authors considered investment only by the
and support 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 WIPO was the only source considered because it
registrations 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

11. México
In the Global Creativity Index
62
Global
R&D
investment
49
/82
Global
researchers
49
/82
Global
innovaHon
74
/
177
82
Technology index

12. México
In the Global Creativity Index
65 82 Human
Capital
58
over
82
CreaHve
Class
Talent index 58
over
82

13. México
In the Global Creativity Index
36
Tolerance
toward
ethnic
and
racial
minoriHes
52
over
82
Tolerance
toward
gays
and
lesbians
82
23
over
82
Tolerance index

14. México
61
In the Global Creativity Index
82

15. 107 46 76 .78%
73
142 142
ProducHon
process
ArHcles
per
million
populaHon
142
NaHonal
InsHtute
of
StaHsHc
(INEGI)
Quality
of
EducaHonal
System
sophisHcaHon
Capacity
of
InnovaHon
? 8.38
Uniqueness
of
product
design
Number
of
resident
patent
filings
per
million
populaHon
México
Share of tertiary In the Design, Creativity and
education enrollment by
fields:
HAE = 14.6%
608 4.07 Innovation Scoreboard
Health = 9.7%
SS, B & L = 38.7%
trademark
applicaHons
per
million
populaHon
7
Extent
of
Staff
Training
I N N O M e t r i c s
Services 3.3%
Engineering,
manufacturing
and construction =
.73% Share
of
foreign
19.3%
terHary
students
(7689)

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

17. CONCLUSIONS
Informal
economy

18. Community
driven
projects:
Santa
Barbara
Neighborhood

19. Design
&
Crafs
MulHdisciplinary
Program

21. Factories
of
Arts
&
Handcrafs
Network

22. 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