Should Design Firms Be Paying Less Attention to Focus Groups in the Research Process?

June 15, 2012

As a product design firm, we devote much of our time to the design research process when working with our client’s. We have always believed that the most important aspect of any research program is to immerse ourselves in the life of the user and understand and connect with their emotions. We read an article on Fast Company today that speaks to this point, and how empathy outweighs market research.

“Like a method actor, pretend you’re the consumer. Then, ditch the empathy and adopt blind confidence in the decisions you’ve made, argues Michael Raisanen.”

It’s a great article, and, however you choose to conduct your research, it’s important to remember that your analysis of the research is as, if not more, important than the research itself. You can read the full article here.

Spock - the master of empathy (photo from

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