The power of observation: How companies can have more 'aha' moments - Tech News and Ana... - 0 views
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Kevin Makice on 17 Sep 12"Focus groups can only tell you so much. Companies in the mobile business also need to know the right problems to solve, which involves understanding people's implicit needs and unknown desires. Ellen Isaacs, a user experience designer and ethnographer for PARC, explains the benefits of using ethnography to develop better mobile products."