Donald A. Norman Quote
The debate is not useful. All groups are necessary. Customer research is a tradeoff: deep insights on real needs from a tiny set of people, versus broad, reliable purchasing data from a wide range and large number of people. We need both. Designers understand what people really need. Marketing understands what people actually buy. These are not the same things, which is why both approaches are required: marketing and design researchers should work together in complementary teams.
Donald A. Norman
The debate is not useful. All groups are necessary. Customer research is a tradeoff: deep insights on real needs from a tiny set of people, versus broad, reliable purchasing data from a wide range and large number of people. We need both. Designers understand what people really need. Marketing understands what people actually buy. These are not the same things, which is why both approaches are required: marketing and design researchers should work together in complementary teams.
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