Chris Rockwell as published his presentation entitled People Can’t Tell You What They Want (and nine other design research myths) to slideshare. Here are the ten myths he discusses:
- Design Research constrains true innovative thinking.
- People Can’t Tell You What They Want.
- We’re inventing something never seen before so research isn’t applicable.
- Qualitative and quantitative research are opposites.
- Ethnography is the best research technique.
- Participatory design research is superior to ethnography.
- Focus groups aren’t useful.
- The research team owns customer insights.
- Designers can’t design until the research is complete.
- When the research is done, you know everything you need.
I found this very interesting, not only to confirm my own views on some of these points, but also because each point is tackled with simplicity and style. I wish I had had this presentation on hand when talking to a few clients in the past :)
Thanks to Rob Tannen for the tip.
