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Purpose

The purpose of this paper is to examine a program, managed by the UK's Design Council, aimed at helping to overcome previous barriers to effective technology transfer which is now underway.

Design/methodology/approach

The paper looks at the program, the Innovate for Universities initiative which is intended to enable researchers and scientists to apply design strategically, and early.

Findings

The paper finds that the program is providing 24 fledgling technology projects, at six of the UK's leading universities, with 12 months of intensive design mentoring and support, including regular one‐to‐one visits and “design clinics”. By introducing teams of designers into the technology transfer offices of the universities, the Innovate for Universities initiative is intended to enable the researchers and scientists to apply design strategically, and early. The key being to use the designers' strategic advice and ability to help focus the technology development around the needs of real people, and so ultimately create enduring new solutions and businesses.

Originality/value

The paper provides useful information on the Innovate for Universities initiative, intended to enable researchers and scientists to apply design strategically, and early.

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