Features of the interaction of designer and marketing complexes in market research

Основна відмінність в підходах маркетингу і дизайну на вітчизняних підприємствах полягає в тому, що маркетинг переважно досліджує ринок з точки зору успіху у покупця вже виробленого продукту, а дизайнер досліджує ринок з метою проектування нового продукту, а разом з тим і проектування нової споживчої якості. В статті доведено, що незважаючи на деяку диспозицію маркетингу і дизайну, ці два дослідних підходи не відкидають один одного, а швидше доповнюють. Найбільш ефективним союзом вважається так званий «креативний маркетинг», в якому команди з маркетологів, дизайнерів і споживачів обговорюють ідеї планованої продукції ще до того, як складено технічне завдання на дизайн.The world market economy at the present stage of development is characterized by the transition from sales to almost all the buyers of the same product to meet the individual needs and tastes of consumers, supplying products and services to a particular person. Every consumer tries to choose from the variety of offered goods and services those things which will be emphasized by his personality and feature, therefore it is inadmissible to copy someone else's image. In other words, there is an increasing tendency of an individual approach to the consumer. Modern manufacturers and sellers should understand that for the consumer - it is accordingly usefulness, value, accessibility and awareness. It is on this that a combination of marketing and design tools is being built to achieve their goals, and these tools themselves require constant improvement. The modern western market with a developed consumption culture gradually transfers the center of gravity of its competition policy to the "selling" features of the product on its high consumer properties. In the last decade, the business is actively using the latest methods of Design thinking, in which design-research of user-related problems occupy one of the key positions. Design research is a rapidly evolving trend that is rapidly being implemented in different fields from the development of innovative products and all types of services to social services, business planning, political processes, and the design of complex self-regulatory systems. Almost every new experience of successful design studies replenishes the bank of techniques and techniques used to study the needs and problems of users. Almost every new experience gives a high positive effect and increases the demand for designers in the role of researchers. It is concluded that marketing and design approaches are not rejecting each other, but rather supplementing it. The most effective union is the so-called "creative marketing", in which teams from marketers, designers and consumers discuss the ideas of planned products even before a design specification has been drawn up