“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.”

Technology First, Needs Last