4th
April
2003
Design Research: Why you need it
“Ever notice how often a product that makes a huge splash at tradeshows fizzles in the marketplace? The story goes like this: Product is introduced at show to much fanfare. News media gives Product lots of press, and consumers everywhere express interest in Product’s features and capabilities. Product hits store shelves … and stays there. Some early adopters purchase Product, but it never penetrates into mass consumer markets.”