For manufacturers, it’s easy to focus on performance specs, technical capabilities, and product reliability.

But if your customers struggle to use the product or don’t use it the way you expected, none of that matters.

That’s where a usability stud...

Early in my career as an industrial designer, I believed that great design was the key to success. If a product was well-designed, if it looked good, functioned flawlessly and felt intuitive, then people would naturally buy it.

I spent hours refinin...

For manufacturers who are new to research, it can feel overwhelming to start conducting market research. Here’s your guide to determining which method to use and why.

To begin, there are two main types of research.

Quantitative research involves co...

Concept testing offers invaluable insights that can significantly influence a product's success trajectory. By conducting this testing early in the engineering phase, manufacturers can get timely insights from customers that enable them to adjust the...

One of the challenges of conducting research in the B2B market is finding the right participants for research. As researchers, we want to immerse ourselves in the users’ environment and see first hand the tasks they perform on a daily basis. Ideally,...