Cooper: Design Research: Why you need it " In addition, the time you spend up front understanding users and the domain will save time during the design and development process by reducing guesswork, re-work, and exploration down blind alleys. Knowledge is power, and empowering your design team with knowledge about your business goals, your technical boundaries, and your users will provide an extra edge in ensuring that your product isn't the one gathering dust on the shelf after the tradeshow."