The role of audience research in design


21 September 2015

Inside of a car

Spend less time on this shit and more time making better cars


There’s no point asking people what they want  —  because they don’t know


Knowing that the buyer of their next car is a rich suburban housewife with 2.4 children won’t help them to make better cars

The ultimate goal of audience research is to promote and deliver customer focus right from the outset of a significant design project. By providing the tools and understanding to support innovation, a user-centred approach can inspire opportunity and provide much needed context for the development of products and services.

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