One source of information that can lead to the development of new products and services is market and research data. This can mean the outputs from companies’ own internal marketing, consumer insight or research teams, who commission and manage regular information and data from key target customer groups.
It involves tracking perceptions and attitudes related to the company, its products and services, brand perceptions and customer satisfaction, and is also likely to include competitor analysis, and gathering feedback on the commissioning company’s performance and reception in contrast to that of their competitors.
Through the analysis of such data by designers and other members of a project team, gaps in the market and areas for improvement and innovation are identified.
Future trends
While timely and regular market and research data can help to identify user needs and future trends, there is equally a need to anticipate future user or consumer needs. In order to address the requirement for information of this type, specific future-focussed or trends analysis is often used.
Particular topics of interest here revolve around:
- Consumer behaviour and preferences in relation to the product or service offered by the company
- New modes of communication
- New service needs that may emerge on the basis of social, economic or environmental changes
The breadth of focus here opens up the possibility of a wide range of impacts on companies’ products and services – from complete product innovation (in response to issues such as global warming or technological changes), to styling preferences such as colours, finishes, materials and textiles.
An example of a design process involving the anticipation of future user needs is Sony’s development of the mylo personal communicator. The mylo was designed to use the many WiFi networks that are being installed in offices, university campuses and towns across the world, and its design involved understanding and anticipating the needs of a user 'on the run'.
Similarly, Whirlpool's conceptual research initiatives have involved studying future trends in food sourcing, storage and preparation.
Finally, at BSkyB the Research & Development team are a future-focussed group who look for new cabling solutions, and ways of using technological advances to provide better service solutions in customers’ homes.
Next steps
See how user research gives direct insight for new and better designs or jump to the Define phase