My project is split in two, one theoretical part and one empirical part. The first part is based on existing theories within design and marketing. I focused my research on management theories, research methods and consumer behavior theories. The second part is based upon a case study "Rebirth of the airship", where I test the method identified in the first part. The case study also includes a straight forward design process and a qualitative field research. In the final part of the project I conclude my findings and reflect upon the work method and the result at hand.