From the course: Empathy in Business: Design for Success
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Empathetic approach: Audience
From the course: Empathy in Business: Design for Success
Empathetic approach: Audience
- Data can be incredibly helpful, but basing design solutions on data alone is dangerous. People are not averages and there's often a difference between what people say they do and what they actually do, which is one reason. I'm not a fan of focus groups. Focus groups tend to coalesce around a black or white critical statement, rather than digging deeper to find out why they feel that way, which is the most important part. The participants in focus groups feel they're there to make it better and they try their best to do so, but everyone is insecure and the group usually goes along with the loudest voice in the room. Also staring at an isolated product in a white room with strangers is very different from being in a grocery aisle, but these things don't end up in the data. You need to have empathy for your customer to be able to create something for them. I think three one-on-one interviews will give you more…
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