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  • User Research and Market Research. What is the difference?

    These two fields are somehow very complimentary and usually within big organisations they tend (or should) be working together and in alignment. However, the areas of expertise, the type of information collected and the type of questions that they answer are different. Which one should be used for what? While usually market research informs marketing-related…

  • The value of using empathy maps

    Creating an effective solution requires understanding the true problem and the person who is experiencing it. The exercise of creating the map helps participants consider things from the user’s perspective along with his or her goals and challenges. An empathy map is a simple, easy-to-digest visual that captures knowledge about a user’s behaviors and attitudes.…

  • How user research helps you build better solutions?

    What is user research? In a nutshell, user research is the method used to gather and understand people’s behaviors, motivations and attitudes in general or towards a specific topic. It’s used in different business areas and it has become more popular in the recent years because many digital companies use it the process of design,…

  • Why a user-centred approach can help secure your investment?

    Imagine that one day you decide to start a new business, you will start making chairs! You have some ideas of how you want to design them, the materials you would like to use and how you are going to sell them. You get started, you buy everything you need, you invest time, energy and…

  • How to run an ideation session using social trends

    In a previous article [LINK] I talked about the importance of social insights and trends to foster innovation. Today I’m going to focus on the ideation phase only. This can be used for any initiative aimed at driving a future-thinking mindset and to future-proof your ideas, projects and initiatives. Where to start from? Let’s start…

  • 5 steps to foster innovation with social research

    Nowadays, it’s not possible to consider a product, service or solution that is designed without using a human-centered approach, at least if it’s aimed to be used by humans!  If you want to be innovative, that becomes even more crucial. Let’s start by the beginning… What is exactly “innovation”? This is somehow a fuzzy term,…

  • What is Design Thinking and why is it so popular?

    Design Thinking is a design methodology based on applying a solution-based approach to solving problems, especially when those are complex or even unknown. One of the most relevant characteristics of this methodology is that it puts humans in the centre of the whole process and focuses on understanding their needs and problems. Why it has…