Развитие и применение дизайн-мышления в маркетинговых исследованиях
The tutorial discusses the possibilities and features of adapting and using design thinking tools to create marketing research scenarios and develop an empathic approach to consumer research. The publication contains a description of the terminological apparatus, a theoretical review on the subject of design thinking, and also reveals specific methods and tools of field and desk research methods in marketing, approaches to the formation of artifacts and patterns of ethnographic research. Detailed examples are given of how the presented tools can be applied for the purpose of adapting product solutions to current problems and user tasks. Prepared in accordance with the Federal State Educational Standard for Higher Education. The textbook can be used for undergraduate students of the areas of study 03.38.01 "Economics", 03.38.02 "Management" and 03.42.01 "Advertising and Public Relations", studying the disciplines "Marketing" and "Marketing Research".