Jan Chipchase, Frog Design’s Executive Creative Director for Global Insights, continues his argumentation on the importance of corporate design research.
After a somewhat confusing introduction (it’s very much for insiders), Chipchase focuses on the core issue: a backgrounder on the role of design research / ethnography and some of the nuances of the approach “that make the process one that is rewarding for the individuals concerned, their communities, our teams that conduct the research and employer, and ultimately the client.”
> Read also this interview with Chipchase in The Hindu
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