Skipping Design Research Can Be Costly
Skipping design research can be costly. For example, high-end German automobile manufacturers were stunned when U.S. customers would not buy cars without cup holders. While drinking coffee in the car seemed unthinkable to Europeans, it wouldn’t have taken much design research to learn how important it is to U.S. car buyers. The manufacturers, forced to retroï¬t, created some of the most complex, expensive, unreliable and … [ Read more ]
Subjects: Innovation, Marketing / Sales