Here are five very different arguments to support the practical reality of starting by designing, not through design research.

1. The existence of good design that was not preceded by research.

2. The argument that experienced designers already have acquired the knowledge that would come from research.

3. The research effort of a company ought to be continually ongoing, so that results are available instantly.

4. … and most controversial, research might inhibit creativity.

5. When the product is launched and the team assembled, it is already too late.

From Act First, Do the Research Later by Donald Norman