Design blueprint
The relationship between researchers and product designers can be a rocky one. Paul Golden looks at how market research can make sure it promotes creative thinking rather than obstructs it.

“When handled properly, [the initial exploratory phase of the research process] allows planners and developers to identify potential design territories on which to focus development of more finished (and expensive) prototypes, while providing clues as to the type of stimulus that needs to be developed for these subsequent stages – for example, the context in which consumers need to be exposed to the concepts, the level of finish required and the need for working or non-working models.”

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