It seems intuitive: businesses succeed by designing products and services that meet specific needs of their consumers. These companies put themselves in the shoes of the people they wish to serve and try to determine what those people most need and want in order to give it to them in the most profitable manner possible.
It seems strange then that historically these same companies have not designed their market research projects in the same way (i.e., giving avid attention to their customers’ opinions, motivations and unique sets of knowledge). Instead, they’ve allowed traditional scientific principles to dictate their research design, with researchers determining the kind of survey or website or focus group experience a consumer might like instead of asking him himself. It’s a system that has frequently irritated customers who felt misunderstood, frustrated and even angered by a tone-deaf company neglecting their preferences and experiences while at the same time asking for their help.
What is Human-Centered Design for Market Research?
Fortunately, the last decade has seen a marked shift toward more human-centered design across all processes and all industries, including the market research one. Burgeoning technologies like social media, big data and a bevy of other ways to interact with and in a market make it easier for market researchers to meet with and listen to consumers, identify problems and test solutions 24/7 and across countless, easily accessible platforms. Relying on a single mode to interface with consumers is no longer necessary or even preferred. The result: market research design has moved away from a “one size fits all” ideology to a more specialized one with multiple options for connecting with and providing value to consumers. Customer needs, rather than tradition, now more often serve as the necessary criteria dictating not just production design, but also the way in which a company performs at every consumer encounter.
Why Use It?
Human-centered design is a process that seeks to create solutions for people based on their own unique needs. When people have their needs met, they feel good. So, by focusing on consumers, businesses can facilitate meaningful encounters with them, both satisfying their needs and prompting positive brand perceptions from them that translate in to greater profitability. Listening also shows respect. Put simply, it’s a win-win situation for everyone. Who wouldn’t appreciate that?
Ready to Learn More?
Capitalizing on human-centered design for market research might seem like a no-brainer, but it’s not always as easy as it might seem. Meeting consumers in the right place at the right time to get the right information takes skill and practice. Our team at Communications for Research (CFR) has experience and can help your company make the most of your budget and time, getting actionable results without wasted effort. Contact us for more information:
