“I’ve come to a disconcerting conclusion: design research is great when it comes to improving existing product categories but essentially useless when it comes to new, innovative breakthroughs.”
Take a look at the powerful inventions that have changed society and ask what role design research played:
- The Airplane
- The Automobile
- The Telephone
- The Radio
- The Television
- The Computer
- The Personal Computer
- The Internet
- SMS Text Messaging
- The Cellphone
What role did design research play? What role did marketing research play? No role. All were driven by technology.”