From health care and housewares to electronics and entertainment, RKS's team of researchers, designers and engineers use a holistic approach when developing a product. Using the psycho-aesthetics methodology developed by Sawhney, the company says it integrates not only product development but also the psyche and psychology of the targeted consumer.
Sawhney, a designer for Xerox before opening his own firm in the San Fernando Valley in 1980, said it was the disconnect between designers and consumers that changed how he approached his own business.
"Designers also have had to become more holistic in their approach," Sawhney said. "People are no longer interested in disposable products. They want something that would last and something that would help make them feel a certain way. This made us turn our attention more deeply into researching people."
Read the full story here: http://www.vcstar.com/news/2012/sep/07/thousand-oaks-design-firm-goes-global-with/