How design thinking allows market research to take the lead and become an innovation powerhouse

Semiconductor and software design company Arm Holdings and global insight agency Northstar championed Design Thinking (DT) to better understand the relationship between youth and tech, leading to the design of a cyberbullying prevention app.

Introduction

The research and development (R&D) sector is worth $1.7 trillion. Market research (MR) should be central to this. But currently, it is not. At best, we are a small component in the larger innovation machine. And often, we are completely ignored.