Finding
Surprisingly, more than half of the companies surveyed rely on their engineering team to direct the development of their products, with none indicating the responsibility went to a marketing role.
Insights
For some companies, the product design process may lack a user-centric perspective, which could limit the commercial viability and success of their products.
Action Steps
Companies may want to explore ways to leverage other internal stakeholders in the product design process to ensure a more holistic, user-focused approach.