Good Design is Not a Science
In the business world, I later learned, “the research” is quite a different phenomenon. As my interview so nicely illustrated, “the research” is not debatable. Apparently it’s capable of predicting people’s reactions to decisions that haven’t even been made yet. In fact, “the research,” seems to be capable of making decisions all on its own. This simplistic view of research pervades our culture, the business world, and increasingly the world of design. According to this view, “research” is synonymous with science. And since science provides us with hard truths in the physical world, “the research” should do so in the business world. But let the buyer beware of such thinking. The real world is a complex system inhabited by autonomous individuals. It isn’t so simple or knowable, which is exactly why design can be so valuable.