Sometimes we need to go against the numbersOn December 10, 1993, trained pollsters working from a central monitored location in Indiana started telephoning Americans to find out what they wanted to see in a painting.
A very well written article that goes to the heart of #designthinking - you can't just trust analytics to give the sure-fire answer to giving clients "what they want". There's still a place for creativity, imagination, experimentation (and potential failure) to come up with new things that become popular, and eventually "what people want".
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