Cooper: Design Research: Why you need it
Cooper: Design Research: Why you need it"The problem is not with the market research, which is a necessary first step to rolling out a new product. Rather, the culprit is an absence of a true understanding of the people who will ultimately use the product. Just as important as market research, design research is a necessary ingredient for creating, developing, and delivering a successful product. Marketers need solid market research to guide their decisions about product positioning, revenue potential, and target markets. Likewise, designers need solid design research to guide their decisions about the product's interaction framework, feature set, and overall appropriateness for its users."
Permalink | Monday, March 10, 2003
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