Why I do it
“Something must have form to be seen but must make sense to be understood and used”.
The vast knowledge users behold is priceless
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!
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