Well this is an interesting topic that didn’t evolve. I bet we could use the help from business and marketing people. Maybe the problem is a lack of dialog…
There was an article related to this subject a few months back. I think that the main problem is that design managers don’t see the value for this. It is seen as a waste of time. Measuring “RODI” as a historical record, does not give you the tools to predict if the option A or B will sell better in 2 years from now. Measuring the past to predict the future market behavior in a context of constant change and innovation will not work.
I know that, as designers, would be really nice to measure RODI beforehand. I also know that being able to measure something is better than nothing, but we have to come up with something new, not based on historical data.
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