The so-called discovery phase is usually the beginning phase of a project (see all phases of a project here). You typically consider new ideas and opportunities. Your goal here is to discover the most important and often unmet needs that users have with the products and services around them.
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Where do smart ideas come from? A smart idea starts with a problem or a need. Innovators are the ones who first see a problem and then create a simple, ingenious solution for it. This is the process, simplified of course. Let’ s look at 5 examples of innovative ideas and see how a problem was the source of a smart solution.
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Ethnography is an increasingly popular technique in product development which grew out of the field of anthropology. Sometimes it is referred to as observational research, a term which describes the method very well. Ethnography (from Greek ἔθνος ethnos “folk, people, nation” and γράφω grapho “I write”) is a research method designed to explore cultural phenomena. The researcher studies beliefs, norms, behaviour of a … Continue reading Ethnographic research explained in less than 5 minutes