Design Thinking is a user-centered approach for developing creative and innovative solutions. This project investigated the application of this approach in Brazil in the development of products and services in Brazilian companies, identifying adoption levels, barriers, and perceived benefits. The methodology used a mixed approach combining a literature review, mapping of courses and consultancies, an expert interview, and a survey with professionals from Brazilian organizations. The results indicate that, despite the growing availability of training, there is resistance to the term and widespread lack of awareness of DT in the Brazilian corporate environment. The study revealed that most participants are not familiar with the methodology, and among those who are, use is still limited, with brainstorming being commonly the most employed tool. These findings suggest that Design Thinking is an emerging approach in Brazil, facing challenges in its diffusion and implementation, which underscores the need for strategies to promote broader understanding and application.