Conflitos entre as perspectivas do mercado profissional e do mundo acadêmico sobre o papel do design estratégico

Abstract

Strategic design has been increasingly promoted within both educational and corporate institutions, leading to various interpretations of the concept. Within this context, and recognizing the differing perceptions of strategic design in academia and the job market, this study addresses the need for alignment and uses this inquiry to develop the research. This dissertation investigates the necessity of bridging these two worlds, aiming to understand the views and challenges related to strategic design, as well as the expectations of both academics and professionals, discussing their relationship and promoting a more cohesive articulation. The research employs an exploratory approach, utilizing qualitative methods to examine the challenges and perceptions surrounding the topic. In-depth interviews were conducted with students and professionals in the field, and the data was analyzed using content analysis, along with a focus group that aimed to synthesize the findings into a visual model. This model consolidates the focal group's findings on the challenges and potential of strategic design and designers, offering suggestions to facilitate alignment. The key findings are divided into three main categories: the first addresses the specificities of strategic design in the relationship between the market and academia, the second discusses the legitimacy crisis regarding the designer's role as a professional and its derivations, and finally, the study revisits the expectations of both academics and professionals in the field, connecting these insights to future recommendations.