esearch is probably the most underrated stages in a design process. It becomes too easy to skip it when Stakeholders ”don’t see the need to spend their budget on it”; Product Managers stress up to finish “urgent” tasks; or (young) designers just don't see the real potential of it. Sometimes our audience is so variant, we tell ourselves there is no specific exploration that can be applied or we just think our decisions are correct upfront based just on our experience or assumptions. And they are great! They are absolutely necessary for designers to work, but they become dangerous when treated as facts. Design research gives us a structured, methodical approach to a understanding the users; in ways that no other approach can.