design thinking methodology

Why Focus Groups Kill Innovation, From The Designer Behind Swiffer

Read in FastCo Design

October 18, 2012
by Gianfranco Zaccai

The Aeron chair, the Swiffer, and the Reebok Pump—none of these breakthrough products would have gotten high marks from a focus group. Here, Continuum’s Gianfranco Zaccai lists four steps to take before introducing a design to the masses.

Read the full article in FastCo Design

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