Design research for emerging markets: Making relevant and successful products.

Growing consumer businesses in search of new markets need to take emerging market users seriously. But designers often have problems empathising with emerging market users – we can be blinded by what we want them to have, instead of seeing what they really want. In this talk, I draw on the learning curve I went on in my time in emerging market research at Nokia, and give you a new framework to understand and design beautiful and relevant experiences for emerging market users.