Competition: Know the enemy
It's important to know the competition. Our staff will study what they are doing, how they implemented their solutions, and use that information to position our client's product in the market. We look at the competitive products through the eyes of the target consumers by using the competitor's product when possible. We research through traditional as well as online media sources.
Here we are studying a competitor's tympanic thermometer for ease of use, aesthetics and ergonomics. Despite how it looks, no designer was harmed in this test.