This paper deals with the changing role of the designer. Changes in society and within people?s consumption patterns have increased the demand for products, which are rich on utility, symbolic and systemic qualities - innovative products. Manufacturing companies have realised innovations? connection to business growth and seen the limits of cost reduction strategies for improving productivity and profit. This notion has altered manufacturing companies? requirements to designers as they now seek the capability to identify potential design directions. Designers, who have recognized these new challenges, have discovered profound methodologies within social science and the humanistic field. Here they have learned ways of enhancing information of people and their needs, desires, abilities, contexts and cultures. This design approach has increased the possibilities of creating innovation. However it is not common practice within the field of design.