{"id":40692,"date":"2022-06-25T01:57:26","date_gmt":"2022-06-25T01:57:26","guid":{"rendered":"https:\/\/www.sisinternational.com\/?page_id=40692"},"modified":"2026-01-24T20:50:49","modified_gmt":"2026-01-25T01:50:49","slug":"%d8%aa%d8%b5%d9%85%d9%8a%d9%85-%d8%a3%d8%a8%d8%ad%d8%a7%d8%ab-%d8%a7%d9%84%d8%b3%d9%88%d9%82-%d9%84%d9%84%d8%b4%d8%b1%d9%83%d8%a9","status":"publish","type":"page","link":"https:\/\/www.sisinternational.com\/ar\/%d8%ae%d8%a8%d8%b1%d8%a9\/%d8%aa%d8%b5%d9%85%d9%8a%d9%85-%d8%a3%d8%a8%d8%ad%d8%a7%d8%ab-%d8%a7%d9%84%d8%b3%d9%88%d9%82-%d9%84%d9%84%d8%b4%d8%b1%d9%83%d8%a9\/","title":{"rendered":"\u062a\u0635\u0645\u064a\u0645 \u0623\u0628\u062d\u0627\u062b \u0627\u0644\u0633\u0648\u0642 \u0644\u0644\u0634\u0631\u0643\u0629"},"content":{"rendered":"

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\"SIS<\/figure>\n\n\n\n
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The term \u201cinnovation\u201d only came into everyday use at the start of the twentieth century. Since then, it has become symbolic of contemporary society. Dedicated innovation and design firms are one of the features of modern business. Some larger firms offer these services as part of management consulting<\/a>. Others select either innovation or design as their only focus. They provide expertise in this essential area.<\/p>\n\n\n\n

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Design firms often use storytelling to communicate consumer insights to their clients. Telling the story<\/a> of a brand is a critical part of building it. Science has confirmed an innate desire in humans for stories. A good story is universal, and it makes consumers feel something. Forbes has dubbed storytelling \u201cthe new strategic imperative of business.\u201d According to author Seth Godin, marketing is no longer about the stuff that you make. It is about the stories that you tell.<\/p>\n\n\n\n

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Design firms use Ethnography, a form of Qualitative Research, to gain design insights. Design Ethnographers visit participants to observe and interview them. With Design Ethnography, the researcher does not only ask people<\/a> what they want. He or she also tries to find out why people desire those things. They answer questions like, what goals are users trying to achieve? How do they do it at present? What parts do they like or dislike?<\/p>\n\n\n\n

Another form of Qualitative Research that design<\/a> firms use is Focus Groups. These groups tell the designers what they like or dislike about their product. It\u2019s best to observe these groups in real-life situations. For example, don’t show participants an artist\u2019s rendering of the design concept. Instead, let them look at a prototype of the product. After that, all the researchers need to do is to ask the right questions. In that way, they will gain the insight required to fuel the design process.<\/p>\n\n\n\n

A third method is Customer Interviews. Taking the time to interview prospective users or customers is beneficial. Researchers can talk to interviewees in person<\/a> or over the phone. These discussions help design firms to understand consumer needs. It\u2019s a chance to move away from the company\u2019s internal views and perceptions of how things are. Consumer Interviews can be quite simple. However, if they show how consumers think or behave, they can shape the direction of a project.<\/p>\n\n\n\n

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