…ces, the fascinating details, and the meaty stories are impossible to capture with hard data alone. Qualitative research can unlock a whole world of inspiration to draw from. It can open up a team’s eyes and hearts to things they may not have anticipated or even thought about before.
…garnered from respondents, we could hone in on which aspects of our design were successful and why. Unlike a more traditional approach where we have phases focused on learning, synthesizing, building, evaluating, and then iterating, we were able to collapse them together to turn research and design into a single activity.