Welcome to another Little Book.

This one is about ethical practices in design research. It covers the principles that guide our interactions as we search for insight. It’s written for everyone at IDEO and for all the people we work with—those we learn from, and those we teach.

We’ve distilled lessons learned—as you’ll see, sometimes the hard way—from more than a quarter-century of experience and dozens of stories from the field. We’ve integrated advice and recommendations from external sources too from ethicists and from existing codes of ethics in related professions, such as journalism and market research.