Design is sexyâbut the bedrock of consumer insight upon which it rests? Not so much.
Although almost every brand conducts consumer research when it embarks on a design initiative, few talk openly about its critical role in the creative processâor how research itself is changing for the better.
Historically, many large brands have skimped on robust research that would help guide creative strategy at the beginning of the design process. Instead, theyâve doubled down on heavy-duty research, such as shelf tests intended to simulate store environments, at the end of the process to validate their chosen design routeâmuch too late in the game to provide meaningful direction to creatives.
