How does a company break into an emerging market? The answer is simple: by understanding people. Ethnography research helps companies to develop empathy for who their customers really are and what they value. This approach applies equally to soccer moms in the American Midwest and hipsters in Shanghai. However, that approach isn’t enough. Just as … Read more
Continuum welcomed Patrick Whitney, the Dean of the Institute of Design at the Illinois Institute of Technology, to our Boston studio. We are always excited to host thought leaders in the field of design to talk about innovation and design thinking.