Engineering the products people need [Business Week]

“I have been teaching mechanical engineers the process of design for more than 15 years. Traditional engineering design courses focus on technology and not context. The result is a downstream focus on making a design work rather than on identifying the best design in the first place.

By teaching engineering students qualitative methods to understand the market, such as ethnography and task analysis, and then converting that understanding to a value-based product specification, the downstream process becomes more efficient and effective.”

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