Pre-design, as it implies, is a first look at the scope of a proposed project, preferably before the brief is finalised.
Simply, it is to probe the key objectives of and influences on a design program to better expose, explore and propose opportunities to leap-frog the competition.
Research plays a major role in our work. In the form of video user studies it can reveal shortcomings in existing products, inspiring still better solutions.
Research also helps us to keep in touch with cultural, fashion and technological trends so that we can achieve the best fit of product to the target comsumer.