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Involving the engineer in market research is a great way to show them what the product looks like from the users perspective.
I was impressed the way Karcher got immersed in the research and how that impacted on his involvement sense of ownership.
Doing the research and hearing what customers had to say would help instil passion for the project, whether it was handled by someone from engineering or marketing. This is true. Putting the customer at the focus can do no harm. It is good to acknowledge that “what they want personally is what marketing will sell”
Prior to this project, marketing and engineering paired together for projects but had little overlap in their roles...
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