Design research begins with the assumption that products succeed when they resonate with people’s needs and desires. At DCA, design research is an integrated service that provides insights into people; context and culture, to inform and inspire the design process at various stages, and ultimately bring companies closer to their customers. For the UK design showcase “20:20 Innovation Challenge” we fused trends translation with observational research to build a rich picture of the evolution of mobile phone hard wear and services for female users over 40.