Born out of Parsons School of Design, we at the Elab take a unique, design-driven approach to research and business strategy.

We believe that researching and strategizing for your business from a purely economical or market-based perspective is outdated and misses important components of the human experience. Design-led research isn't just research that leads to good design outcomes, it’s research that uses the tools of design thinking and thinking-through-making to capture, synthesize, and analyze data to turn it into knowledge. Design-led research takes a fresh perspective at creating value within a business, testing assumptions, and forecasting into the future. In our research, we do the work of creating, testing, and iterating on these design-led methods to push the field forward.