Design research often fails to communicate its value in a Middle Eastern context, where research in general is not valued the same way as it is in Europe or the US, and design is generally perceived of as an end result and a luxury commodity. As a consequence, design research often fails in convincing the local industry, largely made up of family businesses with 50+ years of intergenerational experience, of its value and usefulness. Designers often think that they might be the most ingenious/creative/progressive people in the project, but when dealing with businessmen and consultants who have more than 50 years of intergenerational experience, it is quite challenging to believe that a young designer with a few ideas taken from ethnography and some post-it notes could know any better. However, when it comes to startups, which are on the rise in the MENA region, design research offers many possibilities. You simply need people who don’t think they know all the solutions and have an open mind to experiment and fail a few times.