Why do I love design research? Two reasons:
- Design research often destroys existing knowledge and expertise, creating new philosophical problems (as Wittgenstein elegantly defined it: “I don’t know my way about”). This is what I do.
- Design research produces social solidarity. When a team observes the same realities, reflects together, produces hypotheses and prototypes together and tests them together, and develops a “common sense” — the members of the team become friends in a uniquely substantial way. It is the exact opposite of loneliness.
Why should companies love design research? Two reasons:
- Problems that defy existing knowledge and expertise are the ones with the most innovation potential. Radically new problems produce the most radical, freshest-feeling innovations. Design research exposes these new expertise-resistant problems.
- The team alignment resulting from design research creates more cohesive, efficient and inspired teams.