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It has been argued that cultural products (e.g., novels or movies) can be used to develop foresight or prototypes. The rationale is that cultural products not only reflect changes in the business environment but also contribute to these changes by diffusion. Therefore, cultural products are arguably valuable. However, compared to other design thinking tools such as ethnographic research, interviews or focus groups, cultural products are less prevalent. This article, which is based on an empirical study of 302 design thinkers from 2018, explores the extent to which cultural products are used in design thinking projects. Despite a lower prevalence than other design thinking tools, we find support that cultural products are positively related to the success of design thinking projects. We conclude that although cultural products are used less than other approaches, they have a significant impact. We therefore emphasize the future potential of using cultural products in design thinking.

The usage of cultural products in design thinking: An assessment of an underestimated approach