Creating concepts with market research techniques in various business situation has the following advantages:
Persona : Based on specific data from surveys, a virtual user model is created. Also, the scenario is created to describe how the virtual model would do when they use the product / service. Based on this scenario, the user need would be embodied.
DISP (Design Inspiration Support Program) : Taking into account major factors that affect development of designs, the trend of the targeted market, designs expected, and the trend of the design from a wide point of view including other areas, will be determined.
Regardless of aesthetic appeal, this technique supports a new design creation by taking a realistic visual examination of the market.