Beyond Assumptions: Why Human-Centered Program Design Begins with Qualitative Research
We all know the scene: a brilliant new program idea comes up in a team meeting, a rush to find the funding, and... a launch that falls flat.
Why does this happen so often? We build the “what” without using qualitative research to uncover the “why.” At Quire, we believe effective program and service design must be rooted in a deep, human-centered understanding of the people you serve. Before you build, your first investment should always be in deep audience research.
Letting go of feature-first design
It's dangerously easy to get sucked into the “what”: What features? What activities? This feels like progress, but this assumption-based design is a trap. It’s like designing a state-of-the-art kitchen for someone without the user research to know if they even cook.
The “why” is the foundation for effective service design:
Why do they struggle with the current process?
Why do they hold certain beliefs about your organization?
When you root your program design in the real, lived experience of your stakeholders, the “what” becomes obvious. It’s based on true audience understanding, not internal guesswork.
This “why-first” human-centered design approach isn’t just a nice-to-have. The benefits are strategic and critical for social impact:
Increased Relevance: Your program addresses actual stakeholder needs, not presumed ones, making it instantly valuable.
Higher Stakeholder Engagement: People who feel understood show up and participate. You’ve built with them, not just for them.
Efficient Resource Allocation: (My favorite.) You stop wasting resources on ideas that are dead on arrival. User research upfront saves a fortune on costly redesigns.
Greater Social Impact: By focusing on the human at the center, you maximize your potential for lasting change and simplify future program evaluation.
Let’s get started…
Before you get any further in your planning, pause. Look at your “Big Idea” and ask: “Is this built on our assumptions, or on real stakeholder insights?”
If you're not sure, it’s the perfect time to find out.
This deep-dive work is exactly what Quire does. We specialize in qualitative research and human-centered strategy for non-profits, foundations, and government agencies. We help you uncover the “why” behind the “what” and challenge internal assumptions.
Let’s work together to build programs and services that dont just launch, but truly land.