Chapter

The Value of Synthesis in Driving Innovation

Jon Kolko

in Exposing the Magic of Design

Published in print December 2010 | ISBN: 9780199744336
Published online May 2011 | e-ISBN: 9780199894710 | DOI: http://dx.doi.org/10.1093/acprof:oso/9780199744336.003.0005

Series: Human Technology Interaction Series

The Value of Synthesis in Driving Innovation

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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

Chapter.  2983 words.  Illustrated.

Subjects: Cognitive Psychology

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