The role of marketing research is to work with product or service consumers to understand their needs and desires, while designers are often asked to use the marketing research results. So why have I never seen a marketing study targeting designers to find out how marketing research can benefit them? The answer may be because it can't. Design research and marketing research are far from interchangeable. While both are intended to help us understand people, their raisons d'être are very different. Accordingly, so are the ground rules that govern the two. Yet more than three decades after the inception…
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