Observation

Ethnographer at PARC speaks:  " ... I spend a lot of time observing ordinary people going about their business — in hospitals, shopping malls, living rooms, even in parking lots. This practice helps me uncover real, but hidden, unmet needs that can be solved with innovative technology. However, many clients searching for new product concepts or trying to refocus existing ones to reach the right audience are often wary of this approach. Their typical response is, “We don’t have time for that!” As long as three years later, some of those same clients are still searching for the right product concept.... "