Designing without insights is…

  • … guessing
  • … a recipe for disaster
  • … shooting in the dark
  • … only effective by pure chance, which happens rarely
  • … unfortunately, all too common
  • … stupid.

pasted-image-0-2Designing without insights is not…

  • Brave (don’t believe the Hollywood crap)

In real life, no research = a kiss of death.

PS. To do it the right way, you can start with Qualitative research: 5 ways to find out what your customers (truly) want.