How to anchor design thinking in the future: Empirical evidence on the usage of strategic foresight in design thinking projects
Jan Oliver Schwarz, Bernhard Wach, René Rohrbeck
Abstract
Many organizations use design thinking (DT) to develop future products and services. DT is often used for its ability to serve as a common “language” and platform to enable market-facing departments and technology-oriented units to cocreate innovations. DT has been shown to be a powerful tool for helping to identify and connect the needs of average customers (personas) with technical solutions that form the basis for winning products. In this paper, we investigate the extent to which DT professionals already use strategic foresight (SF) methods that anticipate future customer needs and highlight emerging technologies to expand classical DT and anchor their projects in the future. Using survey data on 302 DT projects, we report on the extent to which SF methods are used in DT projects, the overriding types of SF methods in DT projects, and their impact on project success.