Design brief 101

You've thought of a new product or service and are keen to get it out there. But, remember most products fail due to poor market research. 


Of course, you'll create a design brief but, if it is going to work,  you must begin with four essential steps.

• a clear statement of the design opportunity, communicated with passion
• a definition of your target market (age, income level, gender, social group & geographic location)
• a run down of who your competition is 
• a concise profile of your ideal customer

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Adrian Burns is part of a team supporting  the West Midlands community of interiors & lifestyle companies. Find out more at www.ilfutures.co.uk