ABSTRACT
Companies marketing and communication departments are quite used to dealing with consumers, but design departments do not usually have this kind of direct interaction. It is the task of marketing department to conduct surveys and interpret interviews, filtering and analyzing the results to translate its vision of users needs to the design department. Getting to know the real and potential clients and users we have identified in the previous stage means you are in a better position to find out how they interact with your products and services. Nowadays, more and more consumers express their views about companies and their products and services through blogs, opinion forums, Face book, Twitter, YouTube and a wide range of other social participation means via the Internet. It is important to bear in mind that complaints are usually submitted by people who are annoyed with a service and only occasionally by customers who believe that their contributions will help improve the system.
