Cooper: Design Research: Why you

Cooper: Design Research: Why you need it: for a business audience: “Ever notice how often a product that makes a huge splash at tradeshows fizzles in the marketplace? The story goes like this: Product is introduced at show to much fanfare. News media gives Product lots of press, and consumers everywhere express interest in Product’s features and capabilities. Product hits store shelves – and stays there. Some early adopters purchase Product, but it never penetrates into mass consumer markets.
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designers must lead—or at least participate in—user interviews. Simply handing them a report generated by someone else is not nearly as effective.” Yes yes yes. There is also a good discussion of why companies don’t do design research (a phrase I will start using – it nicely distinguishes it from validating research like most usability tests).

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