Crowdsourcing Designers' Insights Into Collaboration

Aligning between design and marketing is important to match new product development to market opportunities. However, challenges to achieve a cross-functional alignment have been little discussed. In this paper we go beyond corporate culture to collect and analyze designers" comments regarding collaboration. First, we briefly describe the gaps between design and marketing theoretically. Secondly, we crowdsourced the comments from the social network platform, LinkedIn, that design practitioners face when they work with marketers. Our collected comments confirmed (1) ongoing and (2) fixed hurdles they face and provided us with insights into how to help them collaborate with marketers. We discuss our findings to specify their contributions and implications toward new product development.