Causality between Design Direction and Net Promoter Score: An opening how to govern design more analytically by combining excisting structures

Business development is striving for more certainty by creating softwares to analyze trends and figures. Parallelly there also seems to be a trend to increase certainty in design by gathering more data. It is not only challenging, but also a paradigm shift. Being a concept of auteurship, design is driven by the creative process and by the human expression where solutions are attributed by the designer. From this point of view design is highly ambiguous. On the other hand, it has been proven that design solution and the impact of design is improved by developing more precise design briefs and by having more conscious design direction. This development is also structurally embedded in current design ROI discurse. Do design need its own initial data or could excisting business engines, such as Net Promoter Score, be utilized as design attribute tools