Design Thinking has been successfully used in Research. Read case studies and other thought leadership articles about the use of design thinking in Research on this page.
In order to uncover the latent needs of people, it is necessary to understand the role of our subconscious in decision making. Once this is clear, it will become apparent why focus group research just won't deliver the insights you need. As humans, we are basically running on auto pilot. Unless you are observing the process of decision making, it is unlikely that you will find out how people behave when purchasing something.
What TQM did for quality, design thinking can do for organic growth and innovation. Because design thinking brings more than just a set of principles; it also brings a methodology and a collection of tools that can help us realize our aspirations.”
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