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Qualitative Insights —
Foundational 
Embody Your Industry
WHO
We use this pin to take a walk in the shoes of your future users – the customers who do not currently purchase from either you or your competitors.
WHY
With this information, we can design how your company becomes the catalyst of defining the future of your industry by evolving your business model to meet and exceed the needs of future customers.
WHAT
We will create a document that captures research photos, identifies patterns of behaviors, and defines design directives that will become the guardrails, or ‘rules’, in which we concept all your future experiences against.
A Foundational Insight and/or Worksession pin(s) is needed to launch Design pin(s).