Purpose – Companies are increasingly adopting design processes as a key driver for their innovation practice. Design processes help companies develop innovations that produce high user value as well as economic value and business value. The purpose of this paper is to describe how design...

Purpose – As companies try to gain a deeper understanding of consumers, they are increasingly turning to user-observation and ethnographic processes. However, because of this work is normally done in an informal manner, it tends to only have value for the small number of team members working...

Purpose – The paper seeks to use a case study to describe work by a Japanese qualitative research specialist with leading office furniture manufacturer to spur innovation in product development and sales strategy in a newly targeted hospital furniture market. It aims to show how qualitative...