While grappling with economic turmoil and an increasingly volatile market, you cannot afford to miss out on the potential for research to be at the forefront of strategic innovation and foresight.
The construction of users can lead to objectification, reducing people's experiences to user interactions and reinforcing power dynamics, assuming passive engagement without agency.
Becoming a 'user' separates us into being a unique entity facing a world of 'choices' to fulfill objective 'needs' and less objective 'wants', driving 'user-centric' outcomes in research.
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