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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

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

Jon Kolko

Oxford University Press

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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