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Hidden in Plain Sight - How to Create Extraordinary Products for Tomorrow's Customers by Simon Steinhardt, Jan Chipchase

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Appendix: The Eight Principles of Design Research

1. Optimize surface area.

Surface area refers to the sum of all touchpoints with the locale and the participants of our research. Cumulative properties of such touchpoints include both breadth and depth of research, pressure (effort dedicated in some spots more than others), layers (that is, backup plans), and texture (ethics, professionalism, formality, hustle, intensity). An optimal surface area offers easy access to data collection and both formal and informal touchpoints, finds the right blend of information and inspiration, and has enough flexibility to cope with contingencies when—inevitably—things don’t go according to plan.

2. You’re only as good as your local team.

Hiring a local team ...

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