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Exposing the Magic of DesignA Practitioner’s Guide to the Methods and Theory of Synthesis$
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Jon Kolko

Print publication date: 2010

Print ISBN-13: 9780199744336

Published to Oxford Scholarship Online: May 2011

DOI: 10.1093/acprof:oso/9780199744336.001.0001

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The Value of Synthesis in Driving Innovation

The Value of Synthesis in Driving Innovation

Chapter:
(p.31) Chapter 4 The Value of Synthesis in Driving Innovation
Source:
Exposing the Magic of Design
Author(s):

Jon Kolko

Publisher:
Oxford University Press
DOI:10.1093/acprof:oso/9780199744336.003.0005

This chapter explains how research and synthesis contribute to innovation in the context of a business problem. After discussing the relationship between design research and marketing research, the text explains how to drive innovation and innovative thinking through translation—enabled by methods of synthesis.

Keywords:   design research, marketing research, innovation, future thinking, translation

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