Marty Gage

Marty Gage, IDSA
Lextant

WORK

Lextant
Vice President Design Research
June 2006 – Present

Rocket Surgery
Owner
January 2002 – June 2006

Sonic Rim Ltd.
Principal
Marh 1999 - December 2001

WORDS

"Prior to the popularity of ethnography, design research was primarily focused on testing concepts to determine user acceptance of an idea or to select a direction for refinement. Concept testing is often overlooked in design research discussions yet continues to be the biggest portion of research conducted today. It is time to recognize that businesses tend to require testing and that it is the territory of market research. However, the way that it is typically practiced has a tendency to smother innovation.

By the end of this new decade we will have witnessed an explosion in the world of design research. This presents an opportunity to evolve what we think of as design research, how we talk about design research and how we practice design research."