Why You Shouldn't Wash Your Hand's of Researching Design
Fiona JackGreg Bohlen
INTRODUCTION
In this paper we demonstrate the key role qualitative research has played in helping to develop and build the Kimberly-Clark Away From Home sector as an innovator in its field. We also highlight some general learning about researching design, and illustrate this with material from a recent international study undertaken by Kimberly-Clark.
Researching innovative concepts particularly new designs has traditionally been a difficult area for research. Consumers are often conservative in their tastes and shy away from novel designs simply by dint of...