All too often, business leaders project their own opinions and beliefs on others within the business. They fail to recognize that their own deep knowledge of the business is not a substitute for really understanding the behaviors, needs and motivations of people inside that domain.
In this video, we discuss how design research goes further than focus groups and surveys to reveal critical insights. Design research not only focuses on what your employees and customers say they need, but also delves into why they believe what they do. That’s a big difference.