Doing research can make all the difference between a good design and a great design. Most experienced designers would quantify this legwork with the term research. By engaging in competitive intelligence, customer profiling, colour and trend forecasting, designers are able to bring something to the table that reflects a commercial value for the client beyond a well-crafted logo or brochure. Although scientific and analytical in nature, research is the basis of all good design work. This book provides a comprehensive manual for designers on what design research is, why it is necessary, how to do research and how to apply it to design work. As designers embrace research methodologies, they share a common vernacular with their clients, and establish respect as 'idea people'. In an increasingly crowded marketplace, embracing research practices will ensure a continued viable role for designers in business. No other books address this issue for student and professional graphic designers. The ability to execute effective research methods is as important to a career in graphic design as the ability to build a grid or layout a page. Understanding the needs of the client and the client's market are essential components of creating value, making this book such essential reading.