When it comes to creating products, experiences, or solutions, marketing can help provide qualitative data. In addition, it is about great storytelling and building awareness for a specific demographic using a set of activities or strategies. However, marketing doesn’t tell researchers what specifically the problem is or how to solve it. Consumer research is limited in its scope because people have a hard time expressing their desires through surveys or focus groups. That’s where design thinking comes into the picture.
The intensity of the design thinking process allows researchers to empathize with the intended audience and immerse themselves in the needs and wants of the end user. The insights gained from these exercises can be of immense value as you begin to understand what problem is and how to solve for it. Design thinking allows you to dig deep for “unarticulated needs” by asking why multiple times while constantly re-framing…
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