We don’t do focus groups—that is the job of the designer,”…
““We don’t do focus groups—that is the job of the designer,” said Jony. “It’s unfair to ask people who don’t have a sense of the opportunities of tomorrow from the context of today to design.”12””
About This Quote
This interpretation was drafted with AI assistance. It is one reading of the quote, not the author's own explanation.
Designers should not be tasked with focus groups; they lack perspective on future opportunities, making it unfair to ask them to design without context.
In simple terms: Designers lack insight into future needs, so focus groups aren’t their role.
Key Takeaway
Involve users early and separate design from research.
Themes
design
research
future
user insight
Mood
analytical
critical
Type
professional
strategic
When to use this quote
- product development
- technology planning
- market analysis
Key Concepts
focus groups
designer role
innovation
Questions to Reflect On
- How can designers stay informed about future trends?
- What balance between design and research is optimal?
A Different Perspective
Designers may still need user feedback to stay relevant.