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Guiding principles

Create human experiences that matter. The principles of IBM Design Research guide diverse teams to continually increase their understanding of the people they serve and the world around them. When we pair our users’ needs with those of the business, we win in the market.

Stay curious

Embrace the beginner’s mindset. Always ask why. Look with an unbiased lens.

Research as a team

Everyone has a responsibility to advocate for a deeper understanding of the end user.

Make to learn

Sometimes the fastest path to understanding is through making.
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Guiding principles: Stay curious