Developing the right insights is crucial to a successful design process. Designers, when put through this stage, are able to read the nuances that help create, build and refine ideas. The studio works very closely with the client and partner teams to align strategic thinking, combining market knowledge with design research to build a comprehensive approach to strategic design intervention. Research tools in the design process are customised to suit product categories. Such processes typically culminate in the form of insight pitches, innovation platforms, simulated solutions and proof-of-concept models, subsequently tested with core consumers.