Measuring the effect of steering techniques on value creation in architectural design

In developing a research design to find an empirical connection between steering activities and value creation in architectural design, some methodological difficulties were encountered. Therefore an explorative research approach has been chosen. This paper reflects the preliminary findings and reflections of this approach. The first step in the research consists of observing design teams participating in design competitions and relating these processes to the judgement of the jury. This semi-experimental research design covers an essential part of in the initial phase of the design process - the concept design. In the field of architectural design management it is hard to find empirical evidence which describes the actual effect of steering designers. Only in product design has an example of a scientific study been found that actually traces a positive relationship between total quality management, design management and product quality. During the design phase a distinction can be made between instrumental steering, which implies the use of tools and techniques to distribute design information, and human steering which refers to leadership and interpersonal skills. Architectural value can be seen as the sum of its complementary parts or more holistically as a whole. The hypothesis of this paper is that different kinds of steering influence different kinds of values.