Geke van Dijk wrote an article on Molblog (Dutch Marketing Magazine) on the benefits of design research for service innovation. ‘Say yes to the mess’ discusses how empathic research into everyday life generates insights that explain an often eclectic series of touchpoints between consumers and organisations, showing how consumers make their own choices on what service to use, where, when, how and from who. These choices may seem elusive to an individual service provider, but they often make perfect sense to a consumer, rooted in specific circumstances. (PDF, 479 Kb – Dutch)