Course DescriptionA market is a place where people exchange goods and services. These exchanges generate and shape different kinds of relationships. To understand these rapidly changing relationships, we need to look beyond ‘business as usual’ to a rich grasp of what is truly meaningful to people. Market Insights Studio explores a range of ways that organizations can discover and act on people’s needs and the meaning-based contexts of those needs.We use the skills, tools and mindsets of design-centered thinking to go beyond the obvious questions and answers and find the insights that lead to innovative solutions - solutions that meet unarticulated or yet to be understood needs. We discuss and practice these skills and tools with in-class activities that progress a semester long team project.

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