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“…interpretation – making meaning of gathered data – plays a critical role in translating…”

By November 20, 2012 No Comments

“…interpretation – making meaning of gathered data – plays a critical role in translating research into valuable design criteria. This act of interpretation is one of the primary differences in skill between design and more traditional market research. Interpretation often requires a leap of faith (or an intuitive jump from one point to another), and while the designer (as artist) learns to trust this intuition, the marketer (as businessperson) is frequently taught to doubt or ignore it. While the latter may end up with a more sound argument, the former may be in a better place to truly empathize with the target audience and provide something of value.”

Jon Kolko

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