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

Nicholas Lee Jianhao, Alex Wilman

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. This shouldn't be the case.

This paper challenges the MR industry to take more of a lead in innovation for the businesses we serve, by embracing design and design thinking (DT). Doing this will significantly elevate MR, both financially and in terms of our strategic importance.

This paper will outline:

  • The reasons why the role of MR in...

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