/ Caliber Index / IDEO
IDEO
Design / Innovation · Design thinking + innovation
B+
Good (B+) — Consultancy Caliber Grade
IDEO is the category-defining design thinking firm. Strong on innovation methodology (the Five-Stage Design Thinking framework). Multiple-year leadership transitions and 2022-2023 layoffs reflect category contraction post-pandemic. Methodology rigor and talent quality remain category-leading despite operational pressure.
85
Composite / 100
Where this grade comes from.
Outcome Track Record
B
Pricing Honesty
B
Conflict of Interest
A-
Talent Quality
A-
Methodology Rigor
A
Key events & disclosures.
- Design thinking category creator
- Multiple rounds of layoffs 2022-2024
- Tim Brown transition from CEO to advisor
- Category contraction post-pandemic
/ Best for
Innovation methodology engagements, design thinking-led product development, and brand-experience strategy.
/ Watch out for
Operational restructuring 2022-2024 has produced senior-talent departures. Verify the project team's tenure and partner involvement.