Consumer research and the innovation process

Appropriately planned and timed research can inform, focus and maximize creative efforts. To ensure a high probability of success, it is important to check in with consumers at appropriate points in the process. Without research, designers are left to draw on their own experiences and sensibilities, which may or may not align with the target consumer.

消費者研究和創新過程。適當計劃和及時進行的研究可以指導，集中精力並最大程度地發揮創造力。 為了確保成功的可能性很高，在此過程中的適當時間與消費者進行簽到非常重要。 如果不進行研究，設計師將只能依靠自己的經驗和敏感性來適應或不適應目標消費者。

Source: greenbook.org