As we launch our 2020 survey we unpack why research (and empathy) deserve a deeper focus.
In order to better contribute to their organisation’s goals, design teams need to have a deeper understanding of their audiences and contexts. They need rich and relevant information about people, their behaviours, views, needs, goals, and the roles that products and services play for them.
As we learnt from our survey, the most effective design teams have integrated design and research capacities. Therefore, research should be a regular activity that informs design on different levels. Not just an evaluative activity.
At the same time, designers need to have a clear understanding of their organisation and its context. In this way, they’re better prepared to participate in strategic definitions that are impactful and valuable for both, business and people.
We have just launched our 2020 survey that builds on these findings - it should take around 10 minutes and we’d really appreciate adding your voice and sharing with your wider team.