设计思维市场研究

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Design thinking starts with a precise objective to solve a problem for the customer. Designers develop numerous iterations of solutions, ideas and prototypes to tackle intricate problems in a manner that provides value benefits the end user.  It is a discipline that uses designer techniques and sensibility to match consumer needs with new technologies.

设计思维市场研究的兴起

Coca-Cola, Apple, Nike, IBM, Whirlpool, and Procter & Gamble are all design-led companies.  Because of the extraordinary success rate of these corporations, design has progressed beyond making objects. Organizations now want to learn how to think like designers and employ design principles in their workplaces.

通过戏剧、电影、模型和情感刺激，将解决方案真实地呈现给客户，获得的洞察力更加深刻，更有价值。设计思维还可以通过更深入地了解创新的优势，从而消除创新的风险。 investing in any launch activities. Organizations can increase innovation success rates and improve creative delivery with a design thinking-led approach.

设计思维市场研究的实际用途

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设计思维可以应用于任何流程，无论规模大小。当用于市场研究时，它可以让公司站在客户的立场思考，并确定他们的真正需求。

For example, upgrading poor-quality photos on a website, and changing a website’s rating system can fundamentally transform the online experience on popular websites.   It can transform a customer experience from a lackluster transactional experience to one that passionately connects with customers’ hearts.

To inspire design, guidance, and action, we conduct:

• 民族志
• 共同创造
• 焦点小组
• 深度访谈

The beauty of design thinking market research is that it is forward-thinking and aims to create a better future, in addition to solving a single problem.   

为什么设计思维市场研究很重要？

斯坦福大学哈索-普拉特纳设计学院（俗称 d.school）提出了设计思维的五阶段模型：

• 同情消费者
• 定义——消费者的需求（他们的问题以及解决这些问题的见解）
• 构思——挑战假设，提出创造性、创新性的想法和解决方案
• 原型——设计真实可行的解决方案
• 测试——解决方案

This five-step model emphasizes the human element. It begins with companies listening to the consumers to find out what their needs are and developing solutions to make life easier for them. The solutions are carefully modeled and tested to ensure that the end user is satisfied.

使用这一流程的最佳案例之一是苹果公司，过去十五年里该公司持续推出了一系列人们即时渴望获得的产品 - iPod、iPhone、iPad、iMac - 使其成为全球市值最大的公司，并巩固了其作为史上最伟大品牌的地位。

Why Design Thinking Market Research Can Be Useful

In the face of growing uncertainty, the old tools of planning and analysis as a marketing effort or a method to manage business are less and less efficient. Marketing also faces uncertainty, and as a discipline,is too dependent on “best practices” that are becoming less effective or relevant. Design thinking is excellent because businesses can apply the same methods to other challenges that aren’t interactive or physical.

时代变了。沟通方式变了。消费者行为也变了。企业如果想跟上潮流，就必须顺应这些变化。设计思维应对新沟通方式和现代消费者行为的挑战，并使其变得易于管理，使企业能够看到核心问题。

Design thinking offers researchers a more profound understanding of their customers as individuals, because of its human-centered, iterative approach to the difficulties they experience and its emphasis on making innovative concepts feel real.

这使得实用、直观的产品开发和研究设计的兴起成为可能。