Consumer centered design product emerging best practice in many industries, in particular, is characterized by practical products that do not hold an emotional appeal in which the competition is based on the less profitable attempts to reduce costs or improve performance, once again distinguishing products are becoming widespread or in which there is little room for innovative products. Among the best practices, design is understood as a core business, providing competitive advantage, bringing to light the emotional meaning of the products and services have or may have on consumers and the high cost of extracting such emotional ties. The authors discuss how companies like Master Lock, Procter & Gamble, BMW, and Cambridge SoundWorks used study design - including the use of multidisciplinary teams and a variety of ethnographic and psychophysiological methods - to build organizationwide identify client needs and aspirations, keeping everyone's eyes in the same prize. "Hide
on, Gabriella Lojacono, Gianfranco Zaccai Source: MIT Sloan Management Review 7 pages. Publication Date: April 1, 2004. Prod. #: SMR139-PDF-ENG
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