The dimensions of product decision-making with Andy Budd

I want designers to be participants in the research as also every other executive. Again, if you have a standalone research team that is just going off independently doing research and presenting it back, the people who are consuming the research haven't really felt the pain points. It's very, very different to go to an interview or three or four interviews and see the same thing come up again and again, and that bringing some internal insight to the people, the product managers, the designers who are making that decision, than being completely arms length and reading a bunch of decks, which this item becomes just a bullet point item.