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Research papers

How design thinking allows market research to take the lead and become an innovation powerhouse

The R&D sector is worth $1.7tn. Insight should be central to this. But currently, it's not. At best, we're a small component in the larger innovation machine. And often, we're completely ignored. This shouldn't be the case.Learn how combining...

Catalogue: Insights Festival 2020
Authors: Nicholas JianHao Lee, Alex Wilman
Companies: Northstar Research, FigureFigure Studios
September 15, 2020
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Citation

Lee and Wilman (2020a, September 15). How design thinking allows market research to take the lead and become an innovation powerhouse. ANA - ESOMAR. Retrieved January 26, 2025, from


https://ana.esomar.org/documents/how-design-thinking-allows-market-research-to-take-the-lead-and-become-an-innovation-powerhouse-11590