Diana Dawson
Insights for Design LLC
Make better decisions
Insights for Design is an expert-driven LLC specializing in qualitative research, iterative prototype testing and store performance consulting.
ABOUT
Store Performance Consultant
Customer Experience Researcher
Thought Partner + Storyteller
Since 2002, Diana Dawson has conducted research for and advised Fortune 100 companies across the world. By observing and listening to laptop shoppers in Oslo, airport passengers in Dublin and fast food patrons in Johannesburg, Diana has honed her skills of perception, understanding and storytelling.
For over 18 years, Diana played an integral role in the evolution of pioneering market research and consulting firm, Envirosell. Having worked closely with best-selling author, Paco Underhill, Diana has a rich understanding of best practices, why they work and how to use them in any environment.
In 2020, Diana opened her own practice providing bespoke qualitative research, consulting and moderation.
Diana Dawson
Insights for Design LLC
Founder and Principal Consultant
GLOBAL EXPERIENCE
Diana's work has taken her on many journeys including those
of shoppers, passengers, tourists, patients, guests, visitors, fans,
and clients.
x
I
Specialty
CES
Hypermarket
Grocery
Drug
Mall
DIY
Retail
Energy and Convenience
Food and Beverage
Telecommunications
Travel and Hospitality
Sports and Entertainment
Banking and Finance
Museums and Libraries
Real Estate and Development
DIY
Big Box
CPG
Discount
Department
Luxury
Club
______________________
Selfridges Food Hall 2007
Verizon 2010
Oslo
Dublin
London
Istanbul
Pretoria
Soul
Vienna
SERVICES
Qualitative Research
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Shop-Alongs
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Web-Alongs
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In-depth interviews
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Mystery Shopping
Store Performance Consulting
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Customer Experience Assessment
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Competitor Experience Assessment
Moderation
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Focus Groups
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Concept Testing
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Usability Testing
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Ideations Sessions
Prototype Testing
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Project management
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Design teams kickoff meetings
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Scenario role-playing
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Body-storming and ideation
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Iteration sprints
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End-user testing
Design Advisory
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Design Reviews and Charettes
Guest Speaker
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Conference Keynotes
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Breakout Sessions
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Guest Lecturer
Nora Kenny
I really enjoyed working with Diana. Her thoughtful questions encouraged my [Under Armour store design] team to broaden our perspective on how to conduct and interpret the research. She has industry leading knowledge, but also a curiosity that causes her to challenge and keep learning. This made her an incredible asset to the project!
Vanessa Dillof
I worked with Diana while I was at Sony Electronics and at The North Face, and would gladly work with her again. Diana is a rare talent who sees what 99.9% of us miss in retail environments. Within minutes, she is providing you with actionable recommendations and steering you to a more consumer-centric place. Walk a store with Diana, any store. You won't regret it.
Jamey McGaugh
Her attention to detail and the subsequent report of her findings provided easy and cost effective ways to improve our [Crystal Bridges American Museum of Art] store's layout and a solid plan to more effectively organize product for increased sales. She's extremely creative and thoughtful in her approach. The level of detail in her report out was illuminating and welcomed by all parties her report affected. Diana is a consummate professional with a keen observational eye. I cannot recommend her work highly enough.