From the Thought to the Thing: How Design Insights Survive Development.
Great product design begins with powerful consumer insights—but how do those ideas survive the journey from concept to shelf? This presentation unpacks the critical role of a strong through-line: the connection between consumer understanding and a company’s core equities. Join us as we learn from William Reese Ph.D., Principal of ETHNO as he shares with us his perspective on design insights and product development.
We’ll dive into the most effective research methods for building this foundation, spotlight common pitfalls that derail success, and share proven strategies to keep teams aligned and designs on track.
Attendees will walk away with practical tools to champion their research within organizations, ensuring insights translate into products that resonate with consumers and succeed in the market.
Our lunch and meal choices are as follows:
- Cedar Plank Roasted Wild Sockeye Salmon – with seasonal sides
- Fish ‘n Chips – Ivar’s World-Famous dish!
- Blackened True Cod Tacos – Spicy blackened Pacific rockfish, cilantro-cabbage slaw, Cajun remoulade, mango salsa,
flour tortillas, house-made tortilla chips, pico de gallo, sour cream drizzle - Cheese Burger – 1/2 pound Newport Pride Beef, Tillamook cheddar, bistro sauce, lettuce, tomato, red onion
- Chicken Saltimboca – Alder grilled chicken, fresh sage, thin sliced prosciutto, smoked mozzarella
roasted pear, lemon-butter sauce - Grilled Portobello Stack – Alder grilled Portobello mushroom, roasted red pepper, grilled zucchini and yellow squash,
sautéed spinach, House specialty rice, balsamic syrup
William Reese Ph.D., Principal, ETHNO
William Reese Ph.D., is Principal of the design research company ETHNO, and former Head of Consumer Insights and Trends at ZIBA Design.
He was also a Principal of the Philadelphia research firm, Design Science. His client list includes brands such as Heinz, Kohler, Logitech, Milwaukee Tool, Nike, Panasonic, Procter & Gamble, SC Johnson—and many other top consumer brands.
His discoveries have inspired products earning the Red Dot Design Award, the AIGI Design Award, and the IDSA Gold Medal.
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