Design study, which examines the design process firsthand, is intended to support the strategic development of goods or services. It is a user-centered approach that assists in providing information on questions like "Who are your users?" What challenges are they dealing with? additionally, "How will they make use of these services or products?"

Although their methodologies are comparable, design research and market research have different objectives, sources of data, and end findings. This confusion occurs occasionally. On the one hand, the main goal of market research is to provide businesses with something valuable (often money) that will encourage them to make purchases and sell their products.

Contrarily, design research focuses on how users will interact with and experience the products or services as well as how their needs can be satisfied. Businesses can improve their customers' lives in this way while fostering brand loyalty and engagement.

Design researchers conduct in-depth investigations into human experience and behavior, develop novel approaches for generating and distilling information, and motivate teams and clients to employ brave, uplifting designs to address people's needs.