Someone appreciably smarter than myself stated that users should not be viewed as being the passive receivers of objects and services. Instead, they should be seen as the bearers of a vast knowledge which is worth a great deal to designers and researchers. Someone else equally intelligent also said that knowledge is power...

It is for this reason that as an industrial designer I began involving users, at one point or another, during the design process and why I have evolved into a Design Researcher and then Consumer Insight and Market Consultant. Whether it is to build a convincing scenario, create a realistic customer journey, test a concept or evaluate a protoype, or understand a brand's equity or the future price placement for an entire product portfolio, I firmly believe that understanding what triggers meaning in consumers can be leveraged to ignite innovation.

Also, last but not least, I think it's great fun!