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Class Fall 2015 readings covered thought-leaders, new concepts, cars, bicycles, aircraft engines, and more...and also offered insights into how people think when they are designing new products. It's also important to know how the customer might or might not be thinking about what they use now or may need in the future.
A quote attributed to Henry Ford helps to explain:
"If I had asked people what they wanted, they'd have said 'faster horses."
And Steve Jobs is said to have commented on using focus groups for new products and design:
"It's really hard to design products by focus groups. A lot of times, people don't know what they want, until you show it to them."
Class readings & videos focus on design and development for a potential customer-consumer. They have parallels in business literature that reinforce how customers react to design & change.
Use this guide's tab Marketing Research–Readings & Videos Fall 2015 to see how to take those class reading & video concepts or similar ones from a news item or journal article, and use them in a business database to gather related information that can help shape your future projects.