**3. Research approach**

A variety of authors have recommended to focus on the FEI in the eco-innovation literature in the last decade [17–27] However, with few exceptions [17, 28], little attention is given in the literature regarding the design brief process in the FE in relation to sustainable product innovation. There is still insufficient comprehension of this important matter.

Previous research by Boks [29] has identified the use of environmental checkpoints, reviews, milestones, and roadmaps as an important success factor regarding the integration of sustainability considerations in the early stages of the product development process. As the design brief can be seen as a roadmap and project-tracking tool that defines the various steps that will be followed [3], the assumption was made that the design brief can play an important role in achieving this.

The research in this chapter describes a first exploratory study to fill this gap. It aims at gaining understanding on how environmental sustainability is integrated in the design brief in the FEI. Based on the insights from the literature and previous explorative studies [19, 27–29], the research questions can be formulated in order to address the research objective as follows:

How frequently do companies add environmental sustainability in their design briefing? (1a).

If they do so, which ecodesign principles are requested in the design brief? (1b).

The answer to question "1a" will teach us how frequently environmental sustainability elements in the design brief are mentioned in the data sample. Question "1b" on the other hand will help us to understand in more detail what ecodesign principles are used. Seeking a plausible explanation for the reason as to why certain ecodesign principles are more frequently mentioned in the design briefs than others can only be answered by firstly regarding the design briefing process in the FE, as

**63**

*Integrating Sustainability in the Strategic Stage of an Innovation Process: A Design Brief…*

there is little research to date on this topic. By having insight into this design briefing process, it would be possible to define the entry points for sustainability and key factors for integrating sustainability in design brief. As such, the next research

How is the design briefing process established in the FE of an innovation

And what are success factors for integrating environmental sustainability in the

Three exploratory studies have been conducted with a focus on Belgium SMEs and large enterprises within various industries to answer the questions above. In order to enhance the credibility in the findings, a between-method triangulation

Because relatively little research has been conducted regarding environmental parameters in a design brief and the design brief process, preference went to a qualitative approach, since the focus lies on a small sample to try to look at a range

In the first study, a content analysis of 80 industrial design briefs from 62 Belgium-based companies was used as research methodology. The found ecodesign elements in the design briefs were typified and assigned according to the Ecodesign

In study 2, a focus group was organized with representatives from 14 Belgium SMEs and large enterprises, in combination with a double in-depth interview with two Belgian chief executive officers (CEOs). These participatory methods were chosen for some particularly reasons; it allows participants to question each other and to elaborate upon their answers. The participants can develop and influence each other's ideas and opinions in the course of discussion. It is also useful when there is a desire to learn more about consensus on a topic and when one is interested in complex motivations [1]. The research procedure is explained in detail in the next

Sleeswijk Visser et al. [31] have shown the relationships between the various forms of data gathering and their ability to access different types of knowledge. Corresponding with these insights, a mix of different research techniques are used in this study in order to get access to the following levels of knowledge; explicit (interview), observable

A design brief is an essential communication paper between the company and the design bureau. It generally gives an accurate insight in the sustainability ambition a company has for their future product or service. But how often do corporations add ecodesign topics in their assignment? If they do so, which ecodesign

To answer these questions, a content analysis of 80 industrial design briefs from

62 Belgium-based companies was used as research methodology. Among those companies, 50% was categorized as small and medium-sized enterprises (SMEs), 41% as large enterprises, while the other 9% were classified as "other" (knowledge institutions, government, universities, or associations of industry-specific institutions). The European definition (EU, 2003) was used to categorize the SME businesses. According to this definition, the main factors determining whether a

(content analysis of the 80 design briefs), and tacit/latent (focus group).

**4. Study 1: The analysis of 80 design briefs**

principles are requested in the design brief?

**4.1 Research approach for the analysis of 80 design briefs**

Where are the entry points for sustainability? (2b).

was chosen by involving three research methods.

of interconnected processes and causes.

*DOI: http://dx.doi.org/10.5772/intechopen.89604*

questions were formulated:

process? (2a).

design brief? (2c).

Strategy Wheel [30].

sections.

there is little research to date on this topic. By having insight into this design briefing process, it would be possible to define the entry points for sustainability and key factors for integrating sustainability in design brief. As such, the next research questions were formulated:

How is the design briefing process established in the FE of an innovation process? (2a).

Where are the entry points for sustainability? (2b).

And what are success factors for integrating environmental sustainability in the design brief? (2c).

Three exploratory studies have been conducted with a focus on Belgium SMEs and large enterprises within various industries to answer the questions above. In order to enhance the credibility in the findings, a between-method triangulation was chosen by involving three research methods.

Because relatively little research has been conducted regarding environmental parameters in a design brief and the design brief process, preference went to a qualitative approach, since the focus lies on a small sample to try to look at a range of interconnected processes and causes.

In the first study, a content analysis of 80 industrial design briefs from 62 Belgium-based companies was used as research methodology. The found ecodesign elements in the design briefs were typified and assigned according to the Ecodesign Strategy Wheel [30].

In study 2, a focus group was organized with representatives from 14 Belgium SMEs and large enterprises, in combination with a double in-depth interview with two Belgian chief executive officers (CEOs). These participatory methods were chosen for some particularly reasons; it allows participants to question each other and to elaborate upon their answers. The participants can develop and influence each other's ideas and opinions in the course of discussion. It is also useful when there is a desire to learn more about consensus on a topic and when one is interested in complex motivations [1]. The research procedure is explained in detail in the next sections.

Sleeswijk Visser et al. [31] have shown the relationships between the various forms of data gathering and their ability to access different types of knowledge. Corresponding with these insights, a mix of different research techniques are used in this study in order to get access to the following levels of knowledge; explicit (interview), observable (content analysis of the 80 design briefs), and tacit/latent (focus group).
