Empirical Innovation: Prioritize Evidence Over Instinct To Innovate Successfully

A Design Revolution Series Report

October 17th, 2019
With contributors:
Harley Manning, Maxie Schmidt-Subramanian, Amanda Chen, Amelia Nickels, Shayna Neuburg


Many companies mistakenly believe that effective design is driven by instinct, not research, or that research is a “nice to have” that’s too time-consuming. But instinctive design relies on assumptions that are risky at best and misleading and profit-destroying at worst. This report for experience design (XD) professionals explains why in terms they can use to communicate to their executives to dispel misunderstandings and provides a guide to reports that will help you make the most of design’s revolutionary potential.

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This report is available for individual purchase ($1495).

Forrester helps business and technology leaders use customer obsession to accelerate growth. That means empowering you to put the customer at the center of everything you do: your leadership strategy, and operations. Becoming a customer-obsessed organization requires change — it requires being bold. We give business and technology leaders the confidence to put bold into action, shaping and guiding how to navigate today's unprecedented change in order to succeed.

Amanda Chen
Amelia Nickels
and Shayna Neuburg