August 25, 2016

This article draws a parallel between the marketing processes and Design Thinking. The human centric side, necessary in both approaches, with the need to identify the customer needs intrinsically linking them both together. However, the Design thinking is based more on creating empathy (observational, ethnographic and in-context), where marketing processes are based on analytics (market research and segmentation).

The strength of Design thinking also lies in its capacity to pass quickly from complex problem solving to basic prototyping.

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